AFC Bournemouth Launches Footwear Collaboration With Vans.

Roger Hampel

Photo Credit: AFC Bournemouth

AFC Bournemouth has unveiled a new collaboration with global footwear brand Vans, releasing a limited collection of co-branded products now available both online and in-store. The partnership was promoted through club and brand activations in the UK and the United States.

Product Line and Availability

The collection features:

• Vans x AFC Bournemouth Classic Slip-On Trainers (White/Black) – £70

• Vans x AFC Bournemouth Old Skool Trainers (Black/Red) – £75

• 8in Skateboard Deck – £60

The products are on sale via the AFC Bournemouth Superstore and are also being stocked by 608 Skateshop in Poole, a local retailer with deep ties to the skateboarding community.

Photo Credit: AFC Bournemouth

Brand Activations AFC Bournemouth Vans

The collaboration was introduced to supporters during recent club events, including activations in Chicago as part of the Premier League Summer Series and later in Bournemouth for domestic fans. Vans branding was integrated into matchday experiences, supported by promotional campaigns across social media and digital channels.

Justin Bailey, Head of Retail & Brand Strategy at AFC Bournemouth, noted that the partnership developed over the past year through conversations with Vans leadership and has been positioned as an example of the club’s willingness to explore creative, “Off the Wall” collaborations.

Strategic Context

The partnership highlights a growing trend of football clubs collaborating with lifestyle and fashion brands to reach audiences beyond traditional sportswear markets. For AFC Bournemouth, the initiative strengthens its global identity and offers fans new ways to engage with the club. For Vans, it reinforces its “Off the Wall” positioning while introducing its products to Premier League supporters.