Toms launches new giving model, visual identity

By

Jennifer Braun

Published
Apr 8, 2021

Toms, the footwear and lifestyle brand that founded the one-for-one giving model, has revealed an updated impact strategy and visual identity.

The new strategy aims to have a greater impact than its original promise to donate a pair of shoes to a person in need for every pair sold, and will now include a commitment to give at least one-third of its net profits annually.

The company has introduced its latest commitment as it celebrates its 15th anniversary this year. The shoe brand founded by entrepreneur Blake Mycoskie in 2006 said it has given away over 100 million shoes since inception. Now it is replacing this initiative with a new one that includes investing funds in grassroots efforts focused on equity.

Toms has identified relevant issues that will be the focus of the one-third profits strategy and includes promoting mental health, increasing access to opportunity, and ending gun violence, which the brand believes will lay the foundation to impact the lives of all people, particularly Black, Indigenous and People of Colour, LGBTQ+, and Women & Girls. 

The brand already put the grants-based model to the test with the Toms Covid-19 Global Giving Fund, which generated over $2 million in support of global pandemic relief efforts.

“On behalf of the Toms Giving Team, I am thrilled to be able to carry the brand's legacy in a new and powerful direction with these inspiring grassroots organisations,” said Amy Smith, Toms chief strategy and impact officer, in a news statement. 

“Toms has been using business to improve lives for 15 years now, and with that experience, plus a whole lot of research and a bit of sole searching, we have learned that there is so much we can do when we come together as a community. We realise we’re not changing the world, but we are at the feet of people who are. The journey to impacting another 100 million lives has officially begun.”

As part of the changed business model, Toms is also debuting a new look. The creative overhaul includes a relaunched website and marketing campaign that caters to Generation Z and puts the focus on working with community agents instead of models for its campaign. Toms will now collaborate with brand ambassadors and exclusive launches celebrating conscious leaders.

It will also expand its product offerings including with the introduction of a new fan favourite, the iconic Alpargata. 

“It is of utmost importance not only as a global brand, but a leader in a larger movement to better the world, that Toms represent the highest standards of corporate social responsibility,” added Magnus Wedhammar, Toms CEO. 

“We are deeply proud of what Toms has done through its giving efforts and we’re always striving to do even more. Our team is excited to continue working towards a goal of creating a better tomorrow - where all communities, big or small, can truly thrive.”