The company’s newest crusade marks the 9th anniversary of the first pair of TOMS being sold, and the start of the “buy one pair/give one pair” mantra famously echoed over the years.
Ingeniously, the company has found a way to top it’s immense generosity by offering consumers a way to participate without having to purchase any products.
TOMS is asking that participants post pictures of their bare feet with the hashtag #withoutshoes to their Instagram account and the company will donate a pair of shoes to non-governmental organization such as UNICEF and Save the Children.
For those skeptics at heart, not to worry, TOMS is already valued at $625 million and has given away over 38 million pairs to 65 countries. Shying away from the traditional footwear company practice of reinvesting the high margins into marketing campaigns, TOMS CEO Blake Mycoskie uses these margins to donate to needy children.
Kudos to TOMS and Instagram for setting the bar a little higher.
*Featured Photo (above) credit to Toms.com