Toms Ditches Its One-for-One Model for a New Impact Strategy

The brand is now committing one-third of its annual net profits to 'grassroots good'

Image of people wearing Toms shoes
Toms' rebrand includes an updated look and new plan to impact communities. TOMS

Toms Shoes emerged in 2006 with its original one-for-one model, promising to donate one pair of canvas shoes to a child in need for every pair sold. After rising rapidly in popularity, it was met with copycats in brands like Skechers, losing the uniqueness of its model. As canvas shoe sales declined and a donation for every shoe sold became more challenging, criticism rose surrounding the brand’s ability to make the impact its brand was known for.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@kaila_mathis kaila.mathis@contractor.adweek.com Kaila is a freelance writer for Adweek covering brand marketing and retail.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"brand-marketing"}