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Trailblazing L.A. Shoe Brand Tieks Models How Companies Can Support Israel Following Hamas Attacks

The Tieks for Israel campaign was launched with a strong message of support for Israel, declaring #NeverAgainIsNow.
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October 12, 2023

Following Hamas’ attack on Israel last week, a  Los Angeles-based shoe brand, Tieks, has found a unique way to raise funds for overwhelmed hospitals in Israel – and send a clear message to the corporate world on how to provide support.

The company, which is known for making ballet flats with unique designs and colorways and has a very loyal online fan base of millions –launched on October 10th a week-long virtual fundraiser, titled “Tieks for Israel,” in which several of its most exclusive flats will be raffled to collect money for Israeli hospitals. Tieks confirmed that 100% of the proceeds will go to Israel.

The Tieks for Israel campaign was launched with a strong message of support for Israel, declaring #NeverAgainIsNow.

Within the first day of going live, Tieks for Israel has already seen heartwarming success – it has raised more than $80,000, a Tieks representative said.

The Tieks for Israel fundraiser features nine of the brands’ most unique and collectible flats, some of which are limited-edition or the first of their kind. These include the Magick, Midnight Blue, Sapphire Croc, Tiek Blue Classic, Black Ostrich, Tyrian, Seafield Check, Arabian Night, and Desert Croc styles. Such styles are either past styles, limited editions, or brand new and often sell out within hours.

The fundraiser will run through Monday, Oct. 16 at 6 p.m. PDT., and all proceeds will be donated to hospitals in Israel.

For Tieks founder and CEO Kfir Gavrieli, the fundraiser is deeply personal.

“As a proud Jew and Israeli, the recent attacks by Hamas hit close to home,” said Kfir Gavrieli, CEO and founder of Tieks.

Gavrieli credited Tieks’ loyal fanbase for standing with Israel in the wake of Hamas’ deadly attacks, which have killed more than 1,200 civilians, as of Oct. 10.

“I am honored to see the Tieks community stepping up and showing solidarity with Israel in such a meaningful way,” said Gavrieli. “Through the proceeds, we will be able to help support the overwhelmed Israeli hospitals and healthcare workers treating the victims of Hamas’ barbaric attacks targeting innocent men, women, and children. When we launched this campaign there were no other companies stepping up to support the Israeli terror victims. I hope that other brands will follow suit and show their support for Israelis, who are mourning after this horrific mass murder– the darkest day in Jewish history since the Holocaust.”

This is not the first time Tieks has sought to unite its customer base to help the victims of conflict abroad. Last April, Tieks organized a similar virtual event that auctioned off exclusive Tieks styles to raise funds for Ukrainian refugees following Russia’s invasion. The auction, named #TieksForUkraine, raised nearly $90,000 to support World Central Kitchen’s work to help war-affected Ukrainians. As a result, World Central Kitchen, an NGO founded by Chef José Andrés, was able to provide tens of thousands of meals to individuals in Ukraine and all eight border crossings from the country, including Poland and Hungary.

To participate in the Tieks for Israel fundraiser, visit this link.

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