"CEO Behind Old Spice Revival Takes on Challenge to Rejuvenate Flagging Sneaker Brand"
Bracken Darrell, the new CEO of the company owning Vans, is investigating the brand's loss of appeal among young people. His visit to the office of Steve Van Doren, son of the co-founder and brand ambassador, and the examination of Vans' countercultural legacy, such as its association with the Warped Tour, have provided insights into potential strategies for reviving the brand's cool factor. Darrell aims to reconnect Vans with its youthful audience and restore its status as a cultural icon.