Naot Canada is turning footwear into fundraising—its 1-in-8 campaign features two rosy favourites, the Canoe Pink and Spring Pink, with proceeds supporting Rethink Breast Cancer. Want the inside story on the design, the partnership, and how a pair of boots can help fund early detection and support programs? Greg Ambeault, Naot Canada Managing Director, and Jaselle Casongsong, head of marketing, are available for a Q&A on purpose-driven style and walking the walk. —Noa Nichol
What inspired Naot to launch “Buy Pink With Purpose” this year—and why partner specifically with the Rethink Breast Cancer for the Canoe Boot in Pink Nubuck and Spring in Rose Suede?
This campaign was born from a genuine place of compassion and community. As a brand that has always walked alongside women through every stage of life, we felt it was important to support an issue that deeply affects our customers, our teams, and our families. The reality that 1 in 8 women will face breast cancer is not just a statistic—it’s personal.
Partnering with Rethink Breast Cancer felt like a natural fit. Their focus on supporting young women affected by breast cancer and driving modern, impactful awareness aligns beautifully with Naot’s values. By launching the Canoe Boot in Pink Nubuck and Spring Clog in Rose Suede, we wanted to combine what Naot does best—beautiful, foot-friendly design—with a purpose that extends far beyond fashion.
Can you share the concrete mechanics of the campaign—what portion of each Canoe Boot sale and Spring Clog sale is donated, how long the program runs, and how Naot will ensure transparency on funds raised?
For every pair of our limited-edition Pink Canoe Boot or Rose Spring Clog sold during October, 100% of proceeds will be donated to Rethink Breast Cancer. The campaign runs throughout Breast Cancer Awareness Month, both online and in participating retail stores across Canada. To maintain transparency, Naot Canada will publicly share the total amount raised at the end of the campaign through our website and social media channels, alongside confirmation from Rethink Breast Cancer.
The Canoe Boot is pitched as both stylish and orthotic-friendly. How did you balance design, comfort and purpose when creating the Pink Nubuck version—were any special design tweaks made for this edition?
Naot footwear is built around comfort technology—anatomical footbeds, supportive soles, and premium materials—but for this special edition, we wanted to add a layer of emotion and symbolism. The Pink Nubuck finish was chosen not only for its softness and durability but for what the colour represents: strength, hope, and unity.
We didn’t compromise on the shoe’s function; it remains fully orthotic-friendly with a removable cork and latex footbed. Instead, we elevated it with a fresh, modern hue that lets wearers show support proudly, in comfort.
From a marketing standpoint, Jaselle, how are you telling the story of this campaign, so customers feel connected to the cause rather than just buying a “pink product”?
Our focus is on storytelling before selling. Every campaign touchpoint—from our social posts to in-store visuals—begins with the women behind the “1 in 8” statistic. We’re sharing emotional narratives, reminders to book breast checks, and messages about solidarity and support. The tone is intentionally empathetic, and purpose driven. We want customers to feel that their purchase is an act of participation—a way of walking alongside women affected by breast cancer, not just a seasonal promotion.
Greg, how does this initiative fit into Naot’s broader corporate purpose and long-term commitments to communities, health causes and ethical manufacturing?
Naot has a long-standing tradition of giving back through our Naot Gives Back program, which supports local communities and global causes year-round. “Buy Pink with Purpose” extends that mission by focusing on women’s health—a cause that resonates deeply with our core audience. Our broader purpose has always been to create shoes that make people feel good, inside, and out. Supporting ethical manufacturing, sustainability, and social impact are key to that promise. This campaign reflects the heart of who we are: a brand that walks with care and purpose.
How are retail stores being engaged to amplify the breast-cancer campaign on the ground? (i.e., in-store displays, PR, staff training to answer customer questions)
Our retail stores play a vital role in bringing the message to life. They’ve been provided with in-store assets, such as pink-themed displays, campaign posters, and talking points for staff to help explain the initiative. Many stores are also featuring the campaign on their own social channels, creating a ripple effect of awareness and engagement.
By ensuring store teams understand the cause and can speak authentically about it, customers experience a meaningful connection the moment they step inside.
What measures will you use to evaluate the campaign’s success—beyond dollars raised—such as awareness metrics, survivor support outcomes, or new donor engagement? Will Naot share a post-campaign impact report?
Success for us goes beyond sales. We’ll be looking at engagement metrics like social reach, shares, and conversations sparked by the campaign, as well as the number of women who reported booking their breast checks after seeing our reminders.
We also plan to track how many new supporters were introduced to Rethink Breast Cancer through our efforts. At the end of the campaign, we’ll share a post-campaign report that highlights both funds raised and the awareness impact we’ve collectively created.
Finally, what practical ways can customers and media amplify the effort beyond buying the boot and the clog—volunteering, in-store events, social assets, or storytelling from survivors—and are there plans to make Buy Pink With Purpose an annual (or expanded) commitment?
We’re encouraging everyone to go beyond the purchase—share survivor stories, join the conversation using #NaotGivesBack, and spread awareness by reminding loved ones to get checked. Some retail locations will host community events and displays, giving customers a chance to learn more and get involved. Given the heartfelt response, we absolutely see “Buy Pink With Purpose” evolving into an annual initiative, with potential to expand and include other local organizations. Our hope is to keep walking this path of awareness, compassion, and action year after year.
share:
October 27th, 2025 at 6:05 am
It’s great to see brands not just selling, but creating something with real meaning. I had a similar experience in my family, where an illness forced me to rethink my priorities, and I realized how important it is to support such initiatives. After that, I even began to look at my work differently: I started looking for projects that were transparent and delivered real results. I recently stumbled upon https://affroom.com/cpa-networks/verticals/gambling/ , which explores honest CPA networks in the gambling niche. I unexpectedly realized that in business and in life, the principles are the same: honesty and informed choices always pay off.