No one could’ve fathomed how Covid-19 would impact every facet of life on a global scale. Yet, institutions such as Vans quickly produced ways to hold onto some semblance of normalcy in the face of the pandemic. It did it with its “Foot the Bill” initiative and with its virtual graduation celebration for the Class of 2020. Today, the California-based brand celebrates Checkerboard Day, an initiative rooted in the celebration of creative expression.
As part of its self-created holiday, Vans is donating $1 million USD to 10 regional charities that have committed themselves to championing and advocating for mental health, especially in the midst of a global pandemic. Each organization selected by The Vans Checkerboard Fund at the Tides Foundation creates community and family through a series of programs promoting the arts. In addition to their extended family, the “OFF THE WALL” brand has tapped brand ambassadors the likes of Tony Hawk, Anderson .Paak and Yaya Zahir to share their own stories of creativity through art. To share their own stories, fans can join the #VansCheckerboardDay TikTok challenge.
Lastly, to commemorate their second-ever Checkerboard Day, the brand has also partnered with artist Geoff McFetridge for a limited-edition t-shirt and set of Vans Authentic customs. Both items feature McFetridge’s signature human figures, with the latter being able to don the wearer’s unique touches via the Vans Customs platform. All proceeds from each product will be donated to the The Vans Checkerboard Fund and distributed to The Wave Project, WABC, The Ben Raemers Foundation and seven other organizations.
To experience the full-extent of Vans Checkerboard Day, click here. And to create your own pair of Geoff McFetridge x Vans Authentic customs, visit here.
For more from the original action sports company, check out its collaboration with Toronto’s Better Gift Shop.
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