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DSW, a footwear and accessories retailer, has announced a shoe donation campaign made possible by its 26 million VIP loyalty members. The campaign celebrates DSW’s community donating 1 million pairs of shoes in the past year. Contributions from customers and DSW have also enabled 100,000 pairs of new shoes to be distributed to kids in need this summer, just in time for back to school.
Former New York Giants player Victor Cruz kicked off the campaign on May 9 at BronxWorks in New York City by hosting the first of eight shoe donation ceremonies for kids with DSW Gives’ philanthropic partner Soles4Souls. During the afterschool ceremony, Cruz surprised over 100 kids with new shoes from DSW, encouraging them to express themselves by customizing their shoes. The kids also received an opportunity to throw a football with Cruz.
“I was excited to join DSW in distributing the first round of shoes to kids because style and giving back are such huge parts of my life,” says Cruz. “It’s amazing what kids can accomplish with something as simple as a pair of shoes. It makes them feel like they can run faster, jump higher, and sparks their sense of style and confidence.”
DSW CMO Amy Stevenson adds, “With his deep ties to fashion and charity, Victor Cruz was the perfect choice to kick off our shoe donation campaign with kids who will benefit from our community’s generosity. We’re excited to celebrate our customers enabling thousands of kids across the US to receive a new pair of shoes to help them conquer the new school year.”
Launched last year, DSW Gives is a philanthropic platform for the DSW community with partners including Soles4Souls and Be Strong. DSW Gives and Soles4Souls plan to take their campaign on the road from June to September 2019, donating shoes to kids in a variety of cities. Additionally, this summer, DSW Gives and Soles4Souls are hosting their first-ever service trip where customers will be able to directly take part in the distribution of shoes to a community. The first one will take place in the Dominican Republic in August, with many more to follow.
“We’re honored that DSW Gives and Soles4Souls kicked off their shoe donation summer campaign at our Classic Community Center here in the Bronx,” says Eileen Torres, BronxWorks Executive Director. “Providing a new pair of shoes and the opportunity to meet a local NFL star inspires a world of possibilities for our children and we’re extremely grateful.”
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