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Brothers Paul and Jim Van Doren opened up a storefront at 704 E. Broadway in Anaheim, California, on March 16, 1966. They manufactured shoes right out of their shop and named their fledgling business the Van Doren Rubber Company.
On opening day they sold 12 pairs. And 50 years later, that company is better known as Vans, and it’s generating $11.8 billion a year in revenue.
This is the story of how they became one of largest shoe brands on the planet and what marketers can learn from them.
The formula for a successful influencer program
In the early ’70s, a group of surf rats were redefining the emerging sport of skateboarding. They were known as the Z Boys — their nickname derived from the Zephyr Surf Shop