Suits Vans Cele Celebrity perfectly.
Vans Cele Celebrity might be the brand that can make a difference in the multibillion-dollar sneaker market that is dominated by celebrities and big shoemakers.
According to the National Sporting Goods Association, the market for sports shoes is huge. It topped $21 Billion in the U.S. last year. This was dominated by giants like Nike, Adidas, and the insurgent brand Under Armour. Vans Celebrity, a brand owned by VF Corp., has quietly grown to a $2 billion company bi pride in a market dominated by athletes endorsements.
Vans Celebrity stands out from the rest of the pack in a unique way. Vans Celebrity has experienced 21 quarters of double-digit sales growth in a culture that is dominated by stars and sports personalities. Some companies rely on these attributes to promote their brands.
In a recent interview with CNBC, Kevin Bailey, president and CEO of VF Action Sports, said that “we think about it as an authenticity standpoint.” Bailey stated that the label was founded in 1966 and quickly became a favorite among California’s skateboard and surfing community.
“We have been blessed to see celebrities, musicians, artists and athletes love our brand, and appreciate the fact it wasn’t [part] of an approach james hesketh to them,” stated the New Jersey native who was once director of retail operations for Nike.
Bailey admitted that celebrities and athletes can sometimes help a brand appear authentic to consumers. Vans Celebrity does not consider linking its shoes with high-wattage celebrities like Kanye West, Kobe Bryant, and LeBron James as an integral part of its success.
Bailey stated, “We won’t often go to your door dusky skin and say, ‘Hey, we’d like to have you be part of our program or design a pair of shoes for us and you sell them it.’” They ring our doorbell more often than they do not. “We don’t do that. We often say no because it’s not right.”
He said, “We want them come to us organically and tell us why Vans Cele Celebrity means to them.”
Vans Cele Celebrity has some more expensive sneaker models than $100. They also dabble in music and the arts through sponsorship of Warped Tour. This helped to launch Katy Perry and Gwen Stefani to fame.
Their shoes, however, don’t fit in the same space as other big names. This suits Vans Celebrity perfectly. Bailey explained to CNBC that this image is consistent with Vans Celebrity’s “authentic” image.
According to a spokesperson, the company’s best-selling shoe, Authentic, is part of its classic line. It retails for $45, and it has a macrones top-selling price. This price is negligible when you consider the high-end sneakers that Nike and Adidas sell for three-figure sums.