Discussing
What if your feet aren’t ready for their Toms close-up?

Craig Mattson

Craig Mattson
May 12, 2015

With social-media campaigns like One Day Without Shoes, does the for-profit business of Toms shoes expand by excluding?

Ann Zacek
May 14, 2015

Craig, I found your article enlightening and thought provoking. Although I do wonder if you may have ended a bit off track? If we are to be the feet of Jesus we need to be focused on where our feet are going with these photos. After all, it's a small sacrifice for me to be a bit uncomfortable with my own aged, work weary feet being seen by so many when I weigh the good of helping even one child obtain a much needed pair of shoes. So while I am willing to sacrifice with a bit of discomfort, at the same time I am hoping that anyone seeing my photo will sacrifice that bit of discomfort for the greater good as well.

I would greatly encourage you to tweet your photo and say a prayer for the needy child who will receive a pair of shoes. If you do, I believe that Jesus, seeing your feet sacrificially doing his His work, will think they are beautiful. Aren't these the things that truly matter?

Craig Mattson
May 14, 2015

In Reply to Ann Zacek (comment #27139)
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Almost I'm persuaded to snap my feet, Ann! Thanks for your kindly encouragement. And I love the feet-of-Jesus imagery. I guess, though, that we're looking at this from different angles. You're right that taking a picture of your feet is a small sacrifice. Very small, and probably not that meaningful: St. Paul, again: I'm no worse off for feet-tweeting, and no better off if I do. But I'm mostly concerned with the soft-exclusivism of the TOMS campaign: the products are expensive, focused on 20-somethings, tending towards the chic, the hipster, the middle-to-upper-middle class North American. This feet-tweet project is emblematic of that rather narrow focus. I'm not resentful for not being in their target audience. In fact, I congratulate TOMS on doing so much with the cool people. I can't help looking forward to social entrepreneurship that doesn't make coolness quite so much the condition for participation.

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