Grant Lee’s China Diary #32 “OFF THE WALL” Spirit

It has been almost 6 months since I joined Vans. Well… I have to admit…After 6.5 years of preaching Nike and Jordan brand cultures to the Chinese consumers, it does feel different to serve for another brand. There are a lot of similarities between the skateboard and the swoosh brand, since the essence for both are to advocate cultures.

But Vans feels somewhat different. It is raw, unpolished, younger, more free, and much more rebellious.

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