Vans BMX Classics

Challenge
Vans needed to expand its BMX category beyond core riders, connecting with a broader, street-style audience while staying deeply authentic to the sport and its culture. The goal was to bring fresh energy into the category and elevate BMX’s position within the brand.

Approach
I led the design direction for a documentary-style campaign that followed Vans BMX athletes Kevin Peraza and Perris Benegas through a “day in the life.” Using a blend of candid photography and high-energy video, we captured their authentic style and the spirit of BMX — from pulling tricks to cruising through the city streets.
The campaign visuals were designed to seamlessly work across digital, social, and in-store environments, ensuring a unified and versatile rollout.

Outcome
The campaign successfully infused the BMX category with culture, lifestyle, and raw energy. It expanded BMX’s relevance to a wider audience while strengthening Vans’ connection to its core riders.

Role: Lead Designer
AD: Shawn Knight