Vans and SE Bikes were launching a 2 part collaboration of sneakers and apparel.

Our brief was to create a campaign that could support the drop to achieve complete sell through while making Vans the face of progressive and creative BMX.

The world was slowly opening up and people were ready to get out of the confinement of their homes and go out again. But for the biking world, there was one little issue – The growth of Indoor Biking.

Vans and SE Bikes decided to challenge that hype and show how powerful riding outside again can be. Riding outside is where you get in touch with the culture you live in, experience the unique moments of your neighborhood and clock-in the exercise for the day all at the same time.

Packaged in a powerful statement of creative self-expression, "Don't try this at home" invited people to ride outside again.

Driving heritage and progression, Vans and SE Bikes united to celebrate all things rad on and off two wheels with a collection of footwear and apparel targeted at the core Bike Life consumer.

The video launched together with the collections PR Release 1 week before the drop. On launch day, a comprehensive social media strategy was activated on all Vans' organic channels as well as paid media.

The video had over 500k views within the first week and was a fundamental piece of the campaign to drive the entire collection sell through on DTC and Wholesale channels.