Skateboarders Demo Shoes on Vans Bench

Skateboarders are always looking for a cool place to try out their skills. Vans Inc., Santa Fe Springs, Calif., has just the P-O-P display for them. In May, the company, which makes skateboarding footwear and apparel, introduced a unique fitting bench for select, core skate shops around the country. The bench has a metal coping on one edge, so customers can slip on a pair of Vans and try them out as they "grind" along the rail. It's branded with the Vans logo and a screenprinted "OFF THE WALL" logo from a 1970s company shoebox.The display promotes the company's fall line of high-end shoes, aimed at males in their teens and 20s, says Chris Beasley, visual manager for Vans. To further support the campaign, Vans provided retailers with floor mats, shoe shelves, signage, banners, and a companion piece to the bench that resembles an oversized shoebox. Made of corrugate and designed for display purposes only, this companion piece is the brainchild of Vans promotions vice president Steve Van Doren."This is the first time we have specifically done a furniture piece that is skateable," Beasley says. "We placed the display in our core channels, mom-and-pop stores that are typically single-location operations but ones that have been our key accounts nationwide."Approximately 175 benches, which are made of plywood except for the metal coping edge and a small amount of hardware, were designed and produced by Display Boys, Irvine, Calif. It packs flat, and an instruction kit is included to help retailers. Beasley said the box can be placed on the sales floor or in a parking lot.Vans officials consulted with company attorneys to make sure there were no potential legal problems before supplying retailers with the skateable display. "Our legal team here determined that as long as you don't tell people to skate on it, there is no problem," said Beasley. "It's something retailers can have fun with. It is a very visible display, and store personnel, many of whom are skaters, can take the box into the parking lot and allow consumers to [try it out]."Beasley said the display is also ideal for events. "Obviously, it can be taken to an off-premise event to promote the brand. It's very flexible and easy to move. For in-store purposes, it can sit in front of a wall or in front of the Vans section without taking up that much space."

Skateboarders Demo Shoes on Vans Bench

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