Many retail stores have struggled as competitors rise and consumers change their habits and expectations. One major skateboarding shoe brand is no different, despite its hybrid business model.
Older brands face declining sales and less foot traffic as newer brands emerge and captivate younger audiences. Recent financial data reveals worrying trends across traditional skateboard companies as they compete for a shrinking market share.
Revenue Drop
The brand’s parent company, VF Corporations, has reported revenue declining by 15% in the last quarter. The Street reports that the decline in sales reflects broader heritage skateboard brands.
Competition from emerging lifestyle brands and changing youth preferences continues to pressure traditional companies built on skateboard culture authenticity.
Roots
Brothers Paul and Jim Van Doren opened Vans in 1996 in Anaheim, California. Ten years after its first store opened, the company gained popularity through its Era shoe, designed by Tony Alva and Stacy Peralta.
For decades, Vans represented authentic skateboard culture, bridging underground credibility with mainstream appeal.
Market Pressures
The skateboard footwear market is under intense pressure from competitors, including athletic giants like Nike and other lifestyle brands.
Future Market Insights research indicates that traditional skate brands struggle as younger consumers prioritize fashion over skateboard authenticity. Rising material costs and supply chain disruptions compound challenges for heritage brands seeking profitable growth.
Store Closures
In just two years, Vans has closed 140 retail locations worldwide, which is 20% of its global footprint.
CEO Bracken Darrell confirmed, “In DTC, over the last two years, we closed about 140 stores, about 20% of our global network.” The closures targeted the least profitable stores as part of VF Corp’s restructuring strategy.
Geographic Impact
Heavy store closures are happening in North America, and states like San Francisco and Philadelphia are experiencing notable closures.
Local media reports these closures affected key retail districts as Vans retreated from underperforming locations. The brand maintained presence in profitable markets while eliminating costly lease obligations.
Industry Changes
“We’re seeing a major trend where many of the core, original skate shoe companies have been bought, sold, or are under new management,” stated Brian Barber of Osiris Shoes.
Boardsport source documents on how the skateboard footwear industry experiences consolidation as independent brands struggle against corporate competitors and changing consumer preferences.
New Rivals
Rival brands like Nike’s skateboard division and Adidas’ skateboarding have siphoned customers from traditional brands like Vans.
New Balance’s skateboard line and eco-friendly brands appeal to environmentally conscious buyers. The skateboard shoe market now splits between old-school authenticity and modern performance technology, creating tough challenges.
Olympics Impact
Adding skateboarding to the recent Olympics brought more people to the sport but created market complications. University research suggests the sport’s TV visibility attracted bigger athletic brands while possibly weakening its rebel appeal.
Experts debate whether Olympic recognition helps or hurts traditional skate companies’ credibility among core skateboard fans.
New Boss
VF Corp hired Sun Choe as Vans’ Global Brand President in June 2024, taking lululemon’s former top product officer.
Corporate announcements revealed Choe has retail experience from Gap, Levi’s, and Urban Outfitters. Her hiring signals Vans’ plan to focus on lifestyle positioning and women customers.
Boss Admits Problems
“We don’t like the numbers on Vans any more than you, down 15% in Q1,” CEO Darrell admitted during earnings calls.
The company noted that about 40% of the drop came from closing stores. The brand’s ongoing decline creates pressure as investors question the comeback plan.
Big Company Takeover
VF Corporation bought Vans for $396 million in 2004, turning the family-owned California company into a global lifestyle brand.
Under big company ownership, Vans expanded internationally but faced questions about keeping skateboard credibility. Current leaders try to balance making money with staying true to culture.
Recovery Attempts
The company reports some good news in its expensive product lines. Management statements show Vans focuses on new products and premium positioning while targeting lifestyle consumers beyond skateboard customers.
New leadership prioritizes changing store layouts and displays to highlight new products.
Expert Doubts
Despite management optimism, industry experts remain cautious about Vans’ recovery timeline.
The brand’s transformation faces challenges in an increasingly competitive skateboard shoe market. The benefits of store closings may take time to turn into steady revenue growth and win back customers.
Identity Crisis
Can Vans stay true to skateboard culture while chasing mainstream lifestyle customers? The brand’s future depends on successfully balancing rebel roots with business needs.
Industry watchers question whether traditional skate companies can survive without compromising the core identity that originally attracted loyal customers.
Business Environment
VF Corp’s restructuring happens during broader retail consolidation and changing market conditions.
Store closing patterns show shifting retail economics after the pandemic changed how people shop. The company focuses on reducing debt and running more efficiently while adapting to new retail realities.
Worldwide Pullback
Vans’ shrinking international presence reflects broader challenges facing American retail brands overseas. European and Asian markets increasingly support local skateboard brands over American heritage companies.
The brand’s global strategy adapts to regional preferences and competitive pressures from local competitors.
Green Pressure
Environmental demands from younger consumers challenge traditional skateboard shoe manufacturing methods.
New brands gain market share by emphasizing eco-friendly materials and ethical production practices. Vans must balance traditional construction methods with modern environmental expectations from climate-conscious consumers who care about sustainability.
Age Gap
Gen Z consumers prioritize brand authenticity and social responsibility over traditional skateboard credibility markers. Vans faces challenges appealing to new generations while keeping loyalty from core demographics.
The brand’s cultural relevance depends on successfully bridging generational preferences in evolving skateboard culture.
What It Means
Vans’ store closings represent more than just business restructuring—they show skateboard culture’s shift from underground authenticity toward mainstream business.
The brand’s struggle reflects bigger questions about how rebel movements survive commercial success. Whether Vans comes back stronger will show if heritage brands can change without losing their soul.
