sign up

Get a free fashion PR plan template and special offers exclusive to insiders!

Vans Custom Culture 2013

Campaigns We Love: Vans 2013 Custom Culture Initiative

Who: Vans, in partnership with celebrity judges Emma Roberts, Whitney Port, Timo Weiland, Christian Jacobs, and Steve Caballero

Where: The Whitney Museum of American Art, New York

When: June 11, 2013

Emma Roberts for Vans

Emma Roberts for Vans

What: Vans created their Custom Culture Initiative in response to the lack of arts education available to teens. For the past four years, Vans has offered high school students a chance to earn $50,000 toward their high school art program by putting their creativity to the test and designing a pair of custom vans. The winning design is also produced and sold in Van's retail stores. At the 2013 NYC event, finalists showcased their designs to media, students, celebrities and industry  professionals. The celebrity panel chose Lakeridge High School in Oregon as this year's winners.

Why: Philanthropy, youth-driven creativity, a dash of on-brand celebrity plus a unique event space make the Custom Culture Initiative a PR Couture Campaign to Love.

Fun Fact:  When I was in high school, I wore a pair of black velvet vans to pieces. I was so in love with these shoes that once I finally admitted to myself that I had worn them down to unwearable and prepared myself to toss them, I first clipped a velvet swatch and stuck it to my bulletin board. #obsessed.

Photo Credit: Aih.

About the author: Crosby


Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

Post a Comment

Your email is kept private. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.