Truth, whose mission is to end teen smoking, has no real product to sell. But in finding ways to connect more closely with their 'Finisher' audience, we helped them identify a new source of revenue to help in their fight.
Enter Vans shoes and artist Kevin Lyons, who we collaborated with to create a limited edition sneaker generating awareness and revenue.
On Instagram, Kevin solicited inspirational messages from fans to include in speech bubbles in his mural that was then transferred "off the wall" on onto the shoes.
These one-of-a-kind kicks were featured on HYPEBEAST and are currently being sold in Vans and Journeys retail outlets and online at Amazon.
