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Vans launches shoe customization contest

Sep 6, 2019 United States

Vans Custom Culture

The company's first global shoe customization competition aims to enable creative expression worldwide. Grand prize totals 25 000 US dollars with the shoe design being produced and sold by Vans

Vans announced the launch of Global Custom Culture, an interactive shoe customization contest made to inspire artists around the world by providing the means for self-expression through digital and canvas mediums unique to Vans. This marks the inaugural year of Global Custom Culture, which is the first of its kind, where artists from around the world can turn a pair of iconic Vans shoes into their personal art piece. The competition will award three winners from North America, Asia Pacific and Europe a 25 000 grand prize, have their shoes produced and sold by Vans, experience a trip to the Vans design headquarters in Southern California, and 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 April Vitkus, Vans Senior Director of Global Brand Marketing, adding: "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."

Participating markets by region:
North America: USA, Canada, Mexico
Europe: Germany, United Kingdom, France
Asia: Australia, China, Hong Kong SAR, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Thailand, Vietnam, Taiwan

How it will work


From the 5th to the 29th of September: Consumers from participating markets can go on custom-culture.vans.com to sign-up to join the competition. Creators, artists and fans are able to download and print a stencil of a Vans shoe, apply their own design aesthetic, digitally photograph their shoe design and see it come to life through the 3D rendering technology. Select markets will have the opportunity to purchase the design through Vans Customs.
From the 1st to the 13th of October: The public will have the chance to vote for their favorite design submission to help determine the top 10 finalists from each geographic region. Once the top 10 has been selected, the 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 the 19th of December, Vans representatives from the design and marketing teams, as well as select art ambassadors will choose one grand prize winner in each region to receive the 25 000 US dollars cash prize, have their shoes produced and sold by Vans, be flown out to the Vans HQ to meet with global designers. Additionally, Vans will partner with each of the winners to donate a 100 000 US dollars to a charity.

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