Vans is taking a stand when it comes to teen smoking in the U.S. The California skate shoe brand is reaching out to youth with its just released limited-edition sneaker that features artwork created to inspire these consumers to help end tobacco use.
The project began as a partnership between Truth, a national youth tobacco prevention campaign that tapped Brooklyn-based graphic artist Kevin Lyons to create a one-of-a-kind mural of monsters inspired by the generation it’s counting on to end smoking. Vans then used turned the work into a unisex slip-on style.
Lyons painted the mural in December in Raleigh, N.C., an area of the country with a higher-than-average tobacco usage rate. It included empowering words submitted by teens across the country in support of truth’s award winning “Finish It” campaign. Lyons’ cartoon monsters shout out what this generation can do to end tobacco use for good and encourage others to join the movement.
Phrases such as “Let’s Make History!” and “We that generation” came to life across the mural and can now be seen on the Vans lace-up style sneaker.
The shoes are available in men’s sizes 6 1/2 to 13; women’s sizes 5 to 11 and boy’s sizes 3 1/2 to 6. They retail for $60 and are available at all Vans, Journeys and Journeys Underground stores in the U.S.
Watch the video of the mural-to-shoe transformation.