We often hear of "partnerships" as a way for companies to reach new audiences and markets. In the fashion industry, this trend is also evident, and many brands and people have entered into such agreements.
. however, this is easier said than done. Differences of opinion and direction are common. It is not always easy. However, the news of the partnership that came in today was exciting, and it was a very clear message that stirred up our anticipation.
Vans, the action sports footwear and apparel brand, has announced that Atiba Jefferson, one of the most influential photographers in the skateboarding scene, will serve as the brand curator to realize a new direction for the brand titled "Always Pushing," which encourages consumers to move forward and follow their own style. VANS has announced the appointment of Atiba Jefferson, one of the most influential photographers in the skateboarding scene, as the brand's curator to help the brand take a new direction titled "Always Pushing" that encourages consumers to move forward and follow their own style.
Mr. Atiba has worked with NBA players, world-class musicians, international designers, and pioneers in the skateboarding scene to establish a track record in art, music, design, streetwear, and other aspects of culture.
Atiba's skillful fusion of skateboarding and youth culture makes him an ideal partner for Vans.
Drijke Lenknegt, global chief marketing officer for Vans, had this to say about the partnership.
"Always Pushing" is Vans' new commitment to the advancement of skateboarding culture.
It is our mission to support a new generation that sees skateboarding and related culture as a vehicle for positive change, like the generation that created the out-of-the-box "Off The Wall" spirit, and Atiba is the perfect partner to make that happen.
We cannot take our eyes off the future of Vans, which aims to further develop the scene under a new structure. We await further news with great anticipation.
