May 24, 2019 | By Cassandra Napoli
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Mar 06, 2018
Vans is delving into a little known world for International Women’s Day with a global initiative focusing on Indian female skateboarders.
Girls Skate India kicks off a campaign that will take in 100 international clinics intended to bright skateboarding to new audiences in cities around the world.
It sees women and girls being taught to skate at pop-up events with newcomers being invited in and getting tuition from Vans athletes, such as Lizzie Armanto and India’s first pro skater Atita Verghese.
In a video linked to the campaign, they talk about how skateboarding can help girls step outside of cultural limitations and enjoying something that’s empowering.
It’s part of the Vans Off The Wall umbrella campaign that’s reaching out to females in emerging markets.
Jamie Reilly, Vans VP of global creative, said: “We wanted to tell stories about the communities that grow around creative endeavours, whether it’s skateboarding, art, or music, these activities connect people with one another.
“Vans has been engaging with creatives around the world for more than 50 years. Whether it’s making the first shoes for skateboarders, building skateparks, hosting concerts, or putting on art shows, we love how creativity brings individuals together where they can learn from and inspire each other.”
Cities that will see activations from the campaign include Bangalore, Mexico City, St Petersburg, Shanghai, and São Paulo with London, Brooklyn and Chicago also hosting events.
This Friday, as part of International Women’s Day celebrations, Vans host a free ‘Girls Skate Night’ welcoming all ages and abilities – and there will be further concepts as part of the Off The Wall campaign in the months to come.
For more on marketing campaigns, read our Marketing in 2018: Top Trends report.
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