The “Damn Daniel” meme that took off in February helped sales of white Vans.
The meme was made up of several videos that Josh Holz saying “Dammmmnnnnn, Daniel, back at it again with the white Vans,” to friend Daniel Lara. The meme became popular and the teens even made an appearance on Ellen.
The Damn Daniel meme was so influential that Steven Rendle, president and COO of VF Corp (VFC), which owns Vans, confirmed it caused sales to jump in the company’s Q1 earnings report. It took advantage of the meme and further pushed advertising for the shoes.
“It wasn’t planted at all,” Eric Wiseman, CEO of VF Corp, told Bloomberg. “I won’t say it was a lucky gift, but it gets to how much California youth like the brand. And it was expertly managed in how our brand responded.”
VFC shares were up slightly today.
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