Skechers USA Inc. is doing right by its friends.
Days after the company’s philanthropic arm raised more than a million dollars for the Friendship Circle, it entered a partnership with Best Friends Animal Society, a group dedicated to savings the lives of dogs and cats in shelters across the U.S.
The Manhattan Beach, Calif.-based company said it would support the organization through its Bobs line of products. For each pair of Bobs shoes that gets sold, the company plans to donate a portion of the proceeds to the non-profit organization, up to $3 million.
“Bobs from Skechers has been rooted in giving back since the launch of the line and we wanted to expand the philanthropic reach by giving in new ways,” Skechers chairman and CEO Robert Greenberg said in a statement. “To date, the current charitable model has allowed all of our Bobs customers to give free shoes to children in need, with over 12 million pairs donated. We are now building upon the giving message by partnering with Best Friends to save pets. With around 4 million shelter pets being killed each year, we want to help Best Friends bring that number to zero.”
To help spread the message, the company will unveil a multipronged marketing effort next spring.
The campaign includes co-branded shoeboxes, special-edition Bobs shoes, TV, print and digital plays, as well as in-store materials.
The philanthropic move comes on the heels of Skechers raising $1.4 million late last month for the Friendship Circle, which helps children with special needs.