# Small Business-Supporting Sneakers Vans' Foot the Bill Initiative is Supporting Local in America By Ell Smith | Published 2020-04-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/foot-the-bill References: [vans](https://www.vans.com/footthebill) [Vans' Foot](https://www.trendhunter.com/trends/fat-tire1) the Bill initiative speaks to the creative ways in which large corporations are showing support during the Coronavirus pandemic, which has resulted in the closure of numerous [small businesses](https://www.trendhunter.com/trends/mastercard-x-pier-five-small-business-fund). Vans partnered with over 80 restaurants, skate shops, music venues, and other community-driven or independent venues. Each small business was given the opportunity to customize a pair of Vans in a manner that best represents its brand, through [color, texture or design](https://www.trendhunter.com/trends/beams-and-vans). Consumers can support their favorite local businesses by purchasing these limited-edition shoes, as all the proceeds will be donated to the partners. The customized shoes arrive in either the Classic Slip-On or Era silhouette. Vans Foot the Bill sneakers can all be found on its website. Image Credit: Vans ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 44% | Activity: 44% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **Supportive Initiatives:** The rise of corporate initiatives, like Vans' Foot the Bill, to support small businesses during the pandemic. - **Customization Trend:** The trend towards customization, as seen in Vans' Foot the Bill initiative, which allows small businesses to personalize products to their brand identities. - **Socially Conscious Consumerism:** The increase in socially conscious consumerism during the pandemic, as people prioritize supporting local businesses through initiatives like Vans' Foot the Bill. ### Industries Being Reshaped - **Footwear:** The footwear industry has an opportunity to collaborate with small businesses to offer custom products that support local communities, as seen in Vans' Foot the Bill initiative. - **Retail:** The retail industry can adopt supportive initiatives like Vans' Foot the Bill to showcase their support to small businesses during the pandemic while also promoting their products. - **Hospitality:** The hospitality industry can partner with brands like Vans to create limited edition products that showcase their brand and draw attention to their business. ## Related on Trend Hunter - [Streetwear-Inspired Beer Collaboration](https://www.trendhunter.com/trends/fat-tire1.md) - [Skateboarding-Inspired Ads](https://www.trendhunter.com/trends/always-pushing.md) - [Small Business Retail Spaces](https://www.trendhunter.com/trends/ikea-valencia.md) - [Streetwear Skate Remixes](https://www.trendhunter.com/trends/new-future.md) - [Skate Culture Initiatives](https://www.trendhunter.com/trends/the-bunt-jam.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md) - [Heritage-Honoring Collaborative Skate Shoes](https://www.trendhunter.com/trends/fuct-collaboration.md) - [Café Collaborative Skate Footwear](https://www.trendhunter.com/trends/vans-and-papergirl.md) - [Fashion-Inspired Skate Shoes](https://www.trendhunter.com/trends/old-skool-36-souvenir.md)