In February, everyone was talking about Daniel, specifically, the viral video dubbed Damn Daniel by its fans. Teenager Joshua Holz put together a video of him talking to his friend Daniel Lara about his shoes, typically solid-white Vans sneakers, and with every repetition of “Damn, Daniel!” the video got hotter and hotter. It also had an unexpected benefit for the makers of said white shoes. Vans parent company VF Corp attributes increased sales to a viral video.
I guess that’s what happens when a video with the tagline, “Dammmmnnnnn, Daniel, back at it again with the white Vans!” goes viral. Vans reported that their store sales of Vans rose by 20%, and online sales spiked 30%. As for white Vans, well… just try to keep hip shoes in stock. When a trend happens, all you can do is jump on it. Vans immediately embraced the meme and redirected its homepage to, you guessed it, white Vans.
Said Vans President and COO Steven Rendle, “Of course, how could we not mention Daniel, as in ‘Damn Daniel’, which, as you can imagine, did have a strong impact on the sales of White Vans, which saw 100% sell-through in both retail direct-to-consumer and wholesale channels. The national media attention the brand received is a wild demonstration of how creative expression, youth culture and loyalty can conspire to cause a phenomenon. Well done, Daniel, well done.”
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