Toms, the well-known footwear and lifestyle brand, has recently announced exciting updates to its impact strategy and visual identity. In celebration of its 15th anniversary, Toms has revamped its giving model to have an even greater impact than before. While the brand originally promised to donate a pair of shoes for every pair sold, it now commits to giving at least one-third of its net profits annually.

Since its establishment in 2006, Toms has made a significant difference by donating over 100 million pairs of shoes to those in need. Now, as the brand enters a new chapter, it seeks to invest its funds in grassroots efforts focused on equity. Toms aims to address relevant issues such as mental health, increased access to opportunity, and the end of gun violence. By tackling these important issues, Toms believes it can positively impact the lives of individuals, with particular attention to supporting marginalized communities, including Black, Indigenous, and People of Colour, LGBTQ+, and Women & Girls.

To test out its new approach, Toms has established the Toms Covid-19 Global Giving Fund, which has already raised over $2 million for global pandemic relief efforts. The brand is excited to continue its giving endeavors through collaborations with inspiring grassroots organizations. Amy Smith, Toms’ Chief Strategy and Impact Officer, expresses her enthusiasm for the brand’s fresh direction by stating, “We realize 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.”

In addition to its evolved giving model, Toms has introduced a revamped visual identity. The brand has launched a new website and marketing campaign aimed at engaging Generation Z. Toms is moving away from using models in its campaigns and instead focusing on working with community agents. The brand will also collaborate with brand ambassadors and release exclusive products that celebrate conscious leaders.

Magnus Wedhammar, Toms’ CEO, emphasizes the brand’s commitment to corporate social responsibility, stating that it is crucial for Toms to represent the highest standards of corporate social responsibility as a global brand and a leader in a larger movement to better the world. Wedhammar expresses pride in Toms’ giving efforts and the team’s dedication in creating a better tomorrow where all communities can thrive.

As Toms embarks on this new chapter, both its giving model and visual identity have undergone significant changes. With its expanded impact strategy and fresh marketing approach, Toms is determined to make an even greater difference in the world. The brand’s legacy of using business to improve lives will continue to guide its path as it works towards impacting the lives of another 100 million individuals.

Useful links:
1. Toms Impact
2. Meet Toms Team