Soles4Souls organized several holiday related activations this season in the spirit of giving back.
On Dec. 11, the non-profit cohosted an event in Nashville, Tenn. with Under Armour at McKissack Middle School. At the event, every student in the school received a new pair of Under Armour shoes.
“It was an incredible event, and we were happy to have so many of the Under Armour team there to volunteer,” a Soles4Souls representative told FN.
The organization also teamed up with Hoka where the footwear brand matched all donations up to $25,000 on Dec. 22 and Dec. 23.
Moving up north, Soles4Souls Canada transformed a trendy Ossington office window into a pop-up “shoe store.” However, instead of fashionable, high-demand footwear, the display featured worn and well-used shoes – serving as a stark reminder for those in need who cannot afford a new pair of shoes.
Working with Fuse Create, Soles4Souls Canada wanted to highlight how the organization helps people reach their potential by providing them with dignity through basic necessities like shoes.
Running for the month of December, the display at 45 Ossington Avenue features four signature shoe styles, complete with store-front launch materials. These shoes are accompanied by a QR code driving viewers to donate directly to Soles4Souls Canada. The campaign expands beyond Ossington with temporary in-store displays at the Hoka store in the Eaton Centre.
“For many of the people we support, a pair of shoes isn’t just footwear – it’s dignity, mobility, and the ability to take the next step in life,” Lisa O’Keefe, vice president of community partnerships at Soles4Souls Canada. “We’re thrilled to collaborate with Fuse as we grow our presence in Canada and raise awareness for this basic yet powerful need.”
These efforts come after Soles4Souls reached a donation milestone of 11 million pairs of shoes through its partnership with DSW Designer Shoe Warehouse parent company, Designer Brands, earlier this year.
“Soles4Souls is continually inspired by the incredible passion Designer Brands and their customers show in helping provide shoes to those who need them most,” Buddy Teaster, Soles4Souls chief executive officer and president, said at the time. “Their support has been instrumental in the impact we’ve achieved as an organization, and we deeply appreciate the generosity of our partners and their amazing customers.”