As families across West Michigan gear up for another back-to-school season, one long-standing Grand Rapids nonprofit is ensuring students stride in with confidence.
In The Image’s annual SHOES Program is back, providing free, brand-new athletic shoes to elementary students in Kent County facing financial hardship. Now in its 29th year, the program continues to meet a growing need as inflation and rising costs make back-to-school shopping a strain on household budgets.
From August 13–15, the Grand Rapids-based organization will welcome more than 4,100 students to DeVos Place (303 Monroe Ave NW) for what’s more than just a shoe fitting — it’s a confidence boost, a community embrace, and for many, a rare moment of personalized care in the midst of financial difficulty.
Founded in 1996 as a grassroots initiative, the SHOES Program has since provided more than 100,000 children with properly fitting athletic shoes. What began as a modest distribution drive has grown into a thoughtfully coordinated event, tailored to meet not only physical needs but also emotional well-being.
“The SHOES Program is about more than providing new footwear; it’s about empowering children to thrive both in and out of the classroom,” said Ashley Lubbers, PhD, Executive Director of In The Image. “We’re excited to partner with our community once again to support local students as they head back to school.”
This year, in addition to receiving new shoes, families will also be connected with an expanded network of free back-to-school health resources. Offerings include vision screenings and connections to local wellness organizations — part of a growing effort to address students’ holistic needs beyond just what goes on their feet.
Unlike many giveaway-style events, SHOES is appointment-based, allowing each child the chance to enjoy a customized experience. With the support of volunteers and staff, kids are greeted with dignity and care — picking out their own pair of new shoes in a setting that fosters confidence and autonomy.
The program is open to students entering Kindergarten through 5th grade who qualify through financial hardship. Registration is required and still open at intheimage.org/shoes.
How to Help
Community members looking to support the program can do so in several ways:
Donate online at intheimage.org/shoes
Mail donations to: 4255 Kalamazoo Ave SE, Grand Rapids, MI 49508
Call 616-456-6150 to give by phone
Or sign up to volunteer for the event and be part of the hands-on work that helps kids start school on the right foot.
As the countdown to the first day of school begins for area students — some just three weeks away — In The Image’s SHOES Program is a reminder of what community support can look like in action: compassionate, practical, and deeply impactful.
