Vans is synonymous with the surf and skateboarding culture, but the iconic sneaker brand has tested other markets in its long and storied history.
Some have worked out, like snowboarding boots, while others were thankfully abandoned, like Vans’ short-lived Serio line of running shoes from the 1970s.
It is hard to imagine an alternate reality in which Vans became a running shoe company like Nike or Adidas, but the Serio was clearly a good-looking sneaker. The blend of soft, quilted nylon side panels and tongue with a suede heel and toe resembles other 1970s-era designs that have stuck around.
Vans revived the Serio as inspiration for the new low-profile, lightweight sneaker, the Super Lowpro. It isn’t much good for running or doing kick-flips, but it is comfortable and looks great for casual wear.
Vans made running shoes?!
While we should all be thankful that Vans embraced surfing and skateboarding, it was not a clear path to success in the 1970s. Both pursuits were regional and counter-cultural at the time, with no clear sign that either would create today’s massive markets.
