TOMS, the original purveyor of the “one for one” business model, is celebrating its 10th birthday by giving back.

The California-based company has pledged to donate up to 100,000 pairs of shoes to children in need through a new Instagram campaign taking place on May 10.

On this day, TOMS will donate one pair of shoes to a child in need for every photo of bare feet posted on Instagram with the hashtag #withoutshoes—no purchase necessary. The company hopes to gift 10,000 pairs of new shoes to children in 10 countries.

In recognition of the occasion, TOMS has also crafted a limited-edition grey chambray 10-year anniversary women’s shoe ($65), now available online. Throughout the year, the company also posts a “thank you” on its Instagram every Thursday as part of #ThankfulThursday.