Vans Partners With Emma Roberts and Kicks Off Fourth Annual Nationwide Custom Culture Contest With More Than $100,000 Given t...
January 03 2013 - 11:12AM
Marketwired
Vans is sounding the call for hundreds of high schools across the
country to take part in the 4th edition of Vans Custom Culture, a
nationwide art contest. Schools can now register at
vans.com/customculture for the chance to compete for a $50,000
award to their art program and the opportunity to travel to New
York City to exhibit their art-adorned Vans shoes at the final art
showcase.
Vans Custom Culture inspires creativity among students through
art and design while at the same time aiming to shed light on
diminishing school art budgets. Since its 2010 inception, Vans
Custom Culture has reached tens of thousands of students, at
thousands of participating schools and awarded more than $175,000
to support high school art programs. In 2013, Vans sets the bar
even higher with a goal that more than 1,000 schools nationally
join in.
"In a time when schools are faced with shrinking budgets, art
education is an often overlooked discipline," said Doug Palladini,
Vans Vice President of Marketing. "Supporting creative expression
through art and design is very important to all of us at Vans and
the Custom Culture program should inspire young art students and
draw attention to the importance of high school art programs
nationwide."
In 2013, Vans will donate $50,000 to the school that wins the
Custom Culture contest and launch a new partnership with Americans
for the Arts, the nation's leading nonprofit organization for
advancing the arts and arts education. Through this partnership,
Americans for the Arts and Vans will distribute $2,000 grants to an
additional ten schools across the nation, and Vans will make a
$50,000 donation to Americans for the Arts to support their work to
create opportunities for every American to participate in and
appreciate all forms of the arts. Additionally, returning national
retail partner Journeys will award a $10,000 'Local Attitude' award
presented to the school that creates the most compelling 'local
flavor' design.
"Journeys couldn't be more excited to partner with Vans Custom
Culture for a second year," said Kari Irons, Journeys Vice
President of Marketing. "Arts education is a vital part of a
student's school experience and ensuring that young artists have
the funding they need to pursue their creative passions is
something Journeys feels very strongly about."
To further encourage students to register, Vans Custom Culture
is pleased to announce that actress Emma Roberts (Valentine's Day,
It's Kind of a Funny Story and the much anticipated We're the
Millers and Empire State), will serve as the face of the program as
the Vans Custom Culture Celebrity Ambassador. "As a huge Vans fan I
am so excited to work with Vans Custom Culture on this great
initiative," said Roberts. "Not only does it help to inspire high
school students across the U.S. to embrace their creativity, but it
also raises awareness for the importance of art in high schools all
over the country."
From January 2 through February 11, 2013, U.S. based high school
art programs can register for the 2013 competition on the Vans
Custom Culture website (vans.com/customculture). After
registration, each school will be tasked with customizing four
favorite Vans styles: the Authentic, 106 Vulcanized, Sk8-Hi and
Classic Slip-On. Students are charged with designing each pair of
shoes to fit within one of three themes representing the Vans
lifestyle, including action sports, art and music and then also a
fourth "local flavor" theme reflecting regional inspiration.
After an internal Vans team narrows down the selection, the
public will have the opportunity to vote through the Vans Custom
Culture website from April 22 to May 13, 2013. The top five schools
will be invited to New York City to showcase their designs for the
crowd and celebrity judges at a special event in June 2013, where
the grand prize winner will be announced.
In March 2013, the designs created by 2012 Vans Custom Culture
winners Rio Rancho High School (Rio Ranch, NM) will go on sale at
Vans and Journeys stores as well as the Vans online shop. Rio
Rancho claimed the $50,000 prize last year as well as Journeys'
"Local Attitude" award when their designs were recognized amongst
the nearly 900 participants.
For more information both students and teachers alike can visit
Vans.com/customculture. The website is the central hub for the
contest, providing registration information, contest rules, an
exciting kick-off video and program updates.
For more details, visit the Vans Custom Culture platforms:
Website: http://www.vans.com/customculture/ Facebook:
http://www.facebook.com/vanscustomculture
About Vans Vans®, the original action
sports footwear and apparel company, is a brand of VF Corporation
(NYSE: VFC). Vans collections include authentic footwear, apparel
and accessories, snowboard boots and the Pro-tec line of protective
gear and are sold globally in more than 170 countries through a
network of subsidiaries, distributors and foreign offices. Vans
owns and operates more than 300 stores in the United States and
internationally, each offering a wide range of Vans footwear and
apparel while communicating our Brand and athletes' rich stories.
Vans promotes action sports lifestyle and youth culture through
support of athletes on boards and bikes all over the globe and
through progressive events such as the Vans Triple Crown of
Surfing®, the Vans Downtown Showdown, the Pro-tec Pool Party and
the Vans Warped Tour®. More information about Vans can be found at
www.vans.com, Twitter @vans_66 and www.facebook.com/vans.
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