The Last Sundowner

There are a few pieces that have been written about the ‘difficult decision to sunset the Vasque brand’ with drivers including the outdoor market ‘changing dramatically, particularly in the last several years’ and as a former Vasque guy myself, I feel moved to share mine.? As always, these views… are very much my own, and do not in any way represent that of the company or current leadership. ?This is simply my own letter to the brand that I’ve loved so much, to give it the honor it deserves, from me.?

I was a part of Vasque – I was part of some of the very best years and ultimately, a large part of the previously mentioned last several, so yes – I come with a unique POV on this brand, and while I’m not going to comment on what occurred or write a eulogy for Vasque, I’m going to do what I think is right in honoring what this brand has meant to me, in a celebration of one of the most iconic hiking brands the world has ever seen.?

I started with Vasque in December of 2011 admittedly with no idea what Vasque was when joining the Red Wing Shoe Company as a demand planner leveraging my skills built in my previous post-graduate years, happy to have the opportunity to work for a good Minnesota company that made boots.? I learned about the history, the market, and began my infatuation with the history of the brand.? I obsessed within the archives, spending nights and weekends paging through old catalogs that began in 1964.? I attended my first Vasque sales meeting as a late addition to the corporate attendee list and when I arrived at Mount Washington, New Hampshire, knew that I had found my people.? I was a 27-year-old man with the curiosity of a six-year-old and listened to the stories of reps who had worked with the brand for decades at the time, and quickly realized that this ‘outdoor industry business’ was unlike any other industry I had ever known.? These people… these people that worked with Vasque… their livelihoods were a passion for enabling people to get outside, and they knew everything there was to know about the latest gear and style, and I knew immediately that someway, somehow, I was going to be one of them.?

I found a leader soon after, who saw my passion for this industry, these people and asked, “do you like demand planning” – to which (after a few cocktails) I simply said “absolutely not”.? He pushed, “Well are you a sales guy? Marketing guy” – to which I responded “Sir, I’m not sure, but I can help.” Shortly after, I moved out of demand planning taking a hybrid role between sales & marketing.? Shortly after that I became the marketing manager, and then... I spent the next four years as the Marketing Director for the very brand that I had become obsessed with.? All in, I spent nearly thirteen years supporting Vasque which still makes me a rookie in terms of tenure, comparing to those that spent multiple decades supporting Vasque, but my story, like all, is unique.?

My story is unique because it’s mine, and it’s unique because I did a lot of growing up while working with Vasque.?

I met my wife while I was at Vasque.? We got our first dog while I was at Vasque, bought our first house while I was at Vasque.

We had our first fight while I was at Vasque.?

We had our children while I was at Vasque.

I turned thirty at Vasque.

We went through a global pandemic while I was at Vasque.? ??

My dad got sick while I was at Vasque, and my dad got better while I was at Vasque.?

I’m a guy who has always struggled with ‘work/life’ balance – and while Vasque was obviously a large part of my professional career, it was and always will be a gigantic part of my overall life experience. ?I've since moved on, specifically in June of 2023, and there has not been a day that has passed where I didn't think of Vasque - and there won't be a day that goes by where I don't into the future.

I traveled the world with Vasque with some of the most incredible people I’ve ever had the opportunity of not only working with but became lifelong friends with. There are notebooks, hundreds of them, that I’ve kept with my notes from my time with Vasque that sit beside my collection of boots amassed over my time with the brand, plane tickets, magazine ads, banners from events, sweatshirts, hats, socks, backpacks, gear, that I’ve always intended on sharing with my kids, and this note will be added to the collection of things.? ?

Vasque is a brand, but Vasque is also an idea.? This brand, in my mind, was ultimately about getting people outdoors.? For sixty years this brand stood for quality, durable hiking boots (SEO optimized, of course) but it also stood for the pioneering spirit of an idea that people in could use a boot that would perform in a recreational environment that could open your mind up to the possibility of summiting a 14’er, or a multi-day backpacking trip, or a thru hike of the Appalachian trial, and it will never ever ‘shudder’ it’s doors to me or many of those who had the unique opportunity to wear Vasque or work with her.?

So Vasque Footwear , I love you.? I love what you gave the world, but selfishly, I love so much of what you gave ME.? You’ll always, always be a part of my journey, and I’ll cherish the I was able to spend with you.? ?????

Forever indebted,

Joe