Artists give AIDS a kick
Thu, November 27 2008
“It was out of nowhere that I got asked,” said Hamada, an Emily Carr University of Art and Design graduate.
Converse’s novel aid project is part of a year-long collaboration with (Product) Red, a business model designed to create awareness and a sustainable flow of money from the private sector into Global Fund, an NGO fighting to eliminate AIDS in Africa.
The NGO is co-sponsored by Kennedy-family entrepreneur Bobby Shriver and U2’s frontman, Bono.
As part of its participation in (Product) Red, Converse commissioned 100 musicians, graphic and graffiti artists from all over the world to create one-of-a-kind sneaker designs inspired by the global fight against HIV/AIDS in Africa.
Ten per cent of net wholesale price from the Spring 2009 designer collaboration shoes goes directly to the Global Fund.
“This is an important cause,” said Hamada. “I was excited to be asked to participate even when it was orignially pitched to me as a shoe that would tour around in an art show to raise awareness for RED, and not as a shoe sold in stores.”
Like many young artists, after graduating with a Bachelors of Media Arts degree from Emily Carr, the 26 year old focused on gaining some exposure. For three years, Hamada diligently posted his portfolio on the Internet, including a series of snowboards he designed for Endeavor Snowboards & Soul Assassins and the streetwear clothes that he created for 3sixteen.
And yet, Hamada laughs, it wasn’t his efforts to put his name out there that resulted in the Converse contract, but rather it was his role as a tour guide.
An associate from Los Angeles asked Hamada to show his visiting friends around Vancouver. While doing the touristy Stanley Park/Gastown tour of the city, Hamada realized his guests were art designers for Converse.
Ultimately, the visitors pushed his name forward with the Converse committee that was tasked with finding tomorrow’s hottest design talent.
“I was lucky to meet these guys,” recalled Hamada. “We had a lot in common and the next thing I’m sketching a design for Converse.”
Hamada was the only artist randomly selected for the Converse campaign; all the other contributors were selected by a curator from the Museum of Modern Art in New York.
Hamada now finds himself among prominent contributors including Dr. Romanilli and musicians The Edge of U2, Lupe Fiasco and Michael Franti of Spearhead.
For his design, Hamada drew 100 hands — by hand — to represent the hands of the world reaching out to help Africa, and the hands of Africa reaching out for help.
By Amy Chow
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