Throughout the month of October, Mia Shoes will donate 15 percent of select wholesale and retail sales to fund clinical trials at Sylvester Comprehensive Cancer Center at the University of Miami Health System. The quilted Mia Ballerina, a quilted lined flat offered in neutral and fashion colors and prints, has been selected to drive the campaign.
Mia’s cause-related marketing initiative will support a clinical trial studying new therapies in Triple Negative Breast Cancer (TNBC), the most aggressive of its kind. The trial is being led by Dr. Marc Lippman, a world-renowned breast cancer researcher.
“The continued support of our loyal customers in our efforts to make a difference in the battle to treat and abolish breast cancer is vital,” said Richard Strauss, Mia founder and chief executive officer. “Sylvester Comprehensive Cancer Center is among the top research centers around the country working to put an end to this terrible disease,” he continued.
Mia will participate in the 22nd annual “FFaNY Shoes on Sale” event by QVC and the Fashion Footwear Charitable Foundation on Oct. 22. The company will be a Shoe of the Day Donor by donating 480 pairs of the limited edition Mia Amanda shoe that features the breast cancer awareness pink ribbon. Eighty percent of the proceeds from the QVC sale will benefit the Fashion Footwear Charitable Foundation.