Soles4Souls is stepping up its holiday giving with a major push to collect and distribute shoes, apparel and accessories, partnering with brands including Under Armour, Hoka, Reebok and others to help people in need this season. The nonprofit says it aims to get thousands of items into the hands of those who might otherwise go without during the winter months.
The expanded effort builds on Soles4Souls’ ongoing mission: to distribute shoes and clothing through direct donation programs and micro-enterprise initiatives that support economic opportunity around the world. For the holidays, the focus is on boosting access to essential footwear and cold-weather gear for vulnerable communities across the U.S. and beyond.
Under the holiday campaign, participating brands are contributing a mix of products. Under Armour is donating performance footwear and apparel, while Hoka’s contributions include running and outdoor shoes suited for colder climates. Reebok is pitching in with athletic footwear, and other partners are supplying boots, casual shoes and seasonal clothing.
Soles4Souls CEO Nikki Bush said the goal this year is to support “communities that are struggling more than ever” by making sure people have proper shoes for work, school and daily life. The holiday push also reflects rising economic challenges faced by many families, including increases in the cost of living and uneven employment recovery.
Unlike traditional donation drives that focus only on short-term relief, Soles4Souls also channels some product into micro-enterprise programs that help entrepreneurs start small businesses selling shoes in their communities. The nonprofit says this approach not only delivers immediate support but also creates opportunities for long-term income generation in underserved areas.
The holiday initiative includes local collection events and drop-off sites, where community members can donate new or gently worn shoes and clothing. These items are then sorted and allocated based on needs, with priority given to children, families and individuals facing homelessness.
Soles4Souls says it is mobilising volunteers to assist with sorting, distribution and community outreach during the campaign. The organisation works with regional partners including shelters, community centres and nonprofit agencies to ensure that donated goods reach individuals and families efficiently and respectfully.
The expanded holiday effort comes as Soles4Souls continues to grow its reach. In previous years, the nonprofit has distributed millions of pairs of shoes and articles of clothing across North America and globally, often in response to economic hardship, natural disasters and ongoing poverty.
For Under Armour, Hoka and other brand partners, the initiative represents a chance to connect with communities and support social impact goals during a season when need tends to rise. Executives from several of the participating companies have underscored the importance of giving back, especially as inflation and other financial pressures continue to affect many households.
Community leaders involved in the campaign say having access to quality footwear and weather-appropriate clothing can make a real difference in people’s lives, particularly for children attending school and adults seeking employment. Proper shoes can help prevent injury, support mobility and build confidence, they note.
Bush said the holiday push also aims to highlight the power of collective action: when brands, volunteers, local organisations and everyday donors work together, the impact can reach far beyond what any one group could achieve alone. “It’s about community,” she said, “and making sure everyone has the basic tools they need to thrive.”
The campaign will continue through the end of December, with Soles4Souls encouraging more individuals and companies to take part. Donation events are being held in cities across the U.S., and the organisation has made it easy for people to find local drop-off points and contribute goods.
In addition to collecting goods, Soles4Souls also accepts financial contributions, which help the nonprofit cover operational costs including shipping, sorting and distribution. These funds are crucial for ensuring that donations can be processed efficiently and reach those in need without delay.
Organisers hope the holiday campaign not only provides immediate relief but also inspires ongoing engagement, encouraging people to think about donation and community support year-round. By broadening awareness of the connection between basic necessities and individual dignity, Soles4Souls and its partners aim to create lasting positive change.
For many participants, the holiday season serves as a reminder that even small contributions a pair of shoes, a warm jacket, a few hours of volunteer time can have a meaningful impact on someone’s day. As the initiative unfolds, organisers are hopeful that the momentum will continue to grow, bringing boots, sneakers and warm gear to people who need them most.
The expanded effort from Soles4Souls and its brand partners underscores a simple but powerful idea: helping others is a shared responsibility, and the holiday season is a meaningful time to act on that belief.
