Vans campaign turns personalized shoes into cash for stores closed due to the Coronavirus

Performed by: Vans

Country: United States

The shoe and skateboard brand Vans created the Foot The Bill initiative to try to reduce the financial impact suffered by American companies that had their businesses prevented from functioning during quarantine.

In April 2020, the brand invited small skate shops, restaurants, art galleries and music venues that were forced to close due to the Coronavirus to personalize Vans shoes and then sell their designs through its e-commerce platform. The sales value of personalized items (less production costs and freight) are allocated to the store or place of creation, making the purchase an act of support for local companies in difficulty.

Vans is committed to producing up to 500 pairs of each design, and buyers can further customize their shoes by changing the color or material through Vans e-commerce.

According to a note published on the initiative’s website, Vans has so far helped companies with approximately US $ 4 million through Foot The Bill.


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Marina Pagel Ferreira

I’m a culture analyst, trend researcher and creative strategist based in Sydney, Australia. Sou analista cultural, pesquisadora de tendências e estrategista criativa baseada em Sydney, Austrália.