Vietnamese sneaker brand Biti’s Hunter made themselves a Canvas to feature the Nation’s prideful initiatives in the face of COVID-19
Biti’s Hunter, a sneaker brand that stands for human progressiveness, decided to turn the spotlight on these #ProudlyMadeInVietnam stories. The company launched Canvas Of Pride, a special collection, truly made by Vietnamese people, celebrating prideful Vietnamese initiatives.
By deconstructing the product into pieces of canvas and sharing the frames online, the company equipped and encouraged every Vietnamese artist, creative communities, people – to create and sell their designs, inspired by #ProudlyMadeInVietnam stories, produced by Biti’s Hunter, devolving 10% of the revenue to support the fight against Coronavirus.
Under the threat of the pandemic, as the humankind faces one of the toughest times of our generation, Vietnam has risen not only as one of the few places where the spread of the virus is well-controlled but also as the land of prideful initiatives. Vietnamese entertainers created a hand-washing dance, receiving appreciation from UNICEF;
Vietnamese breadmakers invented dragon fruit bread and widely shared the recipe with goodwill to rescue farmers who struggled to export their harvest; Vietnam as a nation opened arm to welcome home and protect overseas Vietnamese people. Such as made-in-Vietnam actions, beautifully embodying Vietnamese optimism, creativity and compassion. In amongst the abundance of bad news, threats, and tensions every day, these stories sparked hope, belief, and most of all, pride.
The disruptive idea instantly caught national attention and reached unprecedented engagement. Not only the artists contributed their unique, beautifully crafted designs, the nation’s most influential artists Huong Giang and VietMax joined to spread the message, but many local leading brands decided to join forces. Brands across various industries such as Canifa, Boo, Grimm DC, Verus, Faslink, Minh Long, Thien Long, VinID, Admicro, and Shopee have adapted the submitted artworks to their products, devolving 10% revenue for the frontline.
With 20k pre-orders in less than one week, many more brands joining the movements, and an overwhelming response from the Vietnamese youth, Biti’s Hunter truly ignited a united movement of the nation. Canvas Of Pride itself became a made-in-Vietnam initiative that transmitted positive vibes across the nation, celebrating and inspiring the next prideful examples of unity, creativity, optimism, resilience and beyond.