Van’s customers in the 1960s and 1970s were mainly surfers and skateboarders. These teens wanted a shoe that was affordable, durable and could be worn while engaging in these high activity sports. Surfers were not the only ones who enjoyed the Vans brand’s creative distinction. During this period, teams like cheerleading, marching bands, and other sports teams began to purchase Vans sneakers because they were customizable. Individuals were permitted to change the colors to match their school colors. For many people in Southern California, Van was a likable brand because of its image of being fun, adventurous and distinct. By the end of the 1960s, Vans had developed a loyal following among the Southern California Surf set. In the 1970s, a group
