Vans debuts global Custom Culture shoe customisation contest

Sports brand Vans has launched Vans Custom Culture, an interactive shoe customisation contest. It will mark the inaugural year of Global Custom Culture, 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 Asia Pacific, North America, and Europe a US$25,000 grand prize, have their shoes produced and sold by Vans, a trip to the Vans design headquarters in Southern California, and an opportunity to partner with Vans to donate US$100,000 to a charity that will further enable creative communities.

The contest aims to inspire artists globally by providing the means for self-expression through digital and canvas mediums unique to Vans. In APAC, 13 countries are participating, including Singapore, Malaysia, Indonesia and Thailand.

April Vitkus, Vans senior director of global brand marketing said the goal through Vans Global Custom Culture is to create a platform that is accessible to everyone. "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," she added.

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Throughout the month of September, Vans will also host creative workshops as a way to participate and support competition participants in a collaborative environment. Global Custom Culture seeks to reinforce Vans’ dedication to providing communities and individuals the tools to express themselves through creativity.

(Read also: Why brands such as Lush and Vans are moving beyond advertising)