‘”Always Pushing’ is an ode to the free-spirited attitude of progression and youthful optimism that has driven skateboarding culture and, by extension, popular culture, forward since Vans was founded in 1966. It’s a call to action to the Vans community to create the future they want to see and push culture in the direction they want it to go,” said Vans.

To support this philosophy, Vans tapped creatives that “embody the ‘Always Pushing’ ethos … a tapestry of content that spans cities worldwide, from Paris to LA and Tokyo,” developed in partnership with Alex/2Tone, a creative director, director, visual and graffiti artist, and designer, and co-founder of the LA streetwear brand Born X Raised.

To view the “Always Pushing” film, click here or on the image below.

Joining him in the process are Vans Skate team riders Lizzie Armanto, Elijah Berle, Mami Tesuka, Zion Wright, Willow Voges Fernandes, Hugo Westrelin, Tania Cruz, Rio Morishige, Beatrice Domond, Curren Caples alongside skate “legend” Tony Alva, rap duo Paris Texas (who soundtracked the campaign), photographer and Vans Brand Curator Atiba Jefferson, artist Jahlil Nzinga and other global skateboarders, BMXers, and creatives who “embody the ‘Always Pushing’ ethos through their commitment to fearless progression,” said Vans.

“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward,” shared Drieke Leenknegt, Vans global chief marketing officer. “This progress is fueled by partnering with athletes and creatives who bring unique perspectives to the forefront and inspire the next generation in how they view the world differently.”

Vans will launch new products, events, and experiences supporting the “Always Pushing” campaign this summer and fall, starting with The Bunt Jam, a weekend of music and skateboarding, in Toronto on July 19-20.

Vans tapped creatives that “embody the ‘Always Pushing’ ethos … to create a tapestry of content that spans cities worldwide, from Paris to LA and Tokyo,” developed in partnership with Alex/2Tone.

Images and Film courtesy Vans