The Van brothers were there at the beginning, making shoes specifically for skateboarding – pioneers if you will. Once described as ‘sidewalk surfing’, it’s what surfers did when there were no waves. Back then skaters surfed and surfers skated, the main difference being the surface on which they performed. While the boards were vastly different, dexterity flowed through the streets and waves alike, creating a relaxed lifestyle known as ‘California cool’. Carefree attitudes mixed with imagination led to fresh angles, drawing out new lines and sloped paths. Individual styles of expression were known as ‘hot dogging’. Soon empty pools, storm drains and beaches were fast becoming the places to be, lined with teenagers. Exhibitions of incredible balance, agility and skill attracted newcomers and audiences from all over the world.
Fast forward 50 years and Vans is still the brand synonymous with extreme sports, the category they now fall into. Surfers and skaters form two groups: ‘goofy footers’ and ‘natural footers’. In basic terms it simply means left or right. Being a goofy means your left leg is dominant and positioned at the back of either board, and a natural footer is the opposite, right leg is back. In some rare cases, individuals can switch between them, although they still have their preferred stance.
Neither goofy or natural is better and neither has an advantage as far skill goes. However, there is a rivalry just from being different, but really that’s just about ego. Having said that, there is a brotherly type of camaraderie as they encourage each other to be more radical, by trying new tricks, manoeuvres or even going for it despite the severity of risk. Words of encouragement can be heard from the sides even if the chances of becoming separated from you board is imminent.
We could have some fun from this tongue in cheek rivalry by creating a ‘goofy/natural shoe range dividing surfers, skaters and even snowboarders, allowing them to individualize themselves. While there is absolutely no need for this idea, it’s something fresh, it’s different, it’s engaging and it will most certainly generate plenty of interest, and where there is interest there are dollars to be made.
Goofy/natural footwear comes in a range of colours, designs and styles, allowing the customer to choose his or her preferred individual model. Ironically this niche product unifies surfers/skaters/snowboarders all over the world, through division.
Questions regarding goofy/natural status could form a thematic Vans marketing campaign. An example could be using events they host as a platform to build content, like, US open of surfing or The Vans Triple Crown of Surfing, which is actually a combination of four events. The Vans Pro (formerly known as the HIC Pro) at Sunset Beach (a qualifying event), The Hawaiian Pro at Hale’iwa, The Vans World Cup of Surfing at Sunset Beach, and the Billabong Pipe Masters at the infamous Banzai Pipeline.
Further content can be created with customer competitions, interviewing spectators and pros posing questions like, who is their favourite or most influential surfer, and are they goofy or natural? Or ask them who will win each of the 4 contests in VTC. The exposure of this idea shows that Vans continues their pioneering and innovative spirit, highlighting their commitment, motivation and passion for these extreme sports.
This idea could be extended in the retail arena through in-store promotions, activations or other main stream media including: tv, print, outdoor and web. You could introduce a new line of questioning still, on topics like: who is the greatest goofy or natural footer of all time and why do you say that? Or would you change your stance if it didn’t affect your style, and why? This opens up a Pandora’s box as far as content creation goes. Wouldn’t it be interesting to know that Kelly Slater for example would prefer to be a goofy footer because of how many amazing left handers there are around the world or that Gerry Lopez changed stance from natural to goofy to make more barrels at pipeline.
Those last two examples were made up, but imagine all the fun you could have by playing them off against each other?
So far, I’ve only talked about surfing; this idea has massive scope. Further content could be created in skateboarding and snowboarding. There really is no limit; the possibilities are endless.
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