For Every Pair of Shoes Sold, They’d Give a Pair to a Child in Need: TOMS

It’s 2006. A young entrepreneur named Blake Mycoskie is traveling through Argentina.

He notices two things:

1. A lot of children don’t have shoes.
2. The local alpargatas are really comfortable.

Most people would just buy a pair of shoes and post about it on Facebook (it was 2006, after all). But Blake? He decided to start a shoe company that would change the world.

Imagine your favorite pair of shoes, having a baby with your conscience. Proudly presenting TOMS, the company that proved you could look good, feel good, and do good all at the same time.

Mycoskie was overwhelmed by the spirit of the South American people, especially those who had so little and wanted to find a way to help.

One for One: Not Just a Catchy Slogan

TOMS burst onto the scene with a revolutionary idea: for every pair of shoes sold, they’d give a pair to a child in need. They called it the “One for One” model, and it spread faster than gossip in a small town.

It was simple, it was catchy, and it made people feel like they were saving the world, one comfy foot at a time. Suddenly, your shoe choice wasn’t just a fashion statement – it was a political one. It’s voting with your feet.

By 2019, TOMS had given away a staggering 95 million pairs of shoes. That’s enough shoes to make a footprint visible from space (disclaimer: not actually visible from space, but you get it, right?).

TOMS Branches Out

But TOMS didn’t stop at shoes. Oh no, they were just getting started. They expanded their One for One model to include eyewear (helping restore sight), coffee (providing safe water), and bags (supporting maternal health).

But here’s where the story takes an interesting turn. In 2019, TOMS decided to end their One for One program. Gasp! Shock! Horror! But before you start throwing your TOMS at the screen in protest, hear us out.

TOMS realized that while giving away shoes was good, it wasn’t addressing the root causes of poverty. So, they pivoted. Now, they commit 1/3 of their profits to grassroots efforts, supporting organizations working on issues like mental health, access to opportunity, and gun violence prevention. That’s what we call impact.

Still Kicking (Pun Intended)

Today, TOMS continues to be a force for good in the world. They’ve expanded their product line, even launched vegan shoes. It’s like they’re playing corporate responsibility bingo, and they’re going for a full house.

The Blake Effect: Inspiring a New Generation

Perhaps TOMS’ greatest impact isn’t in the shoes they’ve given away or the profits they’ve donated, but in the way they’ve changed how we think about business. They’ve shown that companies can be profitable and socially responsible. It’s not about the bottom line – it’s about the triple bottom line: people, planet, and profit.

TOMS has inspired countless other companies to adopt similar models. Meanwhile, every third startup (at least in Berlin) is trying to figure out how to incorporate giving into their business model – how to become an impact startup. Thanks!

But this is not just for ethics. It’s for the future of business: “There is a responsibility for businesses to step up and use their reach, assets, and influence for good. But this is more than a responsibility; it’s also simply good business. As the world continues to shift, it is becoming increasingly clear that you can no longer do well without doing good.”*

So, what can you do? Well, buying a pair of TOMS instead of those China produced plastic sneakers is a start. But more than that, you can support companies that prioritize social responsibility (check out our article on Viva Con Agua for more inspiration). You can ask your favorite brands what they’re doing to make the world a better place. And if you’re feeling really inspired, maybe you can initiate impact partnerships (GICA style). Organize cross-marketing projects with TOMS and other impact love brands. After all, we need more bang for sustainable products.

At GICA, we believe in the power of innovative solutions like TOMS to drive positive change in our world. Join our impact network at gica.community and be part of the movement to save humankind, one purchase at a time.

Remember: Every time you buy a pair of TOMS, you are good to your feet and many people who deserve our support. And isn’t that a much better feeling than always wondering if your new shoes were made in a Vietnamese sweatshop?

The future of business is socially responsible, environmentally conscious, and apparently, really comfortable. And thanks to TOMS, it’s looking brighter than ever. Now, if you’ll excuse us, we have some shoe shopping to do. For the greater good, of course.

Blake on LinkedIn? Here!