Shoe Mart and Emirates Red Crescent have teamed up to launch the shoe brand’s annual CSR initiative ‘Happy Feet’. Launched on October 13, the initiative at all Shoe Mart stores in Dubai, including Centrepoint stores, aims to collect usable unwanted used shoes which will in turn be donated to the less fortunate.
As a token of appreciation, Shoe Mart will reward its first 2,000 used shoes’ donors with a gift voucher worth Dh100 each. For every old pair of shoes donated by subsequent customers, Shoe Mart will reward them with a gift voucher worth Dh25 each. The shoe donation campaign will end on October 21.
Nikhil Chaturvedi, Marketing Manager of Shoe Mart and Shoe Mart international, said; “We established this ‘Happy Feet’ Initiative two years ago and have experienced enthusiastic participation ever since. It is heartening to see so many helping hands come forward for a common cause and it is our responsibility to appreciate the gesture befittingly.
“It also instils a sense of responsibility towards the society we live in. The very fact that our old shoes that lie in racks unused can actually be someone’s basic need is an eye-opener to many. We are happy that we are able to bring some cheer in many lives,” he added.
Last year, Shoe Mart collected over 17,000 pairs of shoes from its Dubai stores over a period of one week. The brand is looking to double the number of donated shoes this year through its unique rewards programme.