OTW Launch Paris
Vans unveiled its new pinnacle category OTW with an epic launch event during Men’s Paris Fashion Week in June 2023. Located on the banks of the Seine at Pont Alexandre III, the event showcased a new vision for the OTW category focused on pushing the boundaries of the Vans brand and inspiring aspirational consumers through art, design, and the spirit of skateboarding. Attendees were immersed in a multi-day brand experience centered around a monumental skate installation that was envisioned as a skateable sculpture that blends the brand’s iconic checkerboard pattern with modern re-interpretations of traditional skate obstacles. The event also featured musical performances by Onyx Collective, Donovan’s Yard, and King Krule as well as a skate exhibition with Vans team riders including Beatrice Domond, Etienne Gagne, Rowan Zorilla, Lizzie Armanto, Mami Tezuka, and Zion Wright, Diego Todd, and Axel Cruysberghs.
Video by filmed and edited by Greg Hunt
Skate Exhibition
The highlight of the event was a live skate exhibition featuring Vans team riders set to live music from jazz artist, Onyx Collective. As a re-imagination of the traditional runway show, the audience was given an up-close look at some of the best skateboarders in the world as they ripped through the installation with an epic view of the Eiffel Tower in the background.
Photos by Atiba Jefferson
Skate Installation
The build itself was created in collaboration with PLAYLAB and California Skateparks. It was designed using a system of three-dimensional checkerboard blocks as a nod to the brand’s signature pattern as well as to create a unique, monolithic visual language in stark contrast to the Parisian architecture beyond. The main skateable elements were built using clear plexi-glass as a subtle reference to the nearby Louvre pyramid and as well as a re-imagination of the iconic plexi-glass ramps from the 1970’s. A series of strategically placed CCTV cameras live-streamed the skateboarding and musical performances on embedded LED screens integrated into the build.
Photos by Atiba Jefferson and Karl Hab
Live Musical Performances
King Krule headlined the opening night event, performing songs from his new album with the skate installation acting as the stage and the iconic Parisian skyline as the backdrop.
Vans Partners
OTW VP - Ian Ginoza
Sr Director, Lifestyle Marketing - Alyssa Callister
OTW Brand Director - Mark Goldman
OTW Creative Director - Ako Jefferson
Sr Creative Director, Brand Environments & Experiences - Ben Kaplan
OTW Brand Marketing - Rachelle Shapiro
OTW Brand Comms - Michelle Corona
OTW Brand Comms - April Hyuh
Agency Partners
Creative Direction - United Front
Creative Direction & Design - Playlab
Design & Production - California Skateparks
Design & Production - Eyesight
Photography & Art Direction - Liam McRae
Photography - Atiba Jefferson
Photography - Karl Hab
Photography - David Ctorza
Photography - Natalia Ivanova
Photography - Nolan Vangas
Videography - Greg Hunt