The Fashion Footwear Charitable Foundation’s five-day Shoes for a Cure fundraiser for breast cancer research is underway at Manhattan’s Chelsea Market through Oct. 26. Now in its 31st year, the sale that started under a tent in Central Park has grown into an industry juggernaut, helping FFCF to raise $65 million for research. This year’s event features 10,000 pairs of steeply discounted shoes along donated by 50 brands, with more than 400 volunteers pitching in to support the cause.
“We want to raise as much money as possible to find a cure,” says Sandi Mines, president and chair of FFCF, president of FFANY, and VP of corporate engagement for FDRA. “We’ve partnered with all the greatest shoe brands to curate a collection of amazing footwear for our shoppers at Chelsea Market. We’re confident we’ll be able to raise a lot of money in support of our partner, [leading surgical breast oncologist] Dr. Lisa Newman.”
This year’s Manhattan fundraiser comes on the heels of a successful Miami sister event, introduced in 2024. Shoes for a Cure Miami 2025 spanned four days and raised funds to benefit The Braman Family Institute at Sylvester Cancer Center.
“Miami was a resounding success,” Mines reports. “Just in year two, we deepened our relationships with top brands and expanded our reach to top clients in the city. Over 20 luxury brands participated, including presenting sponsors Valentino, Ferragamo, and Tom Ford. Our opening night gala had full attendance, selling out more than 85 percent of auction items featuring exclusive experiences from brands like Fendi, Rosewood, and Bottega Veneta.
“We more than tripled our earned media value from last year through organic social engagement and a more robust marketing strategy,” she adds. “Overall, we proved out our model: connecting the best brands with the best clients who want to shop with purpose.”
Inspired by that success, FFCF may expand to additional locations.
“We think that Miami is a blueprint for exploring other cities across the country as we look ahead,” says Mines. “We have a lot of momentum right now and will continue to explore any and all opportunities to support the fight against breast cancer.”
Shoes for a Cure’s silent auction continues through Oct. 31. To find out more or to make a donation to benefit breast cancer research, go to shoesforacure.org.
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