I have been fortunate to receive consistent support from Vans during the years that I have been researching and recording BMX Freestyle's history. The company has been a fixture in the BMX scene since the late 1970s when Greg Hill and Bob Haro became the first Vans-sponsored BMX riders - Hill a talismanic and decorated BMX racer, and Bob Haro, the originator of BMX Freestyle. The arrival of skate pioneer Everett Rosecrans as Vans Team Manager in 1977 opened up a national market to the company. Through the late 1970s and early 80s Everett and his sons, Beatle, and Kele spent their summers touring North America in a branded RV towing a plexiglass half-pipe and delivering “Safety Shows” at Vans stores. By the Summer of 1984, the tours included BMX. Mike Dominguez, Woody Itson, Martin Aparijo, and Brian Blyther played their part to introduce BMX Freestyle, and Vans legendary waffle sole to bike-riding the youth of America.

Fast forward forty years, and Van's dedication to BMX remains resolute. Their team consists of the best athletes globally, and their Vans Pro Cup contest series projects the culture of BMX and the skate park formula that Freestyle was primarily founded on into the lives of new kids every year. And how did the story of Vans begin? Here's an expert from the dedicated Vans chapter in the book ...

“ …….The Van Doren Rubber Company was founded in 1966 by brothers Paul and Jim Van Doren and two industry partners, Gordon Lee and Serge Delia. Having worked as a shoemaker for the Randolph Rubber Company in Boston, Massachusetts for twenty years, Paul Van Doren took a leap of faith. In 1964, he relocated his young family to Southern California to start a shoe manufacturing business that would emerge to become a cultural icon of the action sports lifestyle.

"The House of Vans" was founded on a simple yet unique concept. The company would produce superior-quality, American-made footwear entirely in-house and sell products directly to the consumer via a network of retail stores. Jim Van Doren had been working as a machinist in Costa Mesa, California. His expertise in designing and producing molds led to the birth of the preeminent Vans "Waffle" sole. This design became as visually iconic as its "Off the Wall" logo in the years ahead. But it wasn't all about aesthetics.

The slightly sticky surface that developed when the virgin crepe rubber was baked and cured made the waffle texture highly versatile. Along with its ability to fully customize and manufacture its shoes under one roof, the "waffle" sole quickly became a recognizable and sought-after feature of all Vans footwear. The first Vans store opened on March 16, 1966, at 704 E. Broadway in Anaheim, California. With little stock to display, Paul Van Doren filled his shelves with empty sample boxes. Although low volumes and high raw-material costs threatened the new venture in its early days, the Van Doren’s were resourceful and committed. Figuring that exposure was the key, Paul Van Doren opened ten additional retail stores within six months of the first. But the struggle continued. Ignoring his accountant's advice, Van Doren continued to speculate and increased Van's market presence with several more storefronts in the months following. By the mid-1970s, hard work and patience began to pay off. "House of Vans" found its niche in an unlikely corner of Southern California youth culture when the growing community of skateboarders in the region began to adopt Vans for their unique grip characteristics.

The future of the Van Doren Rubber Company was assured. Its iconic waffle sole became the chosen contact point between a generation of skaters and their maple decks in almost every country around the world.”