SolesUnited

CHALLENGE How do you give worn-out Crocs a new purpose? And not only get people to know about it—but know how to take part. The challenge was to build awareness of SolesUnited and encourage customers to participate in a program that could help people around the world. SOLUTION SolesUnited was the first-of-its-kind recycled footwear donation program dedicated to providing new, quality footwear to people in need worldwide. The idea was to give that mission a simple, memorable invitation: “Wear a pair. Share a pair.” For each pair of SolesUnited recycled shoes purchased, Crocs donated a pair through the program. EXECUTION The campaign brought that idea into advertising and stores. “So out with the old. And on with the new.” gave worn-out shoes a fresh meaning while introducing people to the donation program. Print creative, retail materials, and in-store collection boxes made SolesUnited visible, explained its purpose, and showed people how to get involved. OUTCOME Since 2008, SolesUnited surpassed its goal of 2 million shoes donated, with shoes sent to communities around the world. By joining a clear message with ways to participate, the campaign helped build awareness of the program and turn an everyday product into an opportunity to give.