In Occidental Europe, a trend of the disposable is being observed where amongst other things shoes are not looked after and used only for a short time.

In contrast, in Africa where shoes and its maintenance are socially important, people are not able to own a lot of shoes explaining why they are more taken care of there.

The lower down in the socio-economical scale , the more important and the more the shoes are cared for. Sometimes, people in the lowest part of the social scale cannot afford buying shoes. Therefore, an ambitious campaign will be held in order to collect all the shoes possible for Africa, with Samuel Eto’o as ambassador of the campaign.

The campaign “Shoes for Africa” aims to be similar to a movie, an emotion, a social phenomenon so as to have everyone depositing their shoes in the designated collection points.