Vans Knu Skool

Challenge
Vans needed to launch the Knu Skool—a bold, chunky silhouette that blends '90s nostalgia with modern street style. The challenge was to position the shoe as culturally relevant for both Gen Z and Millennial consumers, connecting with a diverse audience that values authenticity and self-expression.

Approach
We developed a campaign that celebrated the Knu Skool's versatility and retro-inspired design. Through dynamic photography and strategic storytelling, we showcased how the shoe fits seamlessly into everyday style—from city streets to creative spaces. My role was to develop all digital go-to-market assets, including website content, social media campaigns, email marketing, and paid advertising, ensuring the visual system felt cohesive and energetic across every touchpoint.

Outcome
The campaign successfully introduced the Knu Skool to a broad, style-conscious audience, driving awareness and establishing it as a fresh addition to Vans' core lineup.

Role // Digital Designer & Associate Art Director
ACD // Christine Weber