THE BEAUTIFUL DAMAGE

Brand Belief: The only thing more beautiful than creation is destruction.

Cultural Truth: The new luxury is lived-in. Scratches, chips, and chaos mean you did

something real.

Core Idea: Vans celebrates what’s been broken, ripped, and reborn. Every scuff is proof of

a life in motion.

Manifesto Copy:

> Show me your damage.

> The scars. The burns. The paint that never came off.

> You don’t protect Vans — Vans protect you.

> Every mark is a map. Every hole, a hymn.

> Beautiful. Because it happened.

Execution Possibilities:

- Film: “Beautiful Damage” — shot entirely on film, no retouching.

- Activation: “The Museum of Scars” — touring exhibit of destroyed Vans and their stories.

- Product: Limited “Damage” editions — repaired, patched, or custom-burned Vans.

- Tagline: VANS — THE BEAUTIFUL DAMAGE.

THE UNWRITTEN RULES

Brand Belief: Rules only exist so we can rewrite them.

Cultural Truth: Gen Z doesn’t want brands that preach; they want brands that listen.

Core Idea: A living global manifesto built by the community — one rebellious “rule” at a

time.

Manifesto Copy:

> There’s no playbook for Off the Wall.

> We wrote our first rule on a ramp. Then we broke it.

> Rule #1: Don’t wait for permission.

> Rule #2: Fall better.

> Rule #3: Make noise, not posts.

> What’s yours?

Execution Possibilities:

- Digital: Interactive zine collecting user-written “rules.”

- OOH: Hand-painted rule murals in 100 cities- Community: “The Rulebook”

Tagline: VANS — THE UNWRITTEN RULES. scripture authored by fans.

NOISE IS CULTURE

Brand Belief: Silence is the death of creativity.

Cultural Truth: The internet turned everyone into quiet curators. The real ones still make

noise.

Core Idea: Vans amplifies the raw, unfiltered sounds of real life — the chaos that built

every subculture.

Manifesto Copy:

> Hear that?

> That’s rebellion — not in words, but in sound.

> The scrape of trucks on concrete.

> The hiss of spray cans.

> The distortion of a basement guitar.

> That’s not noise. That’s culture.

> Turn it up.

Execution Possibilities:

- Experiential: Vans “Noise Rooms” — sensory spaces where you feel rebellion.

- Collab: Vinyl mixtape made from street sounds worldwide.

- Content: Documentary series “Noise Is Culture.”

- Tagline: VANS — NOISE IS CULTURE.

LOCALS ONLY

Brand Belief: Culture doesn’t live in algorithms — it lives in addresses.

Cultural Truth: Global sameness is killing originality; authenticity is hyperlocal again.

Core Idea: Vans decentralizes cool — spotlighting real creators, scenes, and crews

around the world.

Manifesto Copy:

> The next big thing doesn’t start big.

> It starts in garages, alleys, and corners with bad Wi-Fi.

> Vans doesn’t broadcast culture.

> Vans goes where it’s born.

> LOCALS ONLY.

Execution Possibilities:

- Platform: Global map of micro-scenes.

- Content: Mini-docs from Lagos, Osaka, Santiago, Detroit.

- Community: Vans Scene Grants — funding local creators instead of ads.- Tagline: VA—

MADE EVERYWHERE

THE CHURCH OF DEFIANCE

Brand Belief: Rebellion isn’t an act — it’s a belief system.

Cultural Truth: In a world searching for belonging, rebellion is the new religion.

Core Idea: Vans builds the first “Church” for people who believe in nothing but creative

freedom.

Manifesto Copy:

> Welcome to the Church of Defiance.

> Our only commandment: Thou shalt not fit in.

> Our saints fall. Our prayers are noise.

> Our Sunday best is dirty canvas.

> Confess what you broke today.

> Hallelujah, you’re Off the Wall.

Execution Possibilities:

- Pop-up Experience: Immersive “Church of Defiance” with rituals and confessions.

- Editorial: The Gospel of Off The Wall — monthly zine of creative sinners.

- Merch: Ritual objects — candles, patches, prayer cards.

- Tagline: HALLELUJAH, WE BROKE IT.

THROUGH-LINE

VANS DOESN’T SELL SHOES. IT PROTECTS REBELLION.

Each idea lives under that single belief — five new ways to make “Off The Wall”

sacred again.