Proudly working with TOMS – Socially Responsible Business


TOMS is a brand that was inspired, and has consistently stood by the core principle of giving back. For this reason Resonance China is proud to partner with TOMS to make a difference in China.

Over the Qingming holiday, myself (Jerry) and Rand Han, Resonance China’s founder, had the chance to meet with Tom’s Founder and Chief Shoe Giver Blake Mycoskie here in Shanghai.   Already firm supporters of Blake’s vision on social enterprise, we are passionate about working with TOMS to introduce not only great shoes and products, but also the powerful idea of ‘business as positive change’ to China.

Blake was inspired to create TOMS after travelling to Argentina in 2006, when he witnessed first-hand the difficulty of growing-up without shoes. His solution to the problem was simple, yet revolutionary: to create a for-profit business that was sustainable and not reliant on donations. Blake’s vision soon turned into the simple business idea that provided the powerful foundation for TOMS.


TOMS Blake Mycoskie providing shoes to children in need

Through the brand’s One for One initiative, TOMS has successfully donated more than 50 million pairs of shoes to children-in-need throughout the world.  After an initial focus on giving shoes, charity initiatives have extended to provide sight, clean water, safe birthing and tackle childhood bullying.  To support this philosophy, TOMS’ designs have grown to include ranges of eyewear, bags, apparel and accessories.

TOMS’ arrival in China is very important at a social and cultural level, as the brand is introducing the idea of sustainable and social enterprise to a new generation of Chinese entrepreneurs – for TOMS and Resonance China this an important message at just the right time.


TOMS Founder Blake Mycoskie (middle), with Rand Han (right), and Me in Shanghai

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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