Metro Brands’ highlights sustainability commitment with new campaign to promote footwear recycling
13 February 2025, Mumbai
Highlighting the company’s commitment to sustainability, leading Indian footwear retailer, Metro Brands has launched a new campaign to promote footwear recycling. Themed, ‘Your shoes won't last forever, but neither will the world we walk on if we don't care,’ aims to raise awareness about the environmental impact of discarded shoes and encourage responsible disposal.
The campaign highlights the growing problem of footwear waste, with millions of shoes ending up in landfills and oceans annually. Through this campaign, Metro Brands emphasizes on the importance of individual and collective action to combat this issue. Nissan Joseph, CEO , states, sustainability is a core value for Metro Brands, and the company's ‘1 Shoe Processed for 1 Shoe Sold’ goal for FY 24-25 demonstrates their commitment to meaningful change. The initiative encourages customers to join the movement towards a greener future.
The campaign’s narrative revolves around a young boy named Kiaan, whose well-loved shoes, after accompanying him on numerous adventures, are recycled through Metro Brands' program. Illustrating the positive impact of simple acts of recycling on the environment, the campaign inspires customers to increase the lifecycle of their footwear and adopt sustainable practices.
Aiming to create a culture of sustainability, Metro Brands urges consumers to reconsider their relationship with products. Through this campaign, the company demonstrates how profitability and environmental responsibility can go hand in hand. It emphasizes on Metro Brands’ dedication to balancing business objectives with environmental stewardship.
In future, Metro Brands plans to expand the reach and impact of its old, discarded footwear (ODF) program. This proactive approach reinforces the company’s position as a sustainability leader, proving that businesses can drive environmental change while achieving growth and success.
