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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Skechers Pier 2 Pier Friendship Walk

Entered in Pro Bono


The annual SKECHERS Pier to Pier Friendship Walk is an awe-inspiring event that brings together all walks of life for one common purpose; to support children with special needs and education. The walk is produced by SKECHERS USA and co-produced by The Friendship Foundation.

The Goals:

1. To raise over $1.2 million for the SKECHERS Foundation

2. To increase event participation

3. To encourage walk participants to participate in the selfie challenge by uploading a selfie photo at the walk to their Instagram, Facebook or Twitter account using the #P2PSteelSports hashtag.

Strategy and Execution

Fifty & Five was tasked with socializing the event experience both pre, during and post walk. By strengthening relationships with sponsors and engaging with digital influencers through Twitter and Facebook, Fifty & Five amplified social reach and engagement. Fifty & Five encouraged interaction and cross-promotion of content published to the SKECHERS social accounts. (Sponsors included: Nickelodeon, LA Kings, Steel Sports and Wells Fargo.)

To create day-of-event social buzz, Fifty & Five created and executed a selfie challenge with walk sponsor Steel Sports encouraging participants to take a selfie photo at the Walk and upload to their Instagram, Facebook or Twitter account with the #P2PSteelSports hashtag. For each photo posted, Steel Sports made an additional $5 donation towards the Walk's fundraising total. The challenge began at 8 AM on the morning of the Walk and participants had 24 hours to post their photos to receive a donation credit


The SKECHERS Foundation raised more than $1.4 million for children with special needs and education.

Over 12,000 walkers participated

608 selfies taken and posted via social using the #P2PSteelSports hashtag for an additional donation of $3040 by Steel Sports.


Video for Skechers Pier 2 Pier Friendship Walk

Entrant Company / Organization Name

Fifty & Five, Skechers USA


Entry Credits