Vans, the original action sports brand and icon of creative expression, presents the latest installment of This Is Off The Wall, with “Kroksbäck Kids”. Through sights, sounds and stories from around the world, This Is Off The Wall tells compelling digital narratives that shine a light on the types of creativity Vans has supported since its inception and provides experiences that inspire communities to discover their own definition of “Off The Wall”. Following up previous chapters “Girls Skate India” and “Vision Walk”,“Kroksbäck Kids” examines skateboarding’s impact on youth culture and how it can build a community.
In 2016, Vans partnered with city officials in Malmö, Sweden to donate the world’s first-ever built-to-spec park terrain construction as part of the inaugural year of the Vans Park Series. The legacy skatepark and the competition series brought in professional skateboarders from around the world highlighting an expert level of athleticism the neighborhood had yet to experience. With a new skatepark cemented in the city, skateboarding has remained synonymous with the Kroksbäck community, inspiring the underserved Sweden district to pick up a board and learn something new. What followed were countless stories of local youth coming to the park, meeting new friends and discovering a mutual path grounded by creative expression through skateboarding.
Through a series of short storytelling, “Kroksbäck Kids” follows Vans athletes Tony Trujillo, Chris Pfanner, Cyres Wang, Karl Berglind and Stefani Nurding, as they visit the park and skate with the locals, illustrating how skateboarding can empower an individual while bridging gaps all at once. The park’s existence has built a stronger sense of community; encouraging local kids to pick up skateboarding for the first time and render the skatepark their second home. “I feel like skateparks are magic,” said Stefani Nurding, Vans Europe Skate Team Rider. “They really bring people together.”
“Vans loves skateboarding and we are thrilled when we can provide a place for a scene to grow and flourish,” said Jamie Reilly, Vans Vice President of Global Creative. “Leaving the park behind really changed things for the kids in that neighborhood and its inspiring to see the community they built around that park.”
As a testament to its commitment to promoting the culture of skateboarding worldwide, Vans will donate a second built-to-spec park terrain skatepark in Brazil later this year, further enabling a “path to pro” for emerging skate communities everywhere. Additionally, Vans is taking a step further and working with local charities to collect skateboards around the world, removing the only economic barrier to skateboarding and giving youth the resources they need to skate anywhere in the world.
“Kroksbäck Kids” is the third tale from Vans’ 2018 This Is Off The Wall campaign. See the full campaign at vans.com/offthewall and join the conversation by using #OffTheWall on social media.
About Vans
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel and accessories brand. Vans authentic collections are sold globally in 84 countries through a network of subsidiaries, distributors and international offices. Vans also owns and operates more than 600 retail locations around the world. The Vans brand promotes the action sports lifestyle, youth culture and creative self-expression through the support of athletes, musicians and artists and through progressive events and platforms such as the Vans Park Series, Vans Triple Crown of Surfing®, the Vans U.S. Open of Surfing, Vans Pool Party, Vans Custom Culture,Vans Warped Tour®, and Vans’ cultural hub and international music venue, House of Vans.
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