Challenge

Differentiate PRO CLASSIC line from CLASSIC VANS. The new PRO CLASSIC shoes don't differentiate stylistically and is being positioned, without distinction, like the VANS CLASSICS from the 1970s.

Insight

Since the ‘70s, VANS have been an essential part of street fashion. In fact, the shoes were created by listening to the urban, street, skateboard community. That is why VANS CLASSICS has introduced so many colors, patterns and materials; to match the diversity and fashion tastes of urban 12 to 24-year-old men and women.

Solution

Raise awareness of the new product launch, PRO CLASSICS, by featuring one color every month of the year. Bring attention to the different styles of PRO CLASSICS by cleaning and organizing the array of colors and patterns into a coordinated monthly featured color. This "One Color" campaign will be brought to life with products, events, and social media posts.