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The firm quickly grew and the Vans name became synonymous with North America’s increasingly popular sport: skateboarding.
In the late 1980’s, however, Vans’ product had to adjust to the decrease in popularity of skateboarding. Even after the explosion of popularity from customization and the Z-boys, the skateboarding fad was dying. Vans ventured into other sports such as wrestling and football. This attempt failed and the firm went bankrupt. After managing to get out of debt, the company was sold to the private equity firm McCown, DeKeeuw Co. (remain present owners, 2002).
Vans expanded their focus drastically and successfully established themselves in the growing alternative sports...
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