Vans Shoes "Foot The Bill" Program Supports Detroit Area Small Businesses

What a grand opportunity for Detroit area small businesses to partner with a major shoe company to create custom designs, promote, and earn profits from sales.

Detroit's American Coney is the first local restaurant selected by Vans' "Foot The Bill" initiative, and now supporters can buy limited-edition, custom Vans shoes and shirts themed to support the beloved downtown restaurant. Net proceeds from the product goes directly to the business.

"We are oldest family-owned restaurant in Detroit, celebrating 104 years in business. The pandemic caused a major decline in business and all proceeds will help us stay open and continue serving our world famous Coney dogs!

HOW American Coney Island Plans to Spend The Proceeds

"Funds will help pay bills and bring back employees laid off during the pandemic, which caused an 80% decline in business in Detroit. Our business depends on events and people in office building, which hasn’t happened in over a year."

To order the American Coney Island custom shoes and apparel or nominate a business Vans "Foot the Bill" go to

Definitely loving Van's organization for this collaboration that financially supports local businesses during a pandemic, and a promotional platform for others to shop around the world. Nominate your business today.

What is The Vans “Foot the Bill” initiative

The Vans “Foot the Bill” initiative was created to help small businesses across the country in this unprecedented time. Each small business that is selected to participate will design their own Vans shoe and t-shirt to be offered for sale on (subject to Vans guidelines). Using our Vans Customs platform, consumers can customize and purchase each business’s design. Sales are based upon demand.

Which partners will you be supporting?

We are committed to supporting several local and community-driven small businesses including skate shops, music venues, art galleries, and restaurants. We hope this program will help our communities get through this difficult time.

How many pairs are being sold per partner?

Based on demand, Vans will be producing up to 1,000 pairs of Custom Vans shoes, and 250 t-shirts per partner.

What portion of the proceeds will be donated to each partner?

All net proceeds* go directly to the businesses.

How long will these designs be available to shop?

These one-of-a-kind designs will be available until the limit has been reached or the program ends. Once products are sold-out they will no longer be available. Be sure to get creative while supplies last!

How can I submit my business to be considered for Foot the Bill?

You can submit your business through this submission form link. Vans will reach out with any and all next steps.