Sports shoe & apparel brand Vans is launching its interactive “Vans shoe customisation competition”, designed to inspire artists around the world.
The Global Custom Culture competition aims to provide the means for self-expression through digital and canvas mediums unique to Vans. This is the inaugural year of the Vans shoe customization competition, encouraging artists from around the world to turn a pair of classic Vans shoes into their personal art piece.
The contest will award three winners – one each from Asia Pacific, North America and Europe – a US$25,000, and the designers will have their shoes produced and sold by Vans, experience a trip to the Vans design headquarters in Southern California, and have the opportunity to partner with Vans to donate $100,000 to a charity that will further enable creative communities.
“Our goal through Vans Global Custom Culture is to create a platform that is accessible to everyone,” said Vans senior director of global brand marketing April Vitkus. “A barrier to creativity is having access to the tools needed to create something unique, and as a brand it’s our purpose and commitment to provide a range of platforms to empower and enable individuals.”
The public will have the chance to vote for their favorite design submissions, helping determine the top 10 finalists from each geographic region, in early October. Once the top 10 have been selected, the Vans shoe customization competition finalists will receive a pair of Era shoes to apply a new design onto Vans’ literal canvas. The top 10 will be announced on December 5, where all the artist’s creations will be displayed online for a public vote.
On December 19, Vans representatives from the design and marketing teams, as well as selected art ambassadors, will choose one grand prize winner in each region.
Throughout the month of September, Vans will host creative workshops, as a way to participate and support competition participants in a collaborative environment.