Vans — Nicholas MF

Vans

Alibaba Tmall has held an e-commerce and marketing campaign once a year for Tmall Super Brand Day, This project helped Vans China to bring the sport to Chinese skaters by creating a skateboarding-themed pop-up, not only targeting the youth but also a wider generation in Shanghai.

“Off The Wall” is the brand motto and a state of mind. It means thinking differently and embracing creative self-expression. It inspired our creative team to come up with a theme about youth and the desire for fun that never gets old and never done playing. "玩出不同范响" is the campaign slogan which means "Play and Make the Difference", the Chinese character "范" within the slogan its sound refers to the Chinese name of Vans (范斯). Sharing the vision - “With Vans you can make a difference and there will be always something unexpected and entertaining”.

Responsibilities:

KV Design/Visual Design/Creative Direction/Marketing Strategy

This campaign was designed to enhance both the digital and in-store experience for Vans China, while building a deeper emotional connection between the brand and its diverse audience. Centered around the theme of "playing differently," the concept explores the intersection of outdoor culture, skateboarding, and intergenerational creativity — bringing together the energy of youth with the spirit of the elderly in unexpected, playful ways.

The design approach focused on developing a dynamic series of visuals tailored for e-commerce platforms and social media communications. By aligning with current cultural trends and the lifestyle of the skateboarding community, the campaign helped Vans China amplify its brand relevance and strengthen its appeal among young, style-conscious consumers.

Through bold graphics, engaging storytelling, and a fresh visual identity, the campaign successfully bridged physical and digital spaces — turning every touchpoint into an opportunity for brand immersion and community connection.

Knightrade

Ouap