Twisted X Turns Veterans’ Designs Into Reality With Sketch to Sole Contest

Some of the most compelling product ideas never make it off the napkin. Twisted X, the Decatur, Texas-based footwear company, decided to do something about that — and to do it for a community that rarely gets asked for its creativity. At the Veterans of Foreign Wars (VFW) National Convention in Reno this July, the brand hosted a design competition inviting VFW members to channel their experiences into a custom piece of footwear. The result was “Sketch to Sole,” a campaign that turned 35 submissions into a genuine pipeline for veteran-designed product.

“The response exceeded our expectations on every level,” said Prasad Reddy, CEO of Twisted X Global Brands. “I was surprised and impressed by both the talent and the level of participation shown.” What moved him most wasn’t just the volume of entries but their reach across generations: veterans submitted designs, and so did their children and grandchildren, eager to be part of a project that honoured service through creativity rather than ceremony.

Entries were judged by Twisted X on originality, craftsmanship and design quality. Three styles rose to the top, and the winning designers didn’t just take home bragging rights — they received gift cards from the company, and their concepts carry the potential to go into actual production, putting a veteran’s vision on shelves for thousands to wear. For a brand built on approachable, comfort-driven Western and casual footwear, the contest is a natural extension of its identity.

Reddy confirmed that Sketch to Sole will return. “We’re encouraged by the participation and enthusiasm,” he said. “We’re looking forward to building greater awareness and expanding the competition on a larger scale next year.” Scaling matters: a one-off event generates goodwill, but an annual programme builds a recognisable platform that veterans come to expect and prepare for.

The deeper purpose, Reddy is clear, is the company’s ongoing commitment to the military community. “We owe so much to the men and women who’ve served our country,” he said. “Supporting veterans and their families is something I care deeply about, and that commitment is shared throughout Twisted X Global Brands.” Sketch to Sole gave the brand “a unique opportunity to connect with veterans, celebrate their creativity, and bring some of their talents to the forefront.”

For the footwear industry, the initiative is a reminder that community engagement can be more than sponsorship logos on a banner. By handing design agency to the people it honours, Twisted X turned a marketing moment into a two-way relationship — one that generates authentic content, loyal customers, and, potentially, best-selling silhouettes.

As the company looks to expand the competition in 2027, the blueprint is set: invite, celebrate, and then actually build what veterans imagine. In an industry forever searching for authentic stories to tell, Twisted X found one by simply asking the people who served to pick up a pen.

Source: Footwear Plus Magazine, October 15, 2026.