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While Vans is today known as a symbol of alternative sports like skateboarding and snowboarding, the company didn't start out this way. The original dream of Paul Van Doren and his family was simply to manufacture shoes and sell them directly to the public, which he did when the Vans opened its first small shop in 1966. Then in the mid-seventies, Southern California skateboarders started wearing Vans shoes. Unlike any other shoe manufacturer at the time, Vans accepted these customers and began catering to the desires and needs of the, then, renegade skateboarding crowd. In fact, Vans was the first shoe company to start paying well-known skateboarders to wear its shoes. Vans took skateboarders—consumers that in the seventies were treated like lepers by the rest of corporate America—and celebrated them as champions. Vans preached to the choir and listened to the response. They understood that skaters not only wanted shoes that looked "one of a kind" but that actually were one of a kind. Vans collaborated with its customers by going into the custom shoe business after receiving numerous requests for funky-looking custom shoes from Southern California skaters. Today, Vans continues to stick to its inclusive message by actively seeking out and implementing new product ideas from the dozens of "core sports" athletes the company sponsors.

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