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Bombas Donates its 100-millionth Item and Reshapes the Stigma of Homelessness

Direct-to-consumer sock brand Bombas has been dedicated to helping the homeless community since day one. The ethos is embedded in the brand’s model: for every item purchased, Bombas donates a top-requested item at homeless shelters (such as socks, underwear or T-shirts). The company donated its 100-millionth item in its 10th year of business in 2023. To commemorate the marker and foster compassion around the realities of homelessness, Bombas rolled out an new ad campaign. It’s intended to challenge negative stigmas at a time when homelessness in New York City has nearly doubled since 2010. The awareness campaign included 300+ ads across New York City, including one that reminds readers that there are 20,000 children experiencing homelessness in the city, as well as a microsite with 15 interviews with people who have experienced homelessness, among other components. Though the mission-driven campaign has given the brand a “nice lift,” according to co-founder Randy Goldberg, “it’s not really the point of the campaign. We want people to remember the information.”

By Cristina Cala