Vans welcomed core media and retailers to Les Arcs for the 2017 edition of Vans Snowboarding Days, where the brand presented its 17/18 snowboard boot collection in an on-snow environment.
For 2017, Vans upped sticks from Mayrhofen, where they’d hosted the last two year’s version of the event, and the new location delivered. Les Arcs’ expansive terrain provided a bit of something for everyone and Vans had team riders on hand to show just how far their boots can be pushed. Words & images by Harry Mitchell Thompson.
On arrival retailers and media were given a product overview and told about Vans’ upcoming marketing initiatives. For the coming year Vans are making a big marketing push behind their first ever global snowboard movie, which is due to be released in January 2018. The company is taking a different approach to premiering a snowboard movie, where their plan is to create hype in the run up to the release of the film, with it finally dropping when snow is on the ground. Consumers will be able shred with their favourite regional pro’s on launch day and then see the pro’s in action on the silver screen that night. A strong branding exercise, but also an inspired way of helping retailers sell boots.
It was bluebird shred on morning one after a nice dusting of snow the night before, where media and retailers were split into groups with Vans pro’s including: Arthur Longo, Jamie Lynn, Kevin Trammer, Lucas Baume, Markus Keller, Nils Arvidsson, Sparrow Knox, Valerian Ducourtil & Victor de Le Rue.
In the afternoon it was park laps for the pro’s and then some well earned beer with an après session at the Arpette bar on the hill before descending the hill with flame lit torches.
SOURCE spoke with three Vans’ big wigs to find out more about their marketing initiatives, lessons learned from their boot factory mishap, D2C & core retail and much more. The interview with Kevin Casillo (Sports Marketing Manager for Snow), Bobby Gascon (Director, Global Marketing/ Action Sports) & new Global Category Manager for Snow, Matt Patti drops next week.
It was another successful event run by Vans as they continue to show their support for both core retailers and athletes in the best way possible, by combining business with shredding.