VANS MAG- FEB 22

VANS MAGAZINE
2nd issue // 2022

WELCOME LETTER
THE NUMBERS GAME
KNOW YOUR PRODUCT – RETAIL
VANS FAMILY UPDATE
Let’s get scrappy
New van dorens
Heart and sole
Off the wall
STRAIGHT FROM THE FIELD
Vans 66
Eci
pss

I WAS NOT SURE ABOUT THE RIGHT POSITION OF THIS LETTER: WELCOME LETTER,
VAN DOREN’S OR HEART AND SOLE?! IT WAS NOT EASY BUT... LORENZO, NOW MY
PARTNER IN CRIME IN THE RETAIL OPS TEAM, DESERVES THIS FIRST 2 PAGES.
Ciao All!
Please let me introduce myself from my new role!
On February 1st, I took part in the Retail Operations Team!
I’m VERY happy to be part of this team! It’s amazing!
Finally, I’m able to understand what there is behind the scene!
My journey started in May 2018, in Tuscany (the land of the wine and steak) as Store Manager
in Vans Barberino, where I understand the meaning of Family and where I learned many things
from all of the store staff!
I spent 2 amazing years full of emotions: a big thank you all!!
Two years after, my family (my wife Linda
and my daughters Emma and Bianca) and I
moved to the north of Italy (about 400 km
far from home) where together with my
new team, I opened the new store in
Lugano, the first full-price store in
Switzerland!
It has been my first experience in a retail
store in Vans!
It has been the year of adaptability:
many things to be learned and many
things to share with the team,
What a great job we’ve done guys!!!
lugano

Thanks to my DM I’ve learned many things, stretching myself more than
ever and knowing myself better than before.
When I started my professional career in retail (2009) I faced many difficulties to
grow because I just wanted to have a title and then learn the competency needed.
After many years I learned that I need to focus on competencies before! It has been
hard work for me, but thanks to Daniele, I changed my mindset and everything now
is clear to me!
Now it’s time for a new adventure! I met Davide,
Mirko, and Yvonne and I can assure you that they
have a work hard play hard attitude!
I have many things to learn from all of you and I promise
that I’ll do my best!
This amazing journey taught me many things, one at all: take care of
your family!
A big hug to all of you!
Lorenzo murino
New vans retail ops coordinator
Lorenzo with
barberino’s team
Lorenzo with
lugano’s team

Top performers
SAN SEBASTIAN LA
GARBERA
BILBAO
SAN SEBASTIAN
HERNANI
StorE
RESULTS
SAN SEBASTIAN LA GARBERA +52,5%
BILBAO +49,38%
SAN SEBASTIAN HERNANI + 41,28%
UPT WINNERS CR WINNERS ATV WINNERS
LUGANO 1,90
ANTWERP KAMMEN. 1,87
BERLIN BUTCHER 1,65
COPENHAGEN 1,59
MALL OF BERLIN 1,54
COPENHAGEN 33,49
COLOGNE 31,57
ROTTERDAM 30,09
BILBAO 28,40
BERLIN ALEXA 25,57
LUGANO 63,84
MPSCOW AVIAPARK 61,16
MOSCOW MEGA K. 58,45
MOSCOW BD 57,23
MOSCOW EVROPEISKY 56,51
FOOTFALL
- 53,82%
CR SALES COMP UPT
14,69% - 32,49% 1,31
JAN 22

Top performers
StorE
RESULTS
MOSCOW BD +158,87%
ALCOCHETE +44,66%
CHESHIRE OAKS +44,32%
MOSCOW BD ALCOCHETE CHESHIRE OAKS
UPT WINNERS CR WINNERS ATV WINNERS
ROERMOND 2,01
MOSCOW BD OUT 1,94
OULKOVO 1,94
AGIRA 1,88
ALCOCHETE 1,87
CASTEL ROMANO 28,44
ZWEIBRUCKEN 25,36
CASTELGUELFO 23,55
WERTHEIM 21,86
MOSCOW BD OUT 21,64
SAN MARINO 42,48
MENDRISIO 39,46
ZWEIBRUCKEN 39,17
ROERMOND 38,33
WERTHEIM 37,28
FOOTFALL
-31,68%
CR SALES COMP UPT
17,02% - 1,16% 1,56
JAN 22

RESULTS
1 st Ultrarange
2 nd Halfcab
3 rd SK8-HI
4 th platform
5 th comfycush
CR AOV UPT
2,50%
(-8,90%)
€ 63,83
(+20,05%)
1,60
(+17,10%)
FOOTFALL +0,40%
jan 22

FULL PRICE

Our Commitment against Climate
Change
Last year, VF announced their Science Based sustainability targets.
All are based around reducing green house gases and our carbon footprint by 2030.
Material production makes up a significant part of our carbon footprint.
Based on a detailed study done by the VF sustainability team, the top three
materials that have the greatest impact on climate changer are Rubber, Cotton &
Leather.
MATERIALS BY CLIMATE IMPACT
COTTON
5%
19%
LEATHER
POLYESTER
31%
OTHER
ALUMINIUM
18%
PAPER
RUBBER
POLYURETHAN
2%
9%
13%
3%
This is why we
created the Circle
Vee collection. The
Circle Vee will target
rubber & cotton to
reduce our greenhouse
gas emissions.

The CommiTted Vans Customer
The Surf consumer has not changed since Vans conducted an extensive research into who is a Vans
target consumer.
For our surf category, it of course is the core surf culture participant.
A person that loves the ocean and the environment that focuses on friends, family and spending
time outside. They love traveling the world searching for waves and experiences and the world
around them and want to take care of it.
These experiences drive their style and mindset. Casual, comfortable and stylish both out and in
the water is important.
The youth of today are more aware than ever of the impact of climate change and green house
gases. Also our Vans consumer is more aware and conscious than ever.
Climate change is on everyone’s mind and we know all these serious issues are taking their toll on
the mental stability of the world’s population and impacting the global economy.
It results in the increasing the need to relax, get outside and recharge inner batteries.
Whether that’s paddling out at your local break or escaping to a neighborhood trail,
Vans will be there for you.

Footwear ASSORTMENTS
The Circle Vee FTW pack demonstrates newness and innovation from Vans.
From an all new engineered upper to reduce waste, a brand new Bio-foam midsole with contoured
footbed to provide a stable and supported ride with optimal comfort as well as utilizing the new
ECO rubber, which eliminates all of the petroleum based rubber while maintaining the grip and
durability that Vans is known for.
All this makes the Circle Vee shoe the most thoughtful shoe from Vans to date.
The 3 main features of the Circle Vee are:
• the Upper - which is 50% recycled cotton/50% hemp blend, producing a perfect blend of
renewable crop (hemp) and recycled cotton knitted together in a less waste producing, one piece
upper
• The Midsole/Insole -featuring a certified 74% Biobased content (by weight) foam,
molded into an ergonomic footbed providing sustainable, long-lasting comfort while significantly
reducing the environmental impact compared to traditional polyurethane foams.
• A Brand new “Rand” construction with the goal to reduce the amount of glue
and internal materials.

FTW FEATURES AND BENEFITS
All new eco rubber compound is made from responsibly
sourced natural rubber instead of petroleum derived
synthetic rubber. This new natural rubber compound
was developed and engineered to maintain the grip and
durability Vans is known for (since 66).
Laces made with 100% jute
fiber. Jute is grown with
minimal water and is
considered a fast growing
renewable crop.
Internal linings
are 6oz 50%
recycled
cotton/50%
hemp fabric
Upper is 50% recycled cotton/50%
hemp blend, producing a perfect blend
of renewable crop (hemp) and recycled
cotton knitted together in a one piece
upper (produces less waste).
Brand new “Rand” construction.
Goal to reduce the amount of glue and
internal materials in order to use less in
the connection of the upper to the
outsole.
New certified 74% Biobased content (by
weight) ergonomic footbed providing
sustainable, long-lasting comfort while
significantly reducing the environmental
impact compared to traditional
polyurethane foams.

Apparel assortment
There is also an APP part within the Circle Vee collection.
The capsule is made of organic and natural cotton fabric and sustainable ink is used
for the prints.
The pack gives classic surf vibes with an elastic waste range pant in organic cotton,
a tee with an earth positive message and an organic twill station jacket.
The capsule follows a selected distribution: ECOM & COVENT GARDEN ONLY

BACKGROUND INFO
• The company began when cousins Edwin Binney and C. Harold Smith took
over Edwin’s father’s pigment business in 1885. Early products included red oxide
pigment used as barn paint and carbon black used in car tires.
•After noticing a need for safe, high quality, affordable wax crayons, in 1903, Crayola produced
the first box of eight crayons which evolved into the iconic 64-count box in 1958.
•Since then, the Crayola brand has grown into a portfolio of innovative art tools, crafting
activities, and creative toys that give kids the power to express all that inspires them as they
explore, discover, play, pretend, and dream.
CULTURAL SIGNIFICANCE
•Crayola produces 13m crayons per day, sells product globally in over 140+ countries and 63%
of Kids use Crayola products daily.
•Social responsibility, community engagement, advancing inclusion as well as creative
solutions for greener tomorrow’s are top priorities within the company.
•Crayola recently launched a “Colors of the World” crayons with hopes to cultivate a more
inclusive world for children of all ages, races, cultures and ethnicities.
•Crayola exclusively launched their award-winning vegan & cruelty-free beauty line focusing
on inclusivity with ASOS in 2018 which ended up outselling MAC in its first week of sales.
•Crayola has an impressive collaboration portfolio patterning with fashion brands such as Levis,
Adidas, and Native, along with cosmetics brands, and food and beverage companies.
WHY IT MAKES SENSE FOR VANS
•In 2010, the two iconic companies came together to bring the first Vans colored by
Crayola collection in Fall 2010, celebrating the original collaboration with a new release
over a decade later!
•Crayola has been unleashing creativity and self-expression for
the last 117 years.
•They have a similar Off the Wall spirit by encouraging
inclusivity and consumers to color outside the lines

DIY
Colour your shoes
ADULT
ASSORTMENT

KIDS
ASSORTMENT

DIVINE ENERGY - HISTORY
INTERNATIONAL WOMEN'S DAY IS A GLOBAL DAY CELEBRATING THE SOCIAL, ECONOMIC, CULTURAL
AND POLITICAL ACHIEVEMENTS OF WOMEN. IT IS CELEBRATED EACH YEAR ON THE 8 TH OF MARCH.
HERE ARE SOME HISTORICAL SNAPSHOTS:
1908
FEBRUARY 28 TH:
15,000 WOMEN MARCHED THROUGH NEW YORK
CITY DEMANDING SHORTER WORKING HOURS,
BETTER PAY AND THE RIGHT TO VOTE.
1910 CLARA ZETKIN (LEADER OF THE 'WOMEN'S OFFICE'
FOR THE SOCIAL DEMOCRATIC PARTY IN GERMANY)
TABLED THE IDEA OF AN INTERNATIONAL WOMEN'S DAY.
A DAY OF CELEBRATION OF WOMEN’S WHERE THEY COULD
PRESS THEIR DEMANDS.
IN 1911 HAS BEEN HELD THE FIRST IWD IN EUROPE.
MORE THAN ONE MILLION WOMEN AND MEN ATTENDED
IWD RALLIES CAMPAIGNING FOR WOMEN'S RIGHTS TO
WORK, VOTE, BE TRAINED, TO HOLD PUBLIC OFFICE AND
END DISCRIMINATION.
INTERNATIONAL WOMEN'S DAY WAS CELEBRATED
FOR THE FIRST TIME
BY THE UNITED NATIONS THE 8 TH OF MARCH
1975.
INTERNATIONAL WOMEN’S DAY NOW
CELEBRATION OF WOMEN’S ACHIEVEMENTS.
RAISE AWARENESS OF ISSUES AFFECTING WOMEN.
FUNDRAISE FOR FEMALE-FOCUSED CHARITIES.
INCREASING GENDER PARITY.

DIVINE ENERGY - INSPIRATION
As a brand we want to be part of this worldwide celebration and to shine a light on the
achievements of Women and unify towards the fight for gender equality.
This collection was inspired with that spirit in mind showing the inclusions of all women which is
represented by the colors and materials chosen for the products. Also the graphics have an
impactful way to highlight all facets of Women globally - whether that is as a Mentor, Advocate,
or Dreamer, highlighted in multiple languages. Many of the pieces also feature the phrase “You are
Divine” as a reminder of strength and positive affirmation.
The name of this collection “divine Energy” refers to feminine energy that is not only present in
women, but in men and non-binary people as well. It’s an energy that carries both internal
strength and power in the form of kindness and respect. It’s an intellectual energy that should be
embraced and celebrated, especially during International Women’s Day.
International Women’s Day is a day to bring attention to causes that affect Women and unify all
people with the message to fight, uplift and celebrate the power of Women. This collection was
inspired with that spirit in mind showing the inclusions of all women through the varying use of
neutrals and the patchwork details to represent multiple communities joining as one. Whether you
are a dreamer, a partner, a friend or an advocate all, Women around the world are celebrated and
certainly welcomed to be “Off The Wall”.

HERO STYLE
WOMEN

KIDS
MEN

BMX PRIMARY
COURAGE ADAMS
BMX OLD SKOOL
The Elephant & Scale
Logo/Print is a
reference to being
more balanced and
patient - Courage
Adams
In S22 our BMX primary Story is with the one and only Courage Adams.
Courage Adams is someone we all wish to be like.. He is stylish, athletic and level headed.
He is inspired to help make the world a better place and support those who need it, inside
and outside of the BMX world. He is influenced by art & fashion – especially streetwear,
and loves to ride his bike with friends.
He is the first Nigerian Pro BMX rider, but he moved to Pamplona when he was 8 and began
BMXing at age 12.
He now lives in Madrid where he rides and is recognized as the master of ‘manuals’ - his
balance and bike control is second to none. His globally admired videos are highly
inspirational and have made Courage a fan favourite while remaining a quiet and humble
person. We are excited to give such a wonderful human a platform to spread some love and
happiness this season!

APPAREL & ACCESSORIES
Courage Adams apparel features a canvas vest with a quilted printed lining, multiple
pockets and Courage Adams embroidery details at the top right pocket.
The T-Shirt is an on the off wall tee with custom artwork, a nod to his birthplace.
Moreover, his collection includes a Authentic Chino Glide in the relaxed tapered fit with
Courage Adams embroidery details under the pocket.
FOOTWEAR
As the only FTW style we have the Courage’s BMX Old Skool
– Black and brown with artwork inspired by the African
Elephant and a set of scales – this is a reference from
Courage to being more balanced and patient. You will see
the artwork debossed on the heel and in a repeat pattern
not only on the quarter but also visible through a
translucent outsole for that premium look.
The BMX Old Skool comes equipped with the BMX specific
tech you expect - medial arch support and BMX waffle cup
outsole.

BMX OLD SKOOL
Features and Benefits
MEDIAL ARCH SUPPORT
COURAGE ADAMS
FOOTBED ART
SUEDE OVERLAYS
CUSTOM COURAGE ADAMS ARTWORK
CLEAR TRANSLUCENT RUBBER
WITH CUSTOM COURAGE
ARTWORK
TONAL HEEL DEBOSS

For our skate collaboration this season, we are doing something unexpected –
we are collaborating with Krooked Skateboards. Krooked are known for creating
pro boards in collaboration with awesome skaters. Hence, we of course decided
to bring a guest into this collaboration, too.
We worked with beloved Vans rider and Krooked
pro Ray Barbee and moreover brought in a
creative talent of Street Skating: Natas Kaupas.
So really this collab is Vans X Krooked X Natas for
Ray!
Natas and Ray have designed two of the most
iconic board graphics ever - the ragdoll and the
panther (see on the right). For our collab these
graphics were re-imagined by Natas and
incorporated into the shoe’s design along with
Natas hand style and Krooked design details.

ASSORTMENT
OVERVIEW

You can find the exact distribution of the
styles/stories in the
s22 Delivery flows
Locate for
eCom only styles!

THE LATEST FROM THE FAM!

Year of the Tiger “member only”
Old Skool
恭 喜 发 财
(HAPPY NEW LUNAR YEAR!)
IN HONOR OF CELEBRATING CHINESE NEW
YEAR,
WE LAUNCHED A YEAR OF THE TIGER
INSPIRED OLD SKOOL, FOR MEMBERS
ONLY.
THE SHOE IS PART OF THE
VANS X HUATUNAN YEAR OF THE TIGER
COLLECTION,
WHICH WAS AVAILABLE ONLINE ONLY.
ENGAGEMENT (Clicks through tile):
UK
3,142
DE
1,912
FR
1,096
NL
872
ES
2,792
IT
4,184
Swhat’s in store for the Year of the Tiger?
The Year of the Rat (2020) was about survival, and the Year of the Ox (2021) was
about anchoring ourselves in a new reality. The Year of the Tiger will be about
making big changes. This will be a year of risk-taking and adventure. We’re
finding enthusiasm again, both for ourselves and for others. Everyone is fired
up, generosity is at an all-time high and social progress feels possible again.

Barcelona diagonal
PICA PICA
CHALLENGE
Our store is in a shopping center where, in times after sales, we lose a lot of traffic…
we have realized that we didn’t give the same importance to Vans Family to those customers
who do not buy, who just come for a walk.
That’s why this month we are going to have a competition by team.
We will be divided into two teams and we will be counting separately the new members of Vans
Family who DO buy and on the other hand, those who DO NOT buy.
In this way we will be more aware of the amount of people who,
even though one day they are not being interested in buying,
they can be interested in the brand and that they
also want to part of the family.
The team that obtains the fewest points will invite the other to a
“pica-pica” as we call it.
You know that here in Spain we really like to get together to eat and
celebrate, there is better way to compete if in the end we all
celebrate together anyway?

It seems that in spain tortilla de
patatas is a serious matter!!!
Madrid calle montera
We have created a team competition to work on
our room for improvement.
It is about counting who we manage to retain in
VF without buying, that way our daily
percentage goes up.
It is a form of competition that has
always worked for us when going in
teams we motivate each other. So
much so, that we activated the W44
and our percentage rose to 88%.
We count weekly, but there are only a few
winners a month.
The winning team gets a delicious
potato omelette (tortilla de patatas)!
Mallorca
After an intense Xmas and a spectacular Winter Sales, how we can raise the sales this month,
after everyone already have everything thanks to Xmas gifts and succulent prices of our
discounts?
We introduced the highest value/items ticket game
WHEN: It starts on Monday and ends on Sunday.
POINTS: 1 point for each goal.
START POINT: First Monday ticket’s value
WINNER: Who has the highest number of tickets > than the Monday’s first one.
GUIDELINES:
Be curious: you observe the partner as he does his work, what techniques he uses to
sell the maximum, in addition to informing you much more about the product and
being able to explain it better to the customer.
Act Courageously: Off the wall attitude
Persevere: Try until 3rd no, a commitment to excellence, drives results
Act with Empathy: to understand and respect both partners and customers.
Live with integrity: You are authentic and you get it for yourself.
Apart from making us grow horizontally as better professionals
and humans, it is a very fun challenge.

Van dorens!
It’s all about vans’ people
A new section dedicated to our teams.
We will try to add all the new employee and the new roles in
our EMEA stores.
Jean christophe santiago
New district manager for France!!!!
Hey ! I’m Jean-Christophe SANTIAGO (JC)!
I’m the new French district manager.
Some of you already know me since 2022 is my 10 th
year in VANS.
Actually, I was hired as store manager of the beautiful
store in Marseille, south of France in 2012.
The brand was on fire and I dedicated the 4 following
years to build a solid team, develop people and drive
results!
After some successes, I entered the DMT program and
work with 4 satellite stores during almost 2 years.
What an opportunity it was to learn directly
on the field!
Everything that I discovered during this training stayed
with me until now,
best professional experience of my life (so
far…).
Recently I got promoted to this new role and I’m very
grateful to my former DM, Olivier, to my French SMs
who pushed me along the way and to Natalie and
Alessio.
The welcome has been wonderful ! Can’t wait to get to
know all of you this year and let’s be crazy and off the
wall, IN PERSON !
SM in
Marseille
Dmt
programme
10th vans
anniversary
and dm title!
2012
Creation of a
solid team
Experience
on the field

Mendy goes to Utrecht!
Hi team,
We have a cool thing to share from team
Maastricht;
After having Mendy working here for 3,5
years in Vans Maastricht, she has given the
opportunity to work at Vans Utrecht as
an Assistant Store Manager.
Right from the start that Vans vibe was already very
much alive, but in those past 3,5 years she truly
developed herself into a true Van Doren
ambassador. She was a huge part in our team, both
as a working force and as a listening ear.
Besides that, we had loads of fun with her! On her last working day in
Maastricht she really surprised us with this awesome gift: a skate deck with
a picture of the team printed on!! The board has gotten a special place in
our stockroom, Mendy already had a special place in our hearts…
Mendy, good luck in Utrecht, show ‘em that Maastricht spirit!!

Last but not least, we would like to share a
letter we received this month from the Vans
Team in Warsaw Golden Terraces, Poland.
As a skater I’ve been Vans’ customer for a long time before I started working here and I was always
really keen on the customer service the employees provided.
The experience of shopping in Vans store is not like any other store I’ve ever
been to thanks to the unique atmosphere and attitude towards customers.
That’s why everyday we try our best to make every visit in our store enjoyable!
I think we all know what S.K.A.T.E stands for but even the best of us could use a reminder
sometimes ;)
First of all :
S.mile and greet - every time I went to Vans store I’ve always felt welcome and that’s
exactly why we share our enthusiasm for the brand with the customers. We’re happy that
we work here and we’re always happy to help!
K.nowing the products and customers’ needs let’s us provide the best service we can.
When I was buying skate shoes I could always count on employees’ help to get exactly
what what I needed when it came to durability, boardfeel and all the other features i
wanted. We all wear Vans so we know best, right? Chill atmosphere and a bit of casual chat
usually led to…
A.dding on items that i didn’t even know about (new collaborations for example). We
always give ideas how to style your shoes with the rest of your outfit so you can look your
best in your fresh pair of Vans. After
T.ying it up and
E.nding with a smile I always went home hyped about my new stuff so that’s precisely
what I try to achieve now when helping customers.

Knowing that there are different types of customers we have to be
able to adapt to provide best service we can. Here in Poland most
people tend to be rather withdrawn and usually tell us they don’t
need any help because they’re just looking around. Seems quite
demotivating, right?
Despite customers’ not-too-friendly attitude we always do our best to make them feel comfortable in
our store so when they’re “just looking” we give them time to look, we show them what’s where,
make sure they know that they can count on our help anytime and then go for a bit of chat to make
them feel more relaxed.
There’s nothing more enjoyable than seeing a grumpy guy leave the store with a
brand new pair of Vans and a big smile :)
Work in Vans is not like any other that’s why our customer service is truly unique!
It’s hard for me to compare the work experience here to anything other than skateboarding.
We’re all friends with the rest of the team, we support each other and have this sense of a
community we’re a part of.
When I’m at work I have the same mindset as when I’m skating!
I don’t mind a fail every now and then because just as in skateboarding
it’s always S.K.A.T.E or D.I.E.
d.O your best to
i.Mprove the
e.xperience
Note from the editors:
We personally love
your letters and this
new acronym seems
perfect for us!
We only need a solution
for the copyright

HEART &
ISOLEI
We are super happy to have for the first time an “heart and sole” story
from the ECI team.
Thanks Raul for your letter
Raul with his dogs
What's up family! My name is Raúl Izquierdo, born in
Santander, Malagueño by adoption.
I love good vibes and I'd be lying if I say I'm super
sporty or very sporty, yes, I'm very
“DISFRUTÓN”(enjoyable) and I love my job, plus my
dogs and my people.
In 2013 I had the opportunity to join VANS ECI Malaga, and see
the concept evolve and raise the standards to what we know
today.
I started as FT with my partner Sofia (she is now a police officer, and she got her training
watching the sales area, hehehehe), and between the two of us we put the ECI Malaga in the
top positions with very top results.
Thanks to this, they noticed me and gave me the responsibility for some centers in the Southern
Area, which was very easy for me due to the collaborative spirit of the staff
working in ECI!
It's nice to have a team like that.
I can't say it was very easy either, since I had to combine the hours of selling by applying SKATE,
folding T-shirts and tidying up the warehouse with the management of the corners, and from a
distance! In addition to following the guidelines of VANS, and ECI and its floor managers,
because, if you do not know how the concept is,
we work in someone else's house, in a
space that we hired from ECI, with its
rules ... another curious feature is that
the warehouse areas varies depending
on our results, if we sell a lot, more
space, if others sell more than us, they
take space from us, IMAGINE what an
exercise in adaptation!

At the beginning we traveled 1 day only, and with that and with a lot of help from the team, we were
overcoming goals, introducing SKATE and the VANSPHILOSOFY in the ECI world, you have to
know that each corner of the 40 that we now make up Iberia, except our flagship in Portal del Angel in
Barcelona with Jessica Guindo with SM, the rest have no store manager, no assistant, no supervisor,
just sales specialist with a lot of desire to do a good job.
In 2018, I was given the opportunity to leave store as Area Manager and the management of the
southern half of Spain, Canary Islands and Portugal,(the other half is my Irene Albericio's, great
support, along with my Patricia Mateo) based in our offices in Madrid (Krystyna Pylypchuk and
Gonzalo Gomez have just formed the quintet of ECI) and here we are still in the battle, with a great
team that accompanies me in every corner, and with many successes to achieve with their help.
Finally, I am the father of Eneko, and in just 6 months that we have shared 24/7,
Eneko, raul’s son
and greatest teacher
he has taught me that the ability to do
something for someone selflessly, is
immensely huge, and it is something that
since I returned last January 17, I try to
apply to my team so that they feel valued,
supported and eager to develop.
I feel very proud to be part of a family that does not let your hand go and go on with
the resilience they have shown.
Raul Izquierdo
AREA MANAGER ECI

Share with us your passions, talents and creative
expressions!
C’mon it’s time to Show everyone
what you’re worth!
CREATIVITY TAKES COURAGE!
HEY GUYS, DON’T FORGET THAT IT’S A
BRAND INITIATIVE, SO PLEASE MAKE SURE
YOU WEAR VANS!

Editor’s note:
I have to say sorry to Senne, that send me the first link of his music
in January. I preferred to wait for the story and official «material»
to share the story of this talentous band!
AWAITING CHAOS
The Story By Senne Blokland
(Assistant Store manager, Vans Antwerp Kammenstraat)
The Beginning:
In 2012 at the age of 14-15 my cousin who was 17 and I were already into metal music for
several years.
Both playing guitar and trying our best at the crazy vocal techniques.
At a family happening in a hotel in the Ardennes we’re
jamming to some cool songs and he told me he was
trying to put a band together with some friends just for
fun maybe even as a joke.
Obviously I couldn’t pass this opportunity so
I screamed my heart out on a new track by one of
our favorite bands and so I became the singer.
After a couple of weeks we had a full line up and after
the first rehearsals we felt it wasn’t a joke and we really
wanted to make this work.
We rehearsed basements that couldn’t fit us all but we made it work, chipping in from our
allowance to rent a space became a better option.
Writing, jamming, chilling every Sunday with the boys.
The band
(take a look at
the fantastic logo)
4
1

The first show took place in 2013 with an audience of
20 people. HELL YEAH!
Right after the show we were approached by a booker who
wanted us in the agency and so we were able to play a lot
of shows in Belgium and soon followed: The
Netherlands and Germany.
On February 25, 2015 we released our debut album
‘Emmisary of Hate’ which got us a lot more shows both
in the country and internationally with a SPAIN tour in
2017 playing cities like Barcelona, Madrid,…
AMAZING EXPERIENCE, literally the best time of our
lives!
No new music was released since 2015 but let me introduce
to you to the title track from the upcoming
2012
1ST
CONCERT
2014
START AS A
TEENAGER
2013
CONCERTS IN
BELGIUM, NL
AND
GERMANY
EP BLACK TEMPLE With video clip.
https://www.youtube.com/watch?v=XmtHc--iiDs
1ST ALBUM &
INTERNATIONAL
Awaiting Chaos is going at full speed again so expect more TOUR
SOON!!!
2015
Our music is available on every major streaming
platform: Spotify, Youtube, Itunes, Google play music,
Bandcamp,…
If you want to rock some awesome merch go visit the AWAITING
CHAOS BIG CARTEL.
More to come...
Can’t wait
I want to end by saying how gratefull I am for all these memories
and experiences and I hope the future will hold more for us.
Stay Metal, Stay Brutal,
Have a Beer at a Show
4
2

...STRAIGHT
FROM THE FIELD!
malaga
THE THREE MUSKETEERS
ITZIAR
ALSO THIS MONTH, THE TEAM
IN MALAGA CONQUERS THE
FIRST PAGE WITH
3 BIG SALES!
Ale 9 items total amount 289.30 euros
Pablo 10 items total amount 249.60 euros.
Andrea 7 items total amount 251 euros.
MADRID - LAS ROZAS
And here we go again!
Sebastián did an amazing Super Sale!
11 items AT A value of...340.10€
Keep the big S.K.A.T.E happening!
SEBASTIAN

...STRAIGHT
FROM THE FIELD!
PARIS – ONE NATION
A new Van Doren in Paris starts with a
great result!
Jessye did it!
A Vantastic sale of 462 € (21 items).
JESSYE
lugano
Giada
Also for this month in Lugano, we have our
power girl Giada in pole position with her
big-ticket
689 CHF and 18 items.
4
4

...STRAIGHT
FROM THE FIELD!
ALCOCHETE
WE ARE SUPER HAPPY TO SEE A
MEMBER FROM ALCOCHETE IN
THIS SECTION!
MIRIAM SHOWS A LOOONG
TICKET OF 13 ITEMS AT A TOTAL
OF 378,60 EUR!
Miriam
... But it’s not all...Sara from
alcochete sent us a special
message and highlighted how her
team is so wonderful!
Hello guys, how are you? You've heard of S. Valentine? on February 14, 1994 a person named Sara was
born, in this case me, ahah.
Taking advantage of this day so well known to all of us, a day when love for our partner is celebrated, I
emphasize the importance of having and celebrating love for ourselves. Self-love.
Certain circumstances of life make us evaluate our value, what we want, what we need. And love for
ourselves is the basis of everything we need. This year, I felt a love I never felt. My team
sang congratulations to me in the store (in surprise). A small gesture made me feel so happy, so loved
is valued. I felt that those people I have lived with for more than 4 years really like me and have
immense respect, consideration and friendship for me.
In all relationships, whether loving or friendship, we need to have respect, friendship, loyalty and especially
a lot of love for ourselves so that we can then love others.
I hope you all meet well. Huge kisses with immense love and affection.
Sara Moreira
Don’t forget to love yourself, ALWAYS!

...STRAIGHT
FROM THE FIELD!
Giuseppe
MILAN TICINESE
Giuseppe approached this German tourist
and ended up selling him 4 pair of shoes,
a beanie, one drill chore coat and a
versa hoodie,
for a total of 532€!
What a good way to fill the wardrobe,
we'd say
VANSTASTIC!!!
SERRAVALLE
What a special duet in Italy!
Alice and Marco show €416.33
and €679.00 tickets with a total
of 44 items.
Alice and Marco
OXI
NOVENTA DI PIAVE
Here to celebrate the newest
team member in Noventa, OXI,
that sold 9 items for a total of
Eur 278.40!

...STRAIGHT
FROM THE FIELD!
ANTWERP KAMMENSTRAAT
WE KNOW THIS THEM SUPER WELL NOW!
THE STARS OF ANTWERP....
We have Spider Nuyens and Nathan
Wright making a team sale of
568.00!
This is the picture with the guy with
the beanie (Spider) and the guy in
the grey hoodie (Nathan).
SPIDER and NATHAN
We also have Spider Nuyens and
Sidney Yacoubu teamselling for a
ticket of 503.00!
This is the picture with The guy with
Beanie and brown jacket (Spider) and
the guy with the green hoodie
(Sidney).
SPIDER and SYDNEY

LAST BUT NOT LEAST...
Dear Spider,
You deserve a dedicated
page for this purchase!
Look at this ticket...
Only one type of item has
been sold... Guess what?
39 pieces of
NIKWAX!!!!!!
The customer wanted 40 but
we just had 39 so Spider sold
out the entire stock of
cleaners in 1 sale.
For a total of 273
euros!
By the powers vested in us, we now pronounce you,
Spider Nuyens, King of Nikwax.

Vans 66
FROM OUR STOREs WE RECEIVED always CONFIRMATION OF HOW MUCH
OUR CUSTOMERS LOVE THE VANS FAMILY PROGRAMME!
Be prepared because this month we have a lot of
vans-tastic winners!
Two mini vans supporters
In braintree!
We had two of our loveliest little customers in on
Sunday 6 th Feb.
The family are huge Vans collectors and they have been shopping
with us for years.
Harley and Daisy are two of our most loyal little
Vans Family members so the only thing left for
them to redeem, had to be the Size 66!
This will go very nicely with all of the other Vans Family items
that they have collected, including the rainbow flag which Daisy
saw on display and just had to have as well. Super deserving. We
love having them in store and cannot wait to hear how they get
on with the 66 at home!
HaRLEY AND DAISY
ALFIE AND HIS HUGE NEW
SLIP ON 66 IN CHESHIRE
OAKS.
We gave him the size 66 when he came
in with his family as he told us he wanted
to be a skateboarder when he grows up
and LOVES Vans!

A «lucky» and fluffy fan
in livingston
Our team in Livingston received a special email
from one customer.
Here their message:
“Hey guys!
I cannot describe how in awe I am of this humongous
shoe you gifted for your pal Lucky!
He loves it and has been hiding his toys in it already,
I’ve sent some of the snaps I’ve caught of him sitting
with it while raging that I stopped his play time for
pose time (he did not enjoy when I put it on the
windowsill) haha.
We had one of our wonderful regulars in store
yesterday who usually brings her cat in a bag with
her so we decided it was about time she got a big
shoe for her and Lucky the cat.
She sent us some pics this morning of Lucky
enjoying his new toy-hiding place. And I've got a
wee picture with him too from one of the times
they visited in store.
Here the email from megan
As you can tell by his face he is very proud!
I’ll bring him through soon so you can see how massive
he is now!
So much love to you guys, you brighten my day every
time we come visit!”
LET’S MOVE TO
SPAIN...

VANS GIRLS IN MADRID
PARQUESUR!
Hello again Family!!
I present you our last members of the Family
Olivia and Frida.
They were born in USA but now they live in Asturias (Spain).
More than a year ago they began to surfing in a school
(Picante de Tapia).
In the north of Spain they have a really good waves and they take
advantage of it.
Four months ago, our surfers’ girls enter in the Skates’ World.
What’s better than a pair of Vans to begin in this sport? That’s why
they came to our store.
We talk, we laugh and we have a really good time!!
Clearly these adventures are worthy ambassadors of our brand!!
Love at first sight in
Calle Montera!
I begin by telling you the story of Eric, this little
angel who came directly from Valencia to spread
love and tenderness, with an incomparable smile
and a great passion for our brand.
With only 6 years old and with very clear ideas,
he himself chooses his shoes and colors so
that he can shine wherever he goes,
It was impossible for us to be indifferent (SIZE 66 at
first sight).
After receiving his gift Eric told us
that it would be very useful for his cat, so
that they can play and serve as a small
house or hiding place.
LET'S GO ERIC, YOU ROCK!

MALAGA
El alemán más malagueño
Boris is a German who resides both in Malaga and
Germany.
He is loyal to Vans and whenever he is in Malaga, he
stops by our store to visit us.
He is a very nice, polite, cheerful man... We feel very
comfortable attending him.
Almost every time he comes, he tries to
make a purchase to get a gadget from
Vans Family (he has almost all of them!).
So, we have considered that the first giant Slip-On
has been deserved by him.
And, to my surprise, he showed me that he
has all the gadgets hanging on a wall in
his house, of which, in Germany, they have
also given him the giant Slip-On!
Thanks Boris,
eres un crack!
BE CAREFUL!
A VANS ADDICTED IN
MALLORCA!
HOLA A TODOS!!!
Today we want to present the new winner
DANIEL!!!
Daniel is our client since DAY-ONE, Is a
HUGE fan of our WAVE, has over 20 pairs of
VANS,
he’s OBSESSED with the ULTRARANGE,
because he can use them at work, thanks
to their comfort and because are casual!
He share this passion with his son, but they
don't have the same size, this make his son
very very angry, because he can't steal
them from his father's collection!!
WE DID IT AGAIN, ANOTHER FAMILY
ADDICTED WITH VANS!!!!!

The Artist is present ...
in Barcelona Diagonal!
Welcome to Javier Calleja
In our store we are in favor of supporting local artists or
events, so we were very excited to see that
Vans was going to collaborate with Javier Calleja,
a Spanish artist who lives in Malaga.
The work of the malagueño is difficult to define and he
prefers not to do it.
“I don’t like labels, they pigeonhole you.”
Critics try to label his work pop, kawaii, or highlight the
influence of Japanese manga, but he always tries to run
away from it all.
“I vindicate Mediterranean art, which is born from
the heart, more emotional,” says the artist, who
acknowledges that his work “drinks from everything.”
Little by little he is triumphing around the world,
but it was last year when he sold his most valuable piece to
date for 1.14 million dollars in Hong Kong, even famous DJ
Steve Aoki has bought his art.
In our store we are excited to give him a voice both with our
customers and with you, have a look at his art on his
Instagram account @javicalleja.
5
3

CONCESSIONS

Top performers
10%
-42%
StorE
RESULTS
LA CORUNA +10%
SOL -16%
SALESAS -42%
-16%
* 2021 VS 2019
LA CORUNA SOL SALESAS
UPT WINNERS MULTIPLE SALES ATV WINNERS
OPORTO 1,07
MARBELLA 1,04
PORTAL DEL ANGEL 1,03
LISBOA 0,99
AVENIDAS MALLORCA 0,93
MARBELLA 20,9%
OPORTO 19,4%
CORUNA 17,7%
PORTAL DEL ANGEL 17,6%
PAMPLONA 16,1%
SOL 53,20
OPORTO 47,30
PORTAL DEL ANGEL 44,20
MARBELLA 41,80
LEON 41,80
ATV SALES COMP UPT
€ 38 +11,10% 0,81
JAN 22

Sku results
1 st UA SK8 HI MTE 1 BLACK/WHITE
2 nd UA VANS SPORT SUEDE BLACK
3 rd UA old skool GUM ASTRAL AURA/TR WHT
4 th UA SK8 HI MTE 1 DACHSHUND/SUEDE
5 th UA old skool PIG SUEDE POMEGRNT/WHT
N° ops SALES COMP UPT
avt
7.748 91% €62,10 1.18
JAN 22

AT THIS POINT, OUR VANS MAGAZINE SHOULD FINISH....
HOWEVER WE HAVE A REAL VANS-TASTIC NEWS FOR YOU.
FROM THIS ISSUE ON, OUR BIG EMEA VANS FAMILY GROWS...
WE ARE SUPER HAPPY TO INTRODUCE YOU OUR
STORES!
IT WILL BE A GRADUAL PROCESS , BUT WE ARE SURE THAT IN THE NEXT
MONTHS WE WILL BE READY TO PRESENT EVERY SINGLE COUNTRY AND THEIR
STORES.
FOR SURE, YOU HAVE A LOT OF QUESTIONS ABOUT THEM,
SO TOGETHER WITH PIOTR DURKA, WE’LL TRY TO GIVE SOME ANSWERS TO
YOUR DOUBTS.
HE HAS A LETTER FOR US...
IN THE MEANTIME....

PSS
Old members, new Vans Family joiners
PSS – PartnerShip Stores – are starting to play one of the key roles in our new Direct To
Consumer marketplace.
It feels natural to invest few minutes to describe very powerful and respected member of our
Vans Family.
It is pretty tricky though, to introduce this Family member.
You probably ask yourself ‘why’? Answer is simple – it is because of our consumer and the way
he is seeing it.
Our precious consumers don’t know if they shop in Partnership Store or in our Own Retail.
Consumers are expecting same experience that Vans offers in every Vans Monobrand door.
Finally, consumer has expectation that no matter in which store they go, they will have access
to same shopping experience and superior customer service, without exceptions.
And that is why, focusing on curation of consumer experience, aligning upon store role and
bringing Partnership Stores employees in the centre of Vans Family is so important for all Vans
Family as fundamental part of BRAND DTC vision.
Consumers expect Partnership stores to look, feel, touch, taste and sound exactly as our Own
Retail. Providing consumers access to seamless Van Doren spirit experience everywhere, is one
of the reasons why partners are a relevant part of our family– we need to make all the Vans
stores to provide consumer same feelings and emotions.
Effects of work done in this area are already visible:
• Recently 15 of our Partnership stores in Italy has started to offer consumer
benefits of Vans Family loyalty program;
• Our District Managers in Italy – Rossana and Daniele – are working together
with Partnership Stores to boost the retail quality and tighten our relationship.
• And obviously be part of this Magazine.
Those are just few examples visible at a first glimpse but trust me there is a lot more happening
behind the scenes.
Due to their capabilities, they became closest Family Member that we need to care for,
just as we do for our Own Stores.
Stay tuned for more
Piotr Durka
Senior Manager PSS Development

I FEEL SO SORRY TO SPLIT THIS
BEAUTIFUL COUNTRY INTO 2
DIFFERENT PARTS, BUT IT’S
IMPORTANT TO SHARE ALL THE
PHOTOS I RECEIVED.
I could not imagine we had these
beautiful team all around Italy!
Just to recap:
- 15 stores;
- 8 regions,
and for sure, more to come!
HOWEVER, I CANNOT FORGET TO PRESENT YOU,
TWO GIRLS THAT TOGETHER WITH PIOTR,
HELPED ME ON THIS PROJECT.
MAKE SOME NOISE FOR
ERIKA AND VIOLA
THAT HAVE A MESSAGE FOR YOU!
TAKE A LOOK AT THE NEXT PAGE
5
9

“Partnership Stores Staff belong to
TWO families that coexist:
•their Group
•VANS FAMILY <3
They are enthusiast to share with you their stories, their
background and, why not, their best practices!”
GIRLS... A HUGE THANK YOU FROM THE VANS MAG TEAM!
OBVIOUSLY, IT’S ONLY THE START OF A WONDERFUL
COLLABORATION!
NOW THAT YOU CAN READ OUR MAGAZINE, WE CAN’T WAIT
FOR YOUR CONTENTS.
FOR SURE WE ALREADY HAVE SOME PRECISE
SECTIONS, BUT WE ARE HAPPY TO
INTRODUCE EVERYTHING YOU WILL PROPOSE
US: PROJECTS, CHALLENGES, STORIES ...
WE
NEED
YOU!
SO...
DON’T BE SHY AND SHARE!
WE WILL SEND YOU A MESSAGE
EVERY MONTH WITH A REMINDER
OF CONTENTS AND A DEADLINE.
WE CAN’T WAIT!!!!

STAY TUNED!
Drop us a note, we appreciate your feedback:
vans_retail_ops@vfc.com
6
1