New Balance Kicks Off The Giving Season With Shoe-Donation Campaign

New Balance
New Balance track-and-field athlete Emma Coburn donating sneakers.
New Balance/Twitter.

New Balance is celebrating the spirit of giving this holiday season.

On Tuesday, the Boston-based athletic brand kicked off a month-long campaign to encourage its fans to give to children in need.

For each #NBgivesback Instagram or Twitter post showing a consumer’s donation of an old pair of shoes to a charitable organization of their choice, the athletic brand will donate $5, with a maximum of $100,000, to Good Sports Inc. The funds will provide new sports and fitness equipment for kids in high-poverty communities across the country.

In addition, throughout December, Team NB members will be posting their own photos to spread the word to their followers. They include track-and-field athletes Jenny Simpson, Emma Coburn and Trayvon Bromell; tennis star Heather Watson; and baseball players Curtis Granderson, Francisco Cervelli and R.A. Dickey.

Consumers can track the campaign’s progress by searching the hashtag or by following @NBgivesback on Instagram. Donations are already pouring in. Notably, ABC News anchor Dan Abrams got in on the action, posting a photo on Twitter of the white sneakers he is donating.

“New Balance has a longstanding commitment to giving back to our communities all year long,” said New Balance President and CEO Rob DeMartini. “During the holiday season, we want to invite consumers to join us in bringing the love of movement and sports to children across the U.S. and around the world.”