6 According to this case, what are the most important marketing communication tools used by Vans? A cultural connection with the target group gives a brand meaning. The success story of the shoe and clothing brand Vans is a good illustration.In 1966, Paul Van Doren started selling vulcanized rubber-soled sneakers with canvas tops from a small shop in front of his factory in Anaheim, California. Paul began distributing his sneaker, known to this day as the ‘Authentic’, to local retail-ers in California at an affordable price.It wasn’t until 1974, when a group of surf dudes from Santa Monica, California, adopted the shoe, that the company found its connection with this specific target audience, says Doug Palladini, Vans global brand president.These were kids who could be found on their surfboard every day. But on windless days they wanted to do something different. So they tried on their skateboard, on concrete, to imitate what they were doing in the water. They loved Authentics, because of the vulcanized rubber bottom. It gripped the board really well, but they could still feel it under their feet, which is impor-tant in skateboarding.From these humble beginnings, Vans has grown into a global trend-setter that remains culturally connected to the countless generations that have made the brand great, with sales exceeding $4 billion in more than 90 countries. How did the brand do this? How does Vans stay authentic for all of its fans?