VANS
PACE
SOLE HUNTER

Project

Local development plan based on brand energy, reuse of materials and business generation. Aligned with Vans' roots in handmade footwear, with the expertise, knowledge and talent of Felipe Matayoshi, founder of PACE . We structured a partnership that began with a teaser of the project in December 2021, through the launch of Sole Hunter, a division focused on the reuse of PACE materials. We reached the moment of creating two silhouettes, the Vans Authentic and Vans Old Skool, which incorporated elements of reuse of materials in their uppers, in addition to the 'shark' sole patented by Sole Hunter. With a business plan, we expanded the partnership to players such as Farfetch , Iguatemi 365 and the largest shoe resale event locally, Sold Out.

Responsibilities

Commercial, Curated by the artist, Construction of the Project,

Strategy, Communications, Campaign Production.

Year

2022

SOLE HUNTER BY PACE

Sole Hunter is an upcycling and sneaker customization project created by Felipe Matayoshi and powered by Pace . Started in 2018 and launched to the market at the end of 2021 during PACE's POP-UP Shop, where I started conversations with Felipe and presented this project to Vans, we soon demonstrated to the market how the Sole Hunter would work, in a small event, Link video . (Final period of Covid restrictions).

The event had some guests such as content creators, media specialized in 'sneakers' as well as fashion pages such as GQ Brasil which held a live broadcast.

Based on the use of raw materials remaining from the footwear industry, where we reused these materials, applying soles patented by PACE to sneakers and making leather accessories from leftovers.

The project consists of giving new life to new or used classic sneakers. The materials used in the applications are leftovers from past productions, while the leather accessories are reused from the footwear industry, including Pace.

FRONTS

UPCYCLYNG

Through the Sole Hunter division of the Pace brand, the reinvention of Vans classics with an Upcycling project reaffirms the commitment to sustainability and innovation. The Sole Hunter division exemplifies its dedication to reusing materials by breathing new life into two iconic Vans models using reclaimed materials. By incorporating these materials into the reinterpretation and construction of classic footwear, Pace demonstrates its ability to combine timeless aesthetics with responsible practices.

ENERGY OF BRANDS

Vans, an iconic brand in the world of skateboarding and fashion, constantly seeks to preserve its historical legacy, combining its artisanal roots and the heritage of Californian production with the creativity and talent of Felipe Matayoshi, designer at Pace. This harmonious fusion between tradition and innovation results in classic models that evoke the essence of the brand, while incorporating a personal and current touch. The result is a collection that celebrates the past, honors the history of Vans and earns the appreciation of admirers and enthusiasts.

BUSINESS

One of the business pillars I mapped out was to expand the brand presence of Vans into partners and markets that have not been explored by the company. Through the partnership with Pace, we were able to execute sales across three distinct channels, including two major luxury e-commerce platforms, Iguatemi365 and Farfetch, as well as participation in a pop-up store at the iconic Sold Out event, the largest sneaker resale gathering. This diversification of distribution channels highlighted Vans' ability to reach new target audiences and enhance its presence in new markets.

SKETCH

POP UP STORE - SOLD OUT

PACE POP-UP STORE, located in São Paulo, at the biggest resale event in the country, Sold Out . With a space dedicated to selling products in partnership with Vans. In a customized environment, designed to offer customers a shopping experience, visitors could explore a selection of materials, a variety of shoe soles in a creative process up to the construction of the collaboration shoes, being able to not only purchase exclusive items, but also enjoy a creative journey.