VANS COMMEMORATES 20 YEARS OF SKATEBOARDING PROGRESSION WITH LEGENDARY SKATER GEOFF ROWLEY
The latest chapter of “This Is Off The Wall” campaign puts a lens on the iconic british skater who took on the world—and won!
Since 1966, Vans has championed skateboarders, supporting the iconoclasts who pushed boundaries within action sports and brazenly lived for what they believe in. Over the last two decades, legendary British skateboarder Geoff Rowley has epitomized this ethos, living and breathing an “Off The Wall” mentality all his own, and progressing skateboarding with a level of rawness the world had yet to behold. As Rowley characteristically puts it, “if my body can handle it, I will push it till the day that I die.”
Photo Credit: Julien Lachaussee
Vans reflects on Rowley’s 20-year career on the Vans team with ‘Rowley Vs’, a new chapter of the brand’s “This Is Off The Wall” campaign. An homage to the defining moments of adversaries overcome in Rowley’s prolific career, Vans pairs archival video and personal insight into the history of Rowley’s skateboarding evolution, and succinctly conveys his enduring mindset throughout the grueling process.
For 20 years, it’s been Rowley versus his skateboard. And with that, came an industry in need of constant change. From the rough and tumble streets of his childhood Liverpool to charging the biggest handrails, steepest stair sets, and most death-defying gaps around the world, Geoff has always approached skating with tenacity and grit. Not pain, fear, convention, or apathy could stop him from making his mark on skateboarding. Rowley emerged from the rubble as a true pioneer, inspiring a generation of skateboarders to surpass the improbable on a skateboard, and he did it all while keeping his integrity intact.
Los Angeles Convention Center, Los Angeles, CA
Photo Credit: Daniel Harold Sturrt
Chief among the series is his 50-50 on the Staples Center hubba in Los Angeles in 1999. The iconic trick on the chest high ledge—still one of the gnarliest spots ever skated—cemented Rowley as a force to be reckoned with, and laid the groundwork for the release of his innovative Rowley Pro, the shoe that single-handedly spawned the rebirth of the vulcanized skate shoe and ushered in an era of slimmer-fitting, higher-performing skate shoes.
To commemorate this historic moment and Rowley’s overall contribution to skateboarding, Vans has erected a bronze statue of the icon himself at the Los Angeles Convention Center hubba, where the trick took place. While traditional sports have honored gilded superstars such as Oscar De La Hoya, Kareem Abdul-Jabbar, Wayne Gretzky and others in similar fashion, Vans makes a subversive move to memorialize Geoff Rowley, a true legend of skateboarding. Within sight of the said sports superstar statues, Rowley’s monument sits at the ledge across from Star Plaza and will live there for 30 days as a tribute to skateboarding and Vans’ recognition of the sport’s magnitude in our culture.
Geoff’s vision and commitment to finding spots no one else would ever even dream of has defined his career. Among the many death-defying spots he’s skated over the years, none stand out more than the 52-foot tall container gap, which finds itself at the center of another short film in the ‘Rowley Vs’ series. “Commitment is the key to progression,” says Rowley, and with the container gap, it was “full commitment or you might never get to skate again.” With no second chances he frontside 180-ed the gap, marking one of the most unbelievable mental and physical victories ever filmed in skateboarding. Further proof that it’s in Rowley’s DNA to try the hardest trick, at the sketchiest spot, with full willingness to commit in the face of the ultimate consequence.
Container Gap, Long Beach, CA
Photo Credit: Ryan Allan
To engage the global Vans community and acknowledge Rowley’s international impact, the ‘Rowley Vs’ campaign will expand beyond the digital campaign with physical activations worldwide, at House of Vans locations and skateparks from Liverpool to Paris. Throughout August and September, the digital presence of ‘Rowley Vs’ will include the aforementioned shorts and a much anticipated, all-new Rowley video part, to be released by Thrasher Magazine online. In 2000, Rowley won Thrasher Magazine’s coveted Skater of the Year award, and in 2019, he’ll remind everyone why he’s a certified legend.
‘Rowley Vs’ expands on Vans’ “This Is Off The Wall” narrative, a campaign that defines what “Off The Wall” means through a diverse series of digital storytelling, contests, and immersive experiences that inspire, enable and support global creative communities. For more information on the ‘Rowley Vs’ series visit Vans.com/rowley and Vans.com/offthewall, and join the conversation by using #OffTheWall on social media.
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel and accessories brand. Vans® authentic collections are sold in 84 countries through a network of subsidiaries, distributors and international offices. Vans® has over 2,000 retail locations globally including owned, concession and partnership doors. The Vans® brand promotes creative self-expression in youth culture across action sports, art, music and street culture and delivers progressive platforms such as the Vans Park Series, Vans Triple Crown of Surfing®, Vans Pool Party, Vans Custom Culture, and Vans’ cultural hub and international music venue, House of Vans.