Shoemakers helping LA fire victims

Reporting on how footwear companies in the USA are responding to the devastating wildfires in Southern California.

A number of organisations operating in the footwear industry – including Deckers, Nike and Skechers – quickly reacted to news of the incredibly destructive wildfires in Southern California, and have announced assistance programmes designed to bring some relief to the victims of this crisis. Just a few examples of the charitable works being done in the face of this disaster are described below.

Deckers

Deckers Brands has announced that it will donate USD 1 million to support the Los Angeles wildfire relief and recovery efforts. This is to be shared between the American Red Cross for the Los Angeles region and Direct Relief.

“Our hearts are with all of those affected by the horrific and devastating fires that continue to rage in Los Angeles and Ventura Counties – the loss is unimaginable,” commented Stefano Caroti, chief executive officer of Deckers Brands. “We are thankful for the first responders and valiant humanitarian efforts, and we are proud to be able to support in this time of crisis.”

Nike

In addition to the initial USD 250,000 donation which was made by the Nike Foundation to the American Red Cross, the company is said to have committed an additional USD 500,000 to support the services offered by the American Red Cross. A USD 500,000 donation is also being made by Nike to the World Central Kitchen, and the same amount is being given to the Los Angeles Fire Department Foundation, as well as more than USD 6 million that was raised from product commitments across the Nike, Jordan and Converse brands.

Skechers

Los Angeles-based Skechers has promised support of more than USD 1 million to assist relief efforts amid the devastation. The company’s charitable focus is on children and families, so it is working with a variety of local and national organisations to offer monetary donations and goods. These include the American Red Cross, Baby2Baby, California Fire Foundation Wildfire and Disaster Relief Fund, Pasadena Education Foundation/Eaton Fire Response Fund and YMCA Metropolitan Los Angeles. To help alleviate the burden faced by local animal shelters, Skechers is also supporting Agoura Animal Care Center and paid for all dog and cat adoptions up to January 19th.

Publishing Data

This article was originally published on page 4 of the February 2025 issue of SATRA Bulletin.

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