25 Years of Vans And [Rowley]

Challenge
Geoff Rowley has been a defining force in skateboarding — and in Vans history — for over 25 years. The challenge was to reintroduce the Rowley Pro shoe in a way that honored Geoff’s legacy while inspiring today’s generation of skateboarders.

Approach
I led the design for a campaign celebrating Geoff’s profound influence on skate culture and skate shoe innovation. The creative direction balanced nostalgia with a modern edge, using storytelling and visuals to highlight how Rowley’s vision reshaped the trajectory of performance footwear.
Our focus was to honor Geoff’s journey while positioning the Rowley Pro as both a timeless piece of heritage and a relevant product for today.

Outcome
The campaign became a milestone moment for Vans, reconnecting the brand with core skateboarding consumers while paying tribute to one of the most iconic athletes in skateboarding history.

Role: Lead Designer
ACD: Sammy Spiteri