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美国知名运动品牌VANS，成立于1966年，美国加利福尼亚州安纳海姆街道。每一款鞋子都拥有独一无二的个性，是美国、日本、香港等地时尚年轻人的必备休闲鞋款。VANS运用传统的硬化制作方法（硫化鞋底）使鞋子具有坚固的构造，到现在为止VANS也推出了不少彩色款式，特别是最近，新色辈出，都是感觉特好的配色，给人一种VANS旋风的感觉。VANS一直以来都深受日韩年轻人的热爱，滑板，冲浪，街舞，VANS将许多时尚的元素集于一
滑板运动作为极限运动中发展时间比较长的一项运动，由于该运动对场地的限制相对不那么苛刻，所以滑板已成为诸多极限运动项目中最具表现性及广泛性的代表。说到滑板运动所带动的街头服饰潮流文化，就不能不提到Vans。作为全球最具影响力的街头运动品牌，Vans在1966年还不过是一家位于加利福尼亚州安娜海姆市的鞋子商店，所贩售的鞋款因鞋底厚重，而且价格低廉以及舒适的穿着感，迅速在冲浪以及滑板运动爱好者之间建立了良好的口碑，成为那一时期年轻人的标志。也就在这时，Vans的设计师们开始将目光聚集到了尼克松时代后期最受年轻人瞩目的滑板运动上来
1976年，已经不满足于销售普通的运动休闲鞋的Vans大胆地推出了多款专门针对滑板运动而设计的专用运动鞋。起初，这些运动鞋并没有受到人们的关注，但随着一部电影的公映而风靡了整个南加利福尼亚。而影片中的主人公、著名的冲浪运动选手JeffSpicoli所塑造的经典形象也很快将Vans的热潮推向了整个美国。一时间只要是有年轻人的地方，就会闪动着Vans的身影。同时，经过专门设计的Vans滑板运动鞋不仅拥有色彩醒目的外观，在鞋底的设计上也有别于以往的运动鞋，更加适用于滑板运动的需要。众多的街头运动选手们视拥有一双Vans运动鞋为身份的象征
然而因为70年代末的大红大紫，让Vans品牌的决策者们被眼前一时的辉煌冲昏了头脑。进入80年代，Vans开始了疯狂的品牌扩张之路。大批标有Vans标志的休闲运动鞋、篮球鞋、棒球鞋、足球鞋，甚至是为拳击、摔跤、跳伞等冷门运动设计的运动鞋铺天盖地地充斥着全美各个体育连锁商店的货架。很快，这些被暂时胜利的喜悦占据了大脑的决策者们就让Vans为此付出了沉重的代价。由于每种不同类型的运动鞋所需要的生产线类型不尽相同，所需要投入的成本过于庞大，同时所有的生产工厂都集中在人力成本费用高昂的美国本土。这种盲目扩大经营的策略瞬间就让这个刚刚有所成就的品牌陷入了负债的泥潭中难以自拔。与此同时，众多新晋美国本土品牌的羽翼渐丰以及欧洲品牌进入也让Vans进入了一连串的商业怪圈之中。最具代表性的就是Nike在这一时期的崛起，令当时几乎所有的运动品牌在球鞋销售中都不得不经受沉重的打击，更是让以往一些以低廉的价格吸引消费者注意力的品牌面临倒闭的窘境。面对着商场、市场种种纷争的困扰，终于Vans在80年代的一系列品牌扩张只得以失败为代价，草草收场。
1988年，面对着全球化融资的市场趋势，Vans被一家名为McCownDeLeeuw的投资公司收购，并成功上市。以强大的资金为后盾，Vans这个当初承受了巨大失败打击的品牌再一次开始了新的征程。这一次，品牌的决策者们吸取了几年前的惨痛教训，开始着眼于Vans本身的根本进行严谨而有条不紊的新一轮攻势。他们意识到，经过多年的培育，在滑板运动以及其他街头运动中所建立的良好口碑无疑是这次复兴的突破口。于是，一个以极限运动服饰以及相配套附件为重点的崭新Vans出现在了世人面
1999年，Vans作为惟一入选的街头运动品牌一举占据3个重要的席位，其魅力可见一斑。然而这次，Vans没有被冲昏了头脑，始终坚守着街头运动的阵地，默默前进。这并不意味着Vans失去了往日那不可阻挡的品牌朝气。进入21世纪，全球的复古风潮再次让Vans看到了新的目标。一双双过往经典的再度复刻，以及联手其他著名品牌的合作单品的面世，Vans这个曾经街头运动的领头者摇身一变成为了时尚潮流的弄潮
至今，Vans用自己那独一无二的魅力征服着越来越多的年轻人，而在他们心中，四十岁的Vans早已不仅仅是一双鞋、一件衣服，而是与众不同的生活态度。或许在当下烦乱而忙碌的生活节奏中，大多数的都市人已经很难再抽出时间进行系统而充满竞争的体育运动，但不妨在闲暇之时投身于挑战自我的街头极限运动中，去体验那份久违的刺激与激情。随着自身经验的积累以及与各大品牌合作的加强，Vans已经脱颖而出成为街头品牌中异常成熟的一个。

Vans, a famous American sports brand, was founded in 1966 in Anaheim street, California. Each shoe has a unique personality. It is a necessary casual shoe for fashionable young people in the United States, Japan, Hong Kong and other places. Vans uses the traditional hardening method (vulcanized sole) to make the shoes have a solid structure. Up to now, vans has also introduced many color styles, especially recently, new colors have emerged in large numbers, which are very good color matching and give people a feeling of vans whirlwind. Vans has always been deeply loved by young people in Japan and South Korea. Skateboarding, surfing, hip-hop dancing and vans have integrated many fashionable elements into a skateboarding sport as a sport with a long development time in extreme sports. Because of the relatively less strict restrictions on the venue, skateboarding has become the most expressive and extensive representative of many extreme sports. When it comes to the street fashion culture driven by skateboarding, we can't help mentioning vans. As the most influential street sports brand in the world, vans was just a shoe store in annaheim, California in 1966. The shoes sold by vans quickly established a good reputation among surfers and skateboarders because of their thick soles, low price and comfortable wearing sense, and became the symbol of young people at that time. At that time, the designers of vans began to focus on skateboarding, which was the most popular sport among the young people in the late Nixon era. In 1976, vans, who was not satisfied with selling ordinary sports and leisure shoes, boldly launched a number of special sports shoes designed specifically for skateboarding. At first, the sneakers didn't get attention, but they became popular in Southern California with the release of a movie. And the classic image created by Jeff Spicoli, the famous surfer and the protagonist of the film, soon pushed vans' upsurge to the whole United States. As long as there is a place for young people, vans will flash. At the same time, the specially designed vans skateboarding shoes not only have the eye-catching color appearance, but also differ from the previous sneakers in the sole design, which is more suitable for skateboarding. Many street athletes regard having a pair of vans sneakers as a symbol of identity. However, because of the great popularity in the late 1970s, the decision makers of vans brand were dazzled by the brilliant moment in front of them. In the 1980s, vans began to expand its brand crazily. A large number of recreational sports shoes, basketball shoes, baseball shoes, football shoes marked with vans logo, and even sports shoes designed for boxing, wrestling, parachuting and other cold sports are all over the shelves of various sports chain stores in the United States. Soon, the decision-makers who were occupied by the joy of temporary victory paid a heavy price for vans. Due to the different types of production lines required for different types of sports shoes, the cost of investment is too large, and all production plants are concentrated in the United States, where the labor cost is high. This kind of blind expansion strategy makes the brand which has just made achievements fall into the mire of debt. At the same time, vans has entered a series of business circles because of the growing wings of many new American and European brands. The most representative is the rise of Nike in this period, which made almost all sports brands have to suffer a heavy blow in the sales of sneakers at that time, and even made some brands that used to attract consumers' attention at low prices face the dilemma of bankruptcy. In the face of all kinds of disputes in shopping malls and markets, vans finally ended up with a series of brand expansion at the cost of failure in the 1980s. In 1988, in the face of the market trend of global financing, vans was acquired and successfully listed by an investment company called mccowndeleeuw. Backed by a strong fund, vans, a brand that had suffered a huge defeat, started a new journey once again. This time, brand decision makers learned from the painful lessons of a few years ago, and began to focus on the fundamental of vans itself for a rigorous and orderly new round of offensive. They realized that after years of cultivation, the good reputation established in skateboarding and other street sports was undoubtedly the breakthrough of this revival. As a result, a brand-new vans focusing on extreme sports clothing and matching accessories appeared in the world in 1999. Vans, as the only selected street sports brand, occupied three important seats at one stroke. Its charm is obvious. However, this time, vans did not lose his mind, and he always held the position of the street movement and moved forward silently. This does not mean that vans lost its unstoppable brand vitality. In the 21st century, the global retro trend once again let vans see a new goal. A pair of classic remakes of the past, and the appearance of cooperation items with other famous brands, vans, once the leader of street sports, has become a fashion trend. Vans has conquered more and more young people with his unique charm. In their mind, the 40 year old vans is not only a pair of shoes and a piece of clothes, but also a pair of shoes and clothes A different attitude to life. Perhaps in the current chaotic and busy pace of life, most urbanites have been hard to find time for systematic and competitive sports, but it's better to devote themselves to challenging their own Extreme Street Sports in their spare time to experience the long lost stimulation and passion. With the accumulation of his own experience and the strengthening of cooperation with major brands, vans has emerged as one of the most mature street brands.

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