VansMagazine2020Edition2

“Hello Vans Family,
My name is Tary Nelson and I am the new Director of DTC Merchandising for the VANS
EMEA team.
While I am new to Vans EMEA, I am not new to the Vans family. I joined Vans almost 8
years ago as a part of the DTC NORA buying team in Costa Mesa, CA. I am excited about
this opportunity to help spread the Van Doren Spirit over here in Europe!
While I had worked for other retailers and global brands in the past, it was not until I came
to Vans that I have met such passionate, talented, and hard-working people. What was
most exceptional to me was that everyone is so invested in building the brand.
To this day the only time I have seen major conflict within the organization is because
everyone cares so much. When people ask me what I like most about Vans, my answer is
easy, “The Van Doren Sprit,” which means to me that nobody is too big to do what it takes
to get the job done. It’s in the foundation of Vans that we remain both humble and
hungry.
The humility of the brand and the Van Doren family is best represented by Steve Van Doren
himself. It always amazes me that he is the first person to operate the BBQ grill for both
internal staff parties and even huge external events like Warp Tour!
It’s with the help of the Van Doren family and all of you that we keep that Van Doren Sprit
alive and continue to do what it takes to foster creative self-expression for our consumer
and our Vans Family!
While I am a San Diego (California) native and had the opportunity to grow up with the
brand, it’s wonderful to see how the brand remains relevant in our newer markets.
I am excited to experience the Vans Family in EMEA and am confident that I will continue
to see the same passion for the brand that I was able to experience in the NORA region.
I am looking forward to meeting all of you in the field team as you are the eyes and ears of
our customer and you serve daily as our brand ambassadors!
Without you we could not execute any of the strategies we are tasked with and for that I
am extremely grateful.
I look forward to meeting you all in the field and cheers to a strong Spring and BTS season!
Tary Nelson