Vans Launches New Future Campaign by Reimagining the Old Skool with Four Athletes
Published
Vans is redefining one of its most iconic silhouettes through the lens of individuality, creativity, and skateboarding culture. Titled New Future, the latest campaign spotlights the Premium Old Skool with collaborative designs by four athletes—Cocona Hiraki, Karina Rozunko, Tania Cruz, and Efron Danzig—each infusing their vision into personalized takes on the classic skate shoe.
Originally released in 1977 as the Style 36, the Old Skool was the first Vans sneaker to introduce the now-famous Sidestripe. It’s arguably the most synonymous sneaker with Vans, and even though the brand preserves the history of the original, they’re not afraid to shake things up.
Cocona Hiraki – July 17
Leading the collection is Cocona Hiraki, the Japanese skate prodigy and Olympic medalist, whose version of the Premium Old Skool drops July 17. Her design features custom artwork embedded in a translucent outsole, paired with a removable friendship bracelet and charms inspired by her Japanese heritage. “With skateboarding, no one person is the same. Each person has a different style,” she says.
Karina Rozunko – September 4
On September 4, Karina Rozunko unveils her vintage-inspired take on the silhouette, featuring an asymmetrical wrap upper, custom metal hardware, and a design rooted in her traditional longboarding style. The effortless balance between fashion and function mirrors Karina’s own aesthetic: “Whatever you own, you can look amazing if you’re just rocking it.”
Tania Cruz - September 4
Sharing the same release date, Tania Cruz brings her community-driven vision to the Premium Old Skool with a rub-away black leather upper that reveals a rich red layer beneath. “The Old Skool can be compared to a person who has scars from the past. We have to wear them with pride because they make us unique, strong and different,” says Tania, whose design celebrates the global skate and art scenes she calls home.
Efron Danzig – September 10
Closing the campaign is Efron Danzig, whose bold reinterpretation lands September 10. Her version fuses DIY punk fashion and high-end design, complete with a full-grain leather upper, silver hardware, and corset-inspired lacing. Referencing everything from New York rockers to Marie Antoinette, Danzig says, “I took details from old New York rockers, trashy girls, punks, and my friends who make clothes. I’m like, dude, a skate shoe version of that would be sick.”
The New Future Premium Old Skool collection will be available via Vans and at select global retailers beginning July 17. As of now, retail pricing has not been confirmed. Download the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Cocona Hiraki x Vans Premium Old Skool
Karina Rozunko x Vans Premium Old Skool
Tania Cruz x Vans Premium Old Skool
Efron Danzig x Vans Premium Old Skool
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com
