Vans SS21 Skate Shoes

Vans SS21 Skate Shoes Preview

Brand: Vans     
Interviewee: David Atkinson, Senior Product Manager, Vans Skateboarding, Europe

MARKET

What are your main price points for next season?
From €75-€110

How has coronavirus impacted sales expectations in this segment?
It’s more stable than expected much in part to people picking up skating in quarantine and the well-established e-commerce of skate shops. Energy product had been doing especially well.

How has Covid affected your SS21 sell in plans in terms of delays/ range cancellations and carry over etc?
We have had to adapt to doing most of our sell-ins virtually which has been a change, but one that has brought some positive changes too in the way we share info. We have had to cancel some products and marketing plans but to be honest really not much at all. At Vans, skateboarding is always prioritized and protected, so we didn’t see many necessary drops.

Vans SS21 Skate Shoes

credit: Anthony Acosta

DESIGN

What is THE skate shoe style retailers need to stock this season?
We have completely re-designed our Pro Classics line (now called Vans Skate Classics). These are the Vans skate staples, and we have improved fit, durability, performance and style. These were already some of the most loved and iconic shoes in skateboarding, but we really focused on making them perform even better whilst maintaining the iconic Vans look.

Which technical features are you the most proud of?
One specific one is Sickstick rubber – our new rubber outsole compound is even grippier than classic Vans rubber and lasts even longer but overall we are most proud of not just one feature but the fact that we have been wear testing and gathering extensive consumer insights on these specific styles for nearly 2 years to make every part of them better.

Vans SS21 Skate Shoes

credit: Anthony Acosta

What are the cuts, silhouettes and materials for this season?
The Skate Classic icons – Skate Authentic, Skate Slip-On, Skate Era, Skate Old Skool & Skate Sk8-Hi and these are where you will see the majority of our marketing. Aesthetically we focused on colourways and materials that tie back to the original Vans DNA.

BEST SELLERS 

Please name and describe your 3 highlight pieces and items that retailers should definitely order.

  • The new Skate Classic Icons – our best fully redesigned to be better fitting, looking and longer lasting – especially in the marketed Off White colours.
  • A Beatrice Domond Colourway of the AVE Pro. Supreme and FA’s first women rider designed her version of her favourite Vans shoe, The AVE Pro. Not only a homage to her Boss Anthony Van Engelen but also the most technical Vans shoe.
  • A Breanna Geering Pack of a Skate Old Skool and a Skate Era. Girl Skateboards tech goddess has made a Skate Classics pack with her iconic style including apparel.

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VF Corp
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High-Five
OTIS Eyewear
Public Trust documentary
SIC Maui 2020 SUP

SIC

GLOBE SVS
Untitled-1
POC and MIPS collab on helmet safety
International Report on Snow & Mountain Tourism report 2022
ISA logo
Boardshaper boardroom talks
Surf for Tomorrow episode 4 & 5 Never Rest
DSRT-Surf USA-wavegarden render
Vans Park Pro Tour
[header] Dickies Life x Hackney Bumps Community Group
FSSC x B Corp certified
Grilo. Photo by Sani Alibabic
YUTO TOTSUKA x DEELUXE
VF Corp
Slide x Outdoor Trade Show [Winter]
Screenshot 2019-03-01 at 06.43.08
MATTA header, photo credit @tomasloureiro_
Trip Roulette- Episode 2
ELEMENT BARCELONA featuring the FREDITANO PROJECT
Method 3 Movie
BSD 2020
Vans Park Series and Tony Hawk Announce Broadcast Partnership
Lena Haushofer x Tobias Groeber
8 Exhibition floor
Roxy and Quiksilver PRo
Untitled-1
Volcom ABG
sympatex_Kim Scholze
SIC SS20 SUPs

SIC

LALENA_TOBACCO-BLACK

L1

Portuguese Deeply Team Rider Vasco Ribeiro at the 2018 Pro Anglet
Skatepark 162
Slide x Outdoor Trade Show [Winter]
Issue 98 Template
PLOUGERNEAU MANERA 2021_Credit_Matt Georges
JJF on Electric
MarketIntelSwiss
Alexey Krasniy Ollie Up Popshuvit Off DVL
Surf Summit Online sessions
Shops 1st try
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Torq's GM Sebastian Wenzel during the 2016 Torq sales meeting, Mundaka, Basque Country. Photo-
Waveland Brasil
Screenshot 2019-03-01 at 07.02.38
16x9 Herm Burnside
Leo Vinicius x TSG
Graystone Girls Night
Sascha Weil Supra
Aenda
Putsburough - Credit - Rob Tibbles
Arbor Mindfully Crafted
Derek O'Neill
ABS Snow Safety 2023/24 Preview

ABS

Gigi Rüf. Photo James North.
Stutgart 2022 Garden Experience @valerie.friederike
VF Corp
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