I first heard about TOMS Shoes from a friend who had attended a “Style Your Sole” event at someone’s apartment. The concept behind this young company is what really caught my attention. Why would someone create a shoe business that gives away just as many pairs as it sells?

The answer to this question came to me later as I earnestly researched our new client for my public relations capstone class at the University of Georgia’s Grady College of Journalism and Mass Communication. The class consists of completing an entire public relations campaign from the initial research stages to the final implementation and evaluation. Who would have thought that my assigned client would be this exciting company that I was already somewhat familiar with? Sporting the new pair of TOMS I had eagerly requested for Christmas, I began my investigation of this intriguing young company. Several YouTube videos later, I was HOOKED!

For those of you who aren’t familiar with TOMS, their policy is to donate a pair of shoes to a child in need for each pair purchased on their Web site or in their stores. It didn’t take me long to discover that TOMS Shoes could revolutionize the way that corporate America does business. By developing a nonprofit sector to supplement the efforts of this commercial company, TOMS has created the “perfect storm” to contribute to international community development. What an incredible way to connect American commercialism with a global need for shoes!

Since it began in May 2006, the company has given over 115,000 pairs of shoes to children in places like Argentina and South Africa. TOMS Shoes also allows its supporters to get involved by going on a “shoe drop” through their nonprofit sector, Friends of TOMS. These shoe drops allow passionate volunteers to experience what it’s like to give someone their first or only pair of shoes.