We helped Vans reconnect with Gen Z in China and defend its place at the forefront of creative self-expression.
The challenge
Vans was losing relevance with Chinese Gen Z and needed to understand why, and how to reinforce its point of view.
Our approach
We mapped emerging trends, decoded how leading youth brands show up, and turned the insight into a point of view with clear implications for marketing and product.
The result
Actionable direction that let Vans target Chinese Gen Z consumers more effectively.
15%sales growth in China
14Mpeople in the ‘Vans Family’
Brand-wide figures reflect the client’s overall performance, not this project alone.
