Although Vans is primarily a shoe company, it has long been producing videos, sponsoring skating events and backing concerts, including the past 15 years of the Warped Tour. By understanding itself not as a shoe company but as an ambassador of the culture of skateboarding, Vans has integrated its brand into the fabric of the sport and consistently delivered experiences to delight their audience. And it is always recognizably on brand and pushing these experiences further. Last year, it opened House of Vans, an underground skatepark in London that hosts events, concerts and film screenings free of charge.