PROBLEM: Vans promotes their shoes as every other company: showing them brand new. But Vans lovers tend to take pride in their shoes as they become beaten and ratty.

SOLUTION: Most Vans customers hold on to the older shoes because as the shoe gets older, the more stories they hold. The shoes become stories. And so aren’t those stories worth sharing? Introducing the “Vans Behind Every Story”, a campaign that reveals Vans shoes when they're at their actual best. 

I reached out on Facebook and gathered real stories from people and shared them with the shoes that they belonged to.

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