Vans. Keep Being Weird.

Being authentic and staying weird in a world that constantly tries to shape behaviors is an act of resistance. That’s the spirit behind Vans® Brazil’s new campaign, the original action sports brand and a global icon of creative expression. Created in partnership with the Brazilian agency Fbiz, from WPP Group, the campaign features the influencer Felca as its protagonist, aligning perfectly with the brand’s signature message: “Vans. Keep Being Weird.”

About Felca

In Brazil, few voices have captured the zeitgeist of a generation quite like Felca, a YouTuber and content creator, with nearly 20 million followers on Instagram and over 6 million subscribers on YouTube, known for his sharp humor, social commentary and authenticity. He rose to nationwide prominence in mid-2025 after a viral video addressing the “adultization” of children in online culture sparked a massive public debate about self-image, identity and social pressure. Since then, Felca has become more than an entertainer: he’s a cultural reference for young audiences who value honesty, vulnerability and originality in a digital age that often rewards conformity.

#KeepBeingWeird

More than a campaign, #KeepBeingWeird is a manifesto, a call for authenticity, creative self-expression and the courage to embrace what makes each person unique, even when that uniqueness might seem “weird.” With this campaign, Vans® taps into a deep cultural truth: individuality is what fuels creative expression.
“From the very beginning, Vans® has been about embracing what makes people different. For almost 60 years, we’ve connected with those who turn the unconventional into inspiration: on skate ramps, stages, walls and the streets. With Felca, we continue to celebrate that creative energy and remind everyone that authenticity is what keeps us alive as a brand and as individuals,” says Pietro Giovanelli, Brand Director of Vans® Brazil.

In the campaign film, Felca appears surrounded by scenes that represent the Vans® universe, spanning action sports such as skate, surf and BMX, as well as music and art — while reflecting on the importance of staying true to yourself, no matter the cost.

Watch here: https://youtu.be/Fx2UyoHfw5Y

“Choosing Felca was inevitable. He genuinely represents the kind of weirdness that drives creativity, the courage to be yourself even when it challenges common sense. #KeepBeingWeird goes beyond a tagline; it’s a truth that defines both the brand and the people who wear Vans®”, adds Filipe Matiazi, VP of Creative at Fbiz.

Beyond the film, the campaign unfolds across digital platforms, including TikTok and Instagram. Vans® will launch a collective movement of voices, bringing together personalities and creators connected to the brand to share their own takes on what it means to be “weird.” The idea is to spark a wider conversation. An open invitation for everyone to reflect and express how being “weird” can actually be a powerful way of embracing one’s own uniqueness.

Fans are encouraged to share their videos using the official campaign hashtag #KeepBeingWeird. Selected posts will be featured on Vans® Brazil’s Instagram Stories (@vansbrasil), turning the initiative into a collective celebration of authenticity.