Vans is a shoe company that has deep roots in skateboarding, surfing, snowboarding, and live music. Their theme is "off the wall" connect to the hip, younger, rebellious crowd that wants to do whatever they want and live the way they want to live.
Vans started as a shoe company designed for skateboarders in California back in 1966. In the ad above, they are showing that they stand for, "Thinking differently. Embracing creative self-expression. Choosing your own line on your board and in your life."
This counter-culture mentality and bad ass attitude is what drives this brand and the people that buy their shoes. Originally a skateboarding shoe brand, Vans has expanded into a major sponsor for surfers, snowboarders, festivals, and rockstars alike.
Vans have been around for so long that they have built a name for themselves as the go to shoe for counter culture rebels and extreme sports athletes. They are reliable, well known, and look good on your feet no matter what you like to do.
I think that this video sums up what the Vans company stands for and who they represent. These guys just like to have fun and take things easy which is appealing to mostly everyone. And parades are cool.