Following its first North American campaign, Soles4Souls launched its first Canadian activation by turning a storefront window on Toronto’s Ossington Avenue into a fashionable shoe shop.of

Called “Not So New Arrivals,” the pop-up featured heavily worn shoes to highlight a simple truth: something many of us take for granted can be life-changing for someone in need. A proper pair of shoes. A QR code in the window allowed passersbys to donate instantly.

The activation extended to additional retail space and was supported by PR, social, influencers, and a mix of low-cost, high-impact tactics—from Eventbrite to local community partnerships—designed to spark conversation and drive awareness.

More than just a donation driver, the campaign aimed to shift perspective, framing Soles4Souls’ mission in a more direct, thought-provoking way, while reaching both potential partners and Canadians looking to make a meaningful impact.