Struggling sneaker brand Vans is trying to lure millennials away from Nike and other brands with nostalgia, high heat collabs, and better arch support

Dec 13 2022 by Business Insider

 
Classic Vans sneakers.

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Vans is working to return to the double-digit sales it had reached before the pandemic. Key to that strategy is growing interest in its sneaker collaborations and classic silhouettes. Vans' owner has shifted talent, including execs from The North Face, to expedite a comeback.

Vans, a retailer synonymous with teenagers and skaters of the '90s, is in the middle of a brand reset.

Key to bringing sales back to prepandemic levels is reigniting...

Continue Reading Struggling sneaker brand Vans is trying to lure millennials away from Nike and other brands with nostalgia, high heat collabs, and better arch support