In the past few weeks, many brands have launched marketing initiatives linked to some form of support for the coronavirus crisis. One brand that is doing things a little differently is Vans. It just released its “Foot The Bill” program, which aims to help small businesses that are taking a major hit now.
All those shuttered shops you see on the streets represent a major struggle. A Goldman Sachs survey of small business owners in the United States found that already by March 19th, 96% said they had been impacted, and 51% were doubtful of being able to stay afloat under such conditions for three months.
Among those are small businesses that relate to the Vans extended community. Accordingly, the sneaker brand decided to pivot its design production and marketing toward support for that community.
Taking creativity as the theme of the initiative, Vans defines it this way:
“Using our Vans Customs platform, we invite you to express your creativity and be a designer to your favorite Vans shoe, all while supporting the skate shops, music venues, art galleries, restaurants and local hangouts that enable your creative self-expression every day.”
Here’s the email Vans sent to make customers aware of the program:
Vans is offering a one-of-a-kind design for each partner, so you can select by design or by the partner you wish to support. It will produce up to 500 pairs of Custom Vans per partner and has committed to supporting a minimum of 80 of them.
Clicking through to the site reveals a selection of styles and the associated businesses.
Likely the businesses will need more help than the proceeds from the sales of shoes, though it’s still a nice way to show some support.