Vans Launches “Always Pushing” Campaign Celebrating Skateboarding Culture
Vans is introducing a campaign inspired by skateboarding’s freedom, progression, and passion. The campaign is dubbed “Always Pushing” and features a content series that offers a new approach to storytelling, spotlighting global skate crews and cultural influencers. Developed with creative director ALEX/2TONE and featuring music by Paris Texas, the campaign celebrates the progressive spirit at the heart of Vans’ “Off the Wall” philosophy.
“Our mission is to inspire and empower our consumers to live ‘Off The Wall,’ embodying the relentless determination to push things forward,” said 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.”
“Always Pushing” pays homage to the free-spirited, optimistic mindset driving skateboarding culture. It encourages the Vans community to shape their future and steer cultural progression. The series features diverse creatives, including Vans Skate team riders and legendary skate figures like Tony Alva, artist Jahlil Nzinga, photographer and Vans Curator Atiba Jefferson, BMXers, and international skateboarders who embody the “Always Pushing” spirit. The campaign launches with a one-hero central story. It incorporates thematic elements that extend through fall, with unique products, experiences, and events that began earlier in July with a weekend of skateboarding and music at The Bunt Jam in Toronto.
Learn more about the “Always Pushing” campaign and watch the promotional video here.
Kylian Mbappé and Accor Collab Empowers Youth, Fosters Inclusivity and Sustainability
French football player Kylian Mbappé and multinational hospitality company Accor are partnering to enhance Accor’s appeal while promoting inclusivity, educational program contributions, sustainability, social responsibility, community development, and youth support and empowerment. The collaboration will support Mbappé’s “Inspired by KM” initiatives, providing accommodation and logistical services. Accor will leverage its vast reach and channels, including ALL.com, to raise awareness and engage members and guests to join their cause.
“At Accor, we believe in the transformative power of hospitality to create positive change. We are honored to collaborate with Kylian Mbappé, an exceptional individual whose professionalism and dedication resonate profoundly with our values. Our partnership with Kylian Mbappé aligns perfectly with our commitment to making a difference in the communities we serve,” said Sébastien Bazin, Chairman & CEO, Accor.
Accor’s commitment to responsible hospitality and community support is evident through various initiatives, including local community support, employee engagement, environmental sustainability, and disaster relief causes. The Accor Heartist Solidarity fund plays a crucial role in empowering vulnerable and underserved populations, offering training programs and supporting new business creation.
Learn more about the partnership and mission through this video.
Survey Shows Consumers Crave Viral Food Trends and Healthier Options
According to a Matter Communications 2024 Food & Beverage Trends survey highlighting key insights into consumer behavior, 85% of respondents have considered purchasing a product or have purchased products based on posts from friends, family, or influencers. Notably, 75% are inclined to try viral food or beverage trends seen on social media platforms like Instagram and TikTok. Meanwhile, consumers want to see more influencer content on food, health, and wellness. The survey polled more than 1,000 consumers in the United States for insights on grocery shopping habits, social media trends, and health and wellness preferences.
“With consumers constantly scrolling social media channels like Instagram, TikTok, and Pinterest for food and drink inspiration, it’s so important for brands to combine authentic, diverse voices and tastemakers with the right mix of paid and organic content to maximize reach,” said Matt Mendolera-Schamann, Executive Vice President, Consumer PR, and Leader of Diversity and Inclusion at Matter. “Generating ‘snackable’ content that can quickly influence purchase intent is what’s really going to help brands break through the noise—and we have seen that when managing our own clients’ social media and influencer campaigns.”
The survey showed that healthier and sustainable choices are becoming more essential for consumers. Ninety-four percent of respondents prioritize finding more nutritious options, with low sugar, high protein, and low carbs being the most sought-after attributes. Additionally, 44% are integrating healthier beverages like gut-friendly beverages and electrolyte-enhanced water into their routines. Sustainability also plays a crucial role, with 41% emphasizing the importance of sustainable packaging and 20% focusing on regenerative agriculture. Meanwhile, 56% of respondents indicated they prefer in-store groceries to online grocery purchases. Insofar as common dining habits are concerned, home-cooked meals are popular (74%), but convenience still matters, as evidenced by 35% of consumers opting for fast food drive-thrus and 38% dining out at restaurants.
Discover more findings from the survey here.
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