Nowadays, it’s so hard to convince young adults to do just about anything. This is where VANS comes in. The sports footwear designer, who’s been in the business for decades, has just launched an initiative, perfectly dubbed the “VANS Custom Culture“, which is meant to empower high school students to embrace their creativity through arts and designs, in an effort to enhance art education budgets.

VANS is giving the finest artwork designer a USD 50,000 cash prize for their school’s art program and the opportunity to get their designs to be sold in the footwear maker’s retail stores. The competition centers around four themes, including Art, Music, Action Sports, and Local Flavor.