Nordstrom is kicking off its 16th annual partnership with Shoes That Fit, a 501(c)3 non-profit that gives children in need new athletic shoes to attend school.

This year, the Seattle-based retailer has set a goal of raising $1.7 million between now through Oct. 3 at Nordstrom and Nordstrom Rack stores to give 50,000 kids a pair of new athletic shoes. Another campaign will run from Nov. 11 through Jan. 3, 2027, at Nordstrom stores only.

Nordstrom said it will be hosting 20 shoe delivery events across 17 markets, including Atlanta, Boston, Charlotte, Chicago, Dallas, Denver, Houston, Los Angeles, Miami, Minneapolis, Nashville, New York City, Santa Ana, Phoenix, Portland, Seattle, and Washington, D.C., with Nordstrom employees volunteering on-site to help kids find the right fit and add flair to their new sneakers at a customization station.

Tacey Powers, executive vice president and general merchandise manager of shoes, kids, accessories and home at Nordstrom, said in a statement that as the company is doubling down on serving its customers this year as it celebrates its 125th anniversary.

“Watching a child try on a new pair and discover a new sense of confidence is a powerful reminder that the right fit can change how someone sees themselves — and that’s a tradition we’re proud to carry forward,” Powers said.

To take the fundraising opportunity up a notch, Nordstrom is bringing back the Nordy — a beloved cartoon-like character that originated as a plush doll in its children’s shoes department, reimagined as a keepsake pin for the company’s 125th anniversary.

The company noted that customers who would like to participate in the giving campaign will be able to purchase a Shoes That Fit Nordy pin for $10 at any Nordstrom or Nordstrom Rack location. Every dollar from every pin goes directly toward a new pair of shoes for a child in need.

Other ways consumers can participate in the campaign include adding a $1, $5, $15 or $25 donation at checkout on Nordstrom.com or NordstromRack.com, or making an online, tax-deductible donation at Shoesthatfit.org/Nordstrom.

Amy Fass, executive director of Shoes That Fit, added that one in seven children in the United States lives in a low-income family, and shoes are one of the most expensive items for families to provide.

“Teachers tell us that the basic gift of a pair of good shoes has an enormous impact on a child’s confidence, attendance, and physical activity,” Fass said. “We are so thankful to Nordstrom for their continued support by investing in the future of children across the United States.”

Thanks to customers who have shown up year after year, Nordstrom has helped raise more than $10 million for kids in need. Since 2010, Nordstrom said it has donated over 480,000 pairs.