Vans

Built [Rowley] Strong

Insight

Riding for Vans since 1999, Geoff Rowley
is a legend in modern street skating for
pioneering big tricks and a go-for-broke
style of skating that endures to this day.
Few skateboarders have had his career
longevity, and few guard their private lives
and motivations as much as he does.
We sought to peel beneath the surface
and uncover what makes Geoff keep
getting up even after the nastiest slams.

What truly makes Rowley Strong?

Idea

Our idea was to give consumers
unprecedented access into the
determined mind of Geoff.
We went behind the scenes of
Vans’ upcoming Pro Skate video
project to understand his never-
say-die attitude, as he worked to
“bag” his next big trick. We created
a mini-doc commercial and social
and digital content that offered
honest insight into the peculiar
motivations, determination and
drive that defines Geoff and his
enduring career, while spotlighting
his new “Built [ROWLEY] Strong”
signature footwear and key apparel
pieces being put to the test.

Impact

The campaign helped grow Vans
social audience and engagement,
with the long format spot garnering
over 200,000 views globally in the
days following the launch.

At retail and online, Vans launch
campaign helped achieve higher
than expected sales results for the
Built [ROWLEY] Strong footwear
and apparel line - becoming one
of their most successful product
launches of the year.