Vans presents ‘Always Pushing’: with Tania Cruz

Costa Mesa, California 

(16 July 2024) - Ask any skater: the best things happen when you push the limits in the relentless pursuit of progression. This fiercely progressive ethos - in skateboarding, art, music and everything in between - is at the heart of Vans’ “Off the Wall” mentality and at the centre of the brand’s new narrative approach with the motto “Always Pushing”.

‘Always Pushing’ is an ode to the progressive attitude and youthful optimism that has driven skateboarding culture - and, by extension, popular culture - since Vans was founded in 1966. It’s a call to the Vans community to create the future they want to see and push the culture in the direction they want it to go.

To support this creative initiative, Vans has brought together a wide range of creatives who embody the ‘Always Pushing’ ethos. 

‘Always Pushing’ is a collection of content covering cities around the world, from Paris to Los Angeles and Tokyo. It was developed in partnership with ALEX/2TONE, creative director, visual and graffiti artist, and designer, who is the creative force behind - and co-founder of - legendary LA streetwear brand Born X Raised. Joining him are skaters from the Vans team, Lizzie Armanto, Elijah Berle, Mami Tesuka, Zion Wright, Willow Voges Fernandes, Hugo Westrelin, Tania Cruz, Rio Morishige, Beatrice Domond, Curren Caples, along with skateboarding legend Tony Alva, rap duo Paris Texas (who created the campaign’s soundtrack), photographer and Vans brand curator Atiba Jefferson, artist Jahlil Nzinga, and a wide range of skaters, BMXers and global creatives who embody the ‘Always Pushing’ ethos through their commitment to fearless progression.

 

Okay but imagine getting the chance to interview one of your favourite skaters! Crazy, right?

I could give you a long introduction about the woman that will be taking part on this interview, but I think you already know her.

Tania Cruz, saw her on Dolores Magazine Instagram, shared the reel in like 2019 or smth. In 2021, I moved to Barcelona and got the chance to share the same plaza with her, to skate around town with her and now, skating with her old/new black jeans ahahaha.

So yeah, this days writing this article are not normal days for me. It’s a mix of emotions. Is getting the chance to get to know more about the ones that inspire you. But lets get to the point, 

The interview:

J: Hey Tania! Thanks for sitting down with us. You might not remember but we got to meet in 2022, in Barcelona, while I was living there. I used to skate a lot with Jechu and would end up meeting you probably in Ciutadella, skating at night. I remember seeing you and feel amazed by your skill and how you would make everything look easy.

To have the proper interview I would like to start by having a little introduction of you.

 

Tania: Hi Joana, yes of course I remember you , I remember seeing you in Ciutadella on those nice sessions,  I don’t know about you but I miss that plaza so much. It’s so fun. 

So well, my name is Tania Cruz, I’m 27 years old. I am from La Rioja, Argentina. I moved to Barcelona when I was 22. And I just recently moved again. I moved to Switzerland, actually, a week ago.

No way! That’s crazy! 

So let me know, how does it feel to be part of the Vans family?

T: I am very grateful to be part of the Vans  family honestly . Everyone on the team is just such a character, really fun.  Everyone is just so different from each other. Some of them can act or look tough but deep down they’re all cutie pipes. 

And also, we have the best team manager (Chris Fanner), who’s a legend in every way.  In am very grateful to be part of it.

 

How did the opportunity came out? Did Vans approach you, or was it something you were working towards?

T: So, yeah, it was  after COVID time. I was selected for the Vans Rolling Master Week and I was so excited! 

And during  that trip in Spain, I met the Vans Spain team manager. And after the trip, he offered me this opportunity to be on the  Vans  Spain team and I was really happy about it. And so that’s how it started…

 J: I remember seeing the video about the trip. Crazy spots! There was this moment where you ran after Carlos get a trick, that’s all skateboarding is about! That was for sure one of the videos that made me get motivated to get into the skateboarding scene.

What was it like when you found out you were going to be officially part of the Vans team? Do you remember the moment?

T: Like when I went in the Europe team? Yeah  I remember the moment. I remember Alex Forbes and Chris Pfanner called me, also the Spain team Manager was there to help with the English, well and they told me that I had the opportunity to be on the Vans Europe team, it was after a while of being on the Vans Spain team. They called me and they gave me the news and it was super funny because at that moment I didn’t really spoke English that much and  it was so hard for me to communicate with them. 

I couldn’t even say my phone number correctly.

But after that call, I remember I just started crying and I was so happy and so excited. And I just called my friends and told them about the news. Yeah. I remember that moment, for sure. It was very special and memorable for me .

How does being on the Vans team inspire or change your approach to skateboarding?

T: I have never really thought about it. I don’t think too much about that, I just skate the way I do, but I really like that everyone in the team is just so different and they have a really special and unique skating. Such different styles and approach of skating and I think that’s also what makes the team really strong and special. If everyone would skate the same way would be kind of boring. It inspires me so much that everyone is just like authentic and themselves.

How has it been for you as a female skater in a predominantly male-dominated space? 

T: It’s funny because the last time that someone asked me this for an interview, they didn’t publish it at the end. But, yeah, to be honest,  

it has been really challenging. Yeah, I don’t want to say that it’s like that for every woman or every girl but this is my personal experience. I have struggled in determinate situations to be in this predominantly  male world, I say world  because it’s just not only on skateboarding, you know. 

But, yeah, like, just from almost insignificant things to really traumatic experiences that, I don’t wish to anyone. But fortunately is more the amount of good people I founded on the road, than bad ones.

Vans is known for embracing individuality and creativity. How do you think you fit into that ethos with your skating and personal style?

T: Yeah. I think I just try to be myself to do my thing and I just really appreciate their support and just happy to be part of it. I feel very comfortable with pretty much everything involved with the brand and with the team, so I guess that I fit. I don’t know.