In practically every closet in the world, there is a pair of Vans sneakers. Currently, it is undergoing a transformation aimed at reclaiming its place in the market and increasing competitiveness. Paul and Jim Doren along with Gordon Lee and Serge Delia, the founders, debuted in the market with model #44, known as ‘The Authentic.’ A decade later, with the design from skaters Tony Alva and Stacy Peralta, they launched model #95, known as Era, which was a boom for all skateboarders. However, in 2004, Vans was acquired by VF Corporation (NYSE:VFC) after declaring bankruptcy in 1984.
The following years were marked by competition from brands like Hoka and NoBull, even against Nike, which began to gain ground in the skater community. Bracken Darrel, the CEO of VF Corporation, acknowledged a 15% drop in revenue during the first quarter of 2025, but the brand attributes this to a cleaning of sales channels. The media outlet TheStreet reported his statement in which he explained, “We are going to get Vans back on the path to growth. Although we don’t like the numbers, there are encouraging signs. Excluding external factors, the actual decline is in the low digits”.
The company’s intention is to reduce the number of fixed sales channels, but not to abandon them completely. VF appointed Sun Choe as the creative leader of Vans, putting in her hands the creation of innovative products and the strengthening of premium lines. According to Darrell, in the latest edition of Paris Fashion Week, appointment bookings increased by 50%, including accounts that had left the brand. VF Corporation aims to make a total shift in the sales structure and seeks the partnership of new retail partners.
Vans
Vans is a globally recognized brand, especially in the world of skaters. It was founded in 1966 in Anaheim, California, by brothers Paul and Jim Van Doren along with Gordon Lee and Serge Delia. They entered the market with the design of model #44, known as ‘The Authentic.’ Until it filed for bankruptcy under Chapter 11 in 1984, it was a company dedicated to the production of footwear, clothing, sweatshirts, and t-shirts, focusing on the skateboarding market and other urban sports and activities.
VF Corporation
Practically everyone knows the brands Jansport, Eastpack, Northface, or Timberland. All of them are owned by VF Corporation, the American company of clothing and footwear that has been operating globally since 1899. Based in Greensboro, North Carolina, the company controls more than half of the backpack market in the United States. After Vans’ bankruptcy declaration in the 80s, the company tried unsuccessfully to recover until 2004, when VF Corporation acquired it.
Remodeling the brand for growth
New brands have emerged over the years, such as Hoka or NoBull, which have become direct competitors of the brand. Even Nike has found its niche in the skater world, worsening the situation even further. Bracken Darrell, the CEO of VF Corporation, explained that the data from the first quarter of 2025, although negative at first glance, is the path they want to take to achieve a brand remodeling.
He stated to TheStreet, ‘We are going to return Vans to the path of growth. Although we don’t like the numbers, there are encouraging signs. Excluding external factors, the real decline is around the low digits.’ One of the avenues has been through the closure of physical stores, specifically 140 locations that make up 20% of its global network.
Who is in charge?
Sun Shoe has been chosen by VF as the new creative leader of Vans. It is expected that under her leadership, new product launches will take place, new retail partners will be acquired, and the supply chain will be streamlined. According to Darrel, ‘The premium segment still represents a small part of Vans’ business, but we are already seeing results. In the latest edition of Paris Fashion Week, appointment bookings increased by 50%, even with accounts that had left the brand returning.’ It seems that Vans is making the right decisions to reposition itself at the top of the market.