Project Love Sneaker: How Runners in Singapore Can Give Their Old Shoes a Second Life
- SportPlus Feature
- 6 hours ago
- 5 min read
Now in its latest edition for April 2026, the Project Love Sneaker campaign continues its mission to reduce waste while giving footwear a meaningful second life.
For runners, every pair of shoes carries miles of memories — early morning training runs, race-day breakthroughs, and personal bests. But when a pair has reached the end of its run with one athlete, it doesn’t have to mean the end of its journey.
That’s the philosophy behind Project Love Sneaker, a long-running sustainability initiative by Running Lab that encourages the running community in Singapore to donate gently worn shoes so they can be reused by those who need them.
“Every Step Carries a Story”
At the heart of the campaign is a simple idea: running shoes still have value long after their first owner stops using them.
“Every step carries a story. Every pair gives a second chance,” the campaign message reads.
According to Wendy Si, Marketing Manager at Outdoor Venture Pte Ltd, the phrase captures the emotional connection runners have with their gear.
“That line came from the idea that while a pair of shoes may have completed its journey with one person, it can still play a meaningful role in someone else’s,” she explains. “It captures both the emotional value of the shoes and the purpose behind the campaign, which is about extending that journey rather than ending it.”
From Donation to Impact
A key part of Project Love Sneaker’s impact comes from partnerships with organisations that specialise in collecting and redistributing donated goods.
This year, The Salvation Army plays a key role in ensuring donated footwear reaches communities that need them.
“We chose The Salvation Army because of their local presence and their ability to manage distribution effectively,” says Wendy.
“That level of trust and operational capability is important for a campaign like this.”
Beyond local distribution, the initiative has also worked with partners such as Soles4Souls to extend the reach of donated shoes globally.
“We work with partners like Soles4Souls or The Salvation Army, who have the infrastructure and experience to sort, distribute, or redirect the shoes appropriately,” she says.
“This ensures the shoes don’t just get collected, but actually reach communities where they are needed.”
More Than Just a Shoe Donation Drive
While some might question whether voucher-based campaigns encourage consumption, the goal of Project Love Sneaker is actually the opposite — to make it easier for people to responsibly part with items they no longer use.
“The intention isn’t to encourage unnecessary consumption, but to create a stronger reason for people to take action,” Wendy explains.
“Many people hold onto old shoes simply because there isn’t a clear or convenient way to pass them on. The voucher acts as a nudge which helps people let go of items they are no longer using, while ensuring those shoes are redirected to someone who needs them.”
At the same time, the campaign keeps engagement within Singapore’s running ecosystem.
“It keeps engagement within the running community, which is important for us as a retailer.”
Building a Circular Lifecycle for Running Shoes
One of the biggest challenges in sports sustainability is what happens to used gear.
Running shoes, in particular, are often thrown away once they are no longer suitable for training.
“Most people don’t know what to do with their used shoes,” Wendy says. “They end up sitting at home or being thrown away.”
Project Love Sneaker aims to close that gap by creating a circular pathway for footwear — from runner to redistribution partner, and eventually to someone who can continue using the pair.
The initiative also reflects broader trends within the sports industry.
“We are already seeing some brands explore more sustainable materials and modular designs,” she adds, hinting at a future where footwear may be created with second-life use in mind.
Powered by the Running Community
While Running Lab provides the platform, the initiative is ultimately driven by the running community itself.
Partners, run clubs, and even shopping mall operators play a role in amplifying the campaign.
“Our landlords also play a key role by giving us visibility to reach more people at our store locations through their marketing channels,” Wendy says.
“At the same time, our run clubs help amplify the message within the running community. They are often the ones who believe in the cause and encourage participation.”
Ultimately, word of mouth among runners is what helps the campaign grow.
“When people start sharing the initiative within their own circles, it creates a more organic form of awareness, which is what helps the campaign grow meaningfully over time.”
A Campaign That Has Lasted Over 16 Years
Project Love Sneaker has been running for more than 16 years, evolving from a simple collection initiative into a recognised community movement.
“We have seen stronger community involvement, with customers, run clubs, and partners playing a more active role,” says Wendy.
“It’s no longer just a campaign, but something that the community recognises and looks forward to each year.”
While the number of donated pairs remains an important metric, success is measured in broader ways.
“Volume is one measure, but success goes beyond that,” she explains.
“We look at how many people participate, how aware customers are of more responsible ways to manage their used gear, and whether we’re building a habit over time.”
A Simple Way to Make an Impact
At its core, Project Love Sneaker hopes to make donation a natural part of a runner’s journey.
“We track metrics like the number of pairs collected,” Wendy says, “but the bigger ambition is to grow consistent participation year on year and build stronger awareness around responsible disposal.”
“If we can reach a point where runners automatically think about donating their shoes when they’re done with them, that’s a meaningful shift.”
For runners across Singapore, it’s a small action that can create a ripple effect — turning old mileage into new opportunities for someone else.
Because in the end, every step carries a story — and every pair deserves a second chance.
What Is Project Love Sneaker?
Project Love Sneaker is a community initiative that allows runners and everyday consumers to donate gently used running shoes instead of discarding them.
From 1 to 30 April 2026, participants can drop off their used footwear at selected Running Lab stores across Singapore:
Each pair donated will be checked to ensure it remains in good, wearable condition before being redistributed through charitable partners.
As an added incentive, donors will also receive a $50 shoe voucher for every pair contributed.
“Project Love Sneaker gives consumers a simple way to pass on their gently worn shoes to someone who needs them,” says Wendy from Running Lab.
“Our retail team will do a quick check to ensure the shoes are still in good, wearable condition. For every used pair donated, consumers will receive a $50 shoe voucher.” #ProjectLoveSneaker #RunningLabSG
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