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Vans, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Vans, Inc., headquartered in Cypress, CA, is a manufacturer and marketer of sneakers, BMX shoes and other shoe types for the skateboarding and surfing market. The company is a unit of the VF Corporation. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (714) 755-4000
Main Fax (562) 565-8406
Primary Address
1588 South Coast Drive
Costa Mesa, CA 92626

Vans, Inc. Contacts

Contacts (5/23)
Name Title State
Doug P. Global Brand President CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (714) 755-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1588 South Coast Drive
Costa Mesa, CA

Henry C. Vice President, Sales - U.S. & Mexico CA
Katie B. Vice President, Omnichannel & eCommerce CA
Steve V. Vice President, Events & Promotions CA
Laura D. Director, Global & NORA Public Relations CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Vans, Inc. ******

Agency Relationships

Brand Agency Service From To
****, ***. ******* ********* Media Planning 2016 present

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Score 31 - Future Possibility: Vans names new brand president

Subject: digital, social media, event marketing, sponsorship, sports marketing

Company: VF Corp, manufactures and markets sneakers, BMX shoes and other shoe types for the skateboarding and surfing market.

Opportunity: Promoted Doug Palladini to global brand president, effective immediately. In his new role, Palladini will lead the strategic direction of Vans globally, as well as guide the regional and local teams to spur continued growth. He will also be responsible for global marketing, product and sales in the Americas.

Given Palladini's marketing background - and specifically his marketing experience with Vans - strategy and partner changes could be on the horizon. But remember that promotions don't usually signal immediate agency roster changes, so be sure you stay engaged with the team for work down the line. During his time leading marketing for the brand, Palladini was responsible for transforming Vans into a youth culture icon, activating projects across action sports, art, music and street culture.

Focus pitches on youth-centric events, social and other sports, music and art activations that will get the brand in front of a younger audience. Authenticity is of the utmost importance to the brand, so keep this in mind when engaging decision makers.

MDC's Assembly, LA handles Vans media buying and planning, while most creative work is handled in-house. Note that while more and more creative work has moved in-house over the past few years, the brand still works with outside agencies on projects from time to time.

Additional Information

Experience: Palladini has been with Vans since 2004. During that time, he has led global marketing for the brand and served as VP and GM of Vans North America.

Sponsorship/Collaborations: During the recent Q2 earnings call, VF COO and president Steven Rendle mentioned that Vans Warped Tour kicked off its 22nd year. "As a complete immersion into Vans' culture," he stated," this festival-wide celebration of action sports, creative expression and youth culture is about as core as it gets."

Vans also launched a new collaboration with Nintendo. Vans began offering an "extensive" collection of footwear, apparel and accessories featuring Nintendo's cast of iconic characters.

National TV Spend: Vans does not rely heavily on national TV ads. In fact, since Jan. 2015, Vans has spent only $12,500 to air one spot nationally, according to "Built [ROWLEY] Strong" aired for two weeks in August 2015 on NBC and CBS Sports during "Red Bull Signature Series," "Skateboarding," "Surfing" and "Softball."

Digital Breakdown: According to Moat, Vans has run 360 display ads on 953 publishers (3% mobile). Top ad destinations include:,, and (61% placed site direct versus programmatically). The brand has also run 90 high impact ads and 25 video ads (45% placed site direct). For the same period 2015, Vans ran 88 display ads on 477 publishers (89% placed site direct). Vans also ran 16 high impact and five video ads (97% of video ads placed site direct).

For full 2015, Vans ran 205 display, 139 high impact and 21 video ads on 987 publishers (5% mobile; 87% placed site direct).

VF Corp
6500 Katella Ave.
Cypress, CA 90630
(714) 889-6100

Doug Palladini 
Brand President - Vans
(714) 889-6100

Fara Howard
Vice President, Marketing
(714) 889-6100

Lindsey Scheftic 
Director, Digital Marketing & Paid Media
(714) 889-6100