Toms Ends Shoe Donations, Adds More Sneakers in Turnaround Bid

Toms, the once-high-flyingshoe brand, is itching for a comeback.

It starts with expanding beyond the millennials who swooned for its slip-ons and how it donated a pair of shoes to a needy kid for each one sold. To connect with today’s teens and early 20-somethings—a group dubbed Generation Z—the brand has ended the footwear donations that keyed its breakthrough a decade ago and is now giving a third of profit to causes it says this younger cohort cares about, such as gun violence. Marketing has been revamped to focus on teens. It’s also pushing further into sneakers.

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