Vans readies Checkerboard Day promotion
By Adnews Staff
Athletic footwear company Vans is preparing to conduct a promotion called "Vans Checkerboard Day” for a second year. On Nov. 19, the company will donate $100,000 to each of 10 charities internationally that focus on creativity as a way of coping with the stressors that impact mental health and well-being. Leading up to Nov. 19, Vans will encourage consumers internationally to participate in a variety of digital initiatives intended to raise awareness of creative self-expression as a support for mental health. This will include a “TikTok Challenge” and the participation of brand spokespersons including Tony Hawk, Anderson Paak, Yaya Zahir and others. Consumers will also be encouraged to support these charities by purchasing a limited-edition T-shirt or pair of shoes at <http://www.vans.ca/checkerboardday>.
“We’ve spent much of the year apart, and it's been tough,” said Doug Palladini, global brand president of Vans. “But despite the isolation, both physically and psychologically, we are and always will be a Vans family, forever connected by creativity. Through the power of creativity, our mission for Vans Checkerboard Day 2020 will be to show that smaller acts of expression can make a big impact on our personal and collective well-being.”
The recipients will be Get Lit-Words Ignite, The Skatepark Project, Arte Por La Vida, Social Skate, Singapore Association for Mental Health, Buku Jalanan Chow Kit, World of Art Brut Culture, Campaign Against Living Miserably, The Wave Project and The Ben Raemers Foundation.