DENVER: Footwear manufacturer Crocs has teamed up with O, The Oprah Magazine for a philanthropic program with the goal of giving away 20,000 shoes in honor of the company's 10-year anniversary in July.
Through the “100 Women, 100 Shoes Challenge,” the company will give shoes to women who enter the program and say how they would make a difference in their own communities using them, said Katy Lachky, VP of communications at the company.
“We felt that O Magazine really matched our demographic and the women we wanted to target,” she explained. “So we worked together to come up with a campaign that meant something to us and to O.”
She added that “giving back is in Crocs' DNA” and O's “readers are very active and engaged in volunteering, so [the partnership] felt like a perfect fit.”
In the last five years, Crocs Cares, the company's philanthropic arm, has donated more than 3 million pairs of shoes to communities in need all over the world, said Lachky.
To build excitement about the 100 Shoes Challenge, Crocs is also launching a version of it internally, selecting 100 employees who enter the contest to donate 100 shoes each to local venues of their choice.
Lachky said a panel of O staff members will judge the entries on creativity and relevance. Women can enter the contest at OMagazine.com/Crocs by July 2.
Crocs will promote the contest through its social media channels, including Pinterest, Facebook, Twitter, and, Google+, as well as O's social platforms, said Lachky.
Linhart Public Relations, which has worked with Crocs since 2007, is helping to promote the campaign and drive entries through media outreach to trade publications and local press in each of the targeted communities, she added.