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PHILANTHROPY NEWS
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DC assists Soles4Souls in the nonprofit’s 11 in 11 campaign

The skateboarding brand is assisting in an effort to donate 11 million shoes by the end of this year.

by Kristen CervantesPublished: August 08, 2011 07:30 AM

Huntington Beach-based skateboarding brand DC has joined the Soles4Souls national charity to hit the nonprofit’s goal of collecting and distributing 11 million shoes in 2011 to natural disaster victims and people living in poverty.

All this month, DC stores in 24 different locations across the U.S. are collecting slightly worn shoes for the campaign. Contributors to the cause can receive 30 percent off the purchase of a new pair of DC shoes that same day.

“It's always been a big initiative for DC to support the community and reach out to those in need. We are really excited to join forces with Sole4Souls for this great campaign,” said Jeff Taylor, DC’s vice president of marketing.

The DC brand started in 1993 and has grown worldwide. A few of the DC stores in Japan were affected by the country’s earthquake and tsunami earlier this year.

The DC-Soles4Souls collaboration is a natural fit, since the charity has donated more than 13 million pairs of shoes to people in need worldwide since 2005.

“With tragedies such as the earthquakes in countries like Haiti and Japan, on top of the enormous needs elsewhere, we can use the estimated 1.5 billion shoes taking up space in the closets of ordinary people to change the world one pair at a time,” said Wayne Elsey, founder and CEO of Soles4Souls.

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