Soles4Souls Launches First Nationwide Donation Campaign, Signs Country Singer Ashley Cooke as Ambassador

The new campaign aims to encourage Americans to donate shoes and apparel for children in vulnerable communities.

Soles4Souls is taking its shoe and apparel donation efforts coast-to-coast with the launch of its first national brand awareness campaign.

The new campaign, dubbed “No into Yes,” aims to encourage Americans to donate shoes and apparel for children in vulnerable communities, the global nonprofit organization said on Wednesday. Inspired by the iconic “no shirt, no shoes” signage, Soles4Souls’s new spot looks to showcase the transformative power of providing footwear and clothing to those in need.

The national campaign brings a full-funnel approach and looks to build awareness and donations across multiple audiences, the organization said. Phase 1 launches today using a mix of local awareness tactics that spans Meta, OOH, social, and digital.

To further help launch the initiative, Soles4Souls has brought on country singer Ashley Cooke into the fold as an ambassador to empower communities to support the mission. 

“I’m so excited and humbled to team up with Soles4Souls to help turn ‘No into Yes’ for millions of kids experiencing homelessness across the country,” Cooke said in a statement. “Growing up, I saw how important it is to have the right support and resources. Providing new athletic shoes to kids in need isn’t just about meeting basic needs, it’s about giving them the confidence and opportunity for a better tomorrow. I really believe in the power of community and how much we can accomplish when we come together, so I can’t wait to see all the good this partnership will do.”

The nonprofit added that Phase 2 will launch later this year and will aim to show the literal, and figurative, distance a simple pair of shoes can go. From donation to delivery, Soles4Souls said the spot will illustrate how a simple pair of shoes impacts entrepreneurs, their community, and the planet.

“We know that a new pair of shoes can have a profound impact on a child’s life, especially as they prepare to return to school,” Buddy Teaster, president and chief executive officer of Soles4Souls, added. “It may seem simple, but the power of a pair of shoes is a step towards a brighter future for someone in need.”

This new campaign comes as the nonprofit stated that 79 percent of children who have received new shoes from Soles4Souls in the United States reported that shoes were their greatest need. What’s more, 97 percent of the organization’s school partners also reported they see positive results in school attendance with new shoes.