Nuvision Heroes: Mark Moehring: Helping Kids One Pair of Boots at a Time

Nuvision has been standing behind our members and their communities for 90 years. We’re privileged to shine a light on those in our community whose stories show exactly what that kind of long-term support can look like

This month’s Nuvision Hero is Mark Moehring—a fourth-generation leader of the Washington Shoe Company and founder of the Wear a Big Smile Foundation. If you’ve ever seen a child at one of our Operation Clothesline events proudly lacing up a brand-new pair of rain boots, there’s a good chance Mark had something to do with it.

Building Something Bigger Than Business

Mark’s family has been making boots for over 130 years -- since 1891! What started as a Seattle factory outfitting workers headed to Alaska during the famed gold rush has grown into one of the largest rubber boot importers in the U.S.—manufacturing over a million pairs a year.

But in 2017, as the company celebrated its 125th year, Mark’s father decided it was time to start giving back in a bigger way. That’s when Wear a Big Smile was born.

What began as a small charitable effort has now grown into a full-scale foundation that donates 10,000 pairs of new boots each year to kids and families in need.

The Impact in Alaska

Mark’s connection to Nuvision came through a chance meeting with our own Matt Skaggs at a Kent School District event. That meeting turned into a partnership that has made a lasting impact in Anchorage.

At Operation Clothesline, a back-to-school event serving families across the city, Mark has personally helped deliver more than 2,000 pairs of new, high-quality rain boots. The first year, he donated 400 pairs. Then 1,200. This year—another 600.

More Than Just Footwear

The boots matter—especially in Alaska -- where wet socks can mean more than just discomfort. But for Mark, it’s also about dignity and confidence.

“Kids get teased for what they wear,” he said. “Hand-me-downs usually don’t fit. Sometimes they’re way too big, sometimes too small, sometimes they’ve got holes. But a brand-new pair of boots? That changes how a kid feels walking into school.”

It also makes a difference in how others see them. “We sell these same boots at stores like Fred Meyer. So when a kid gets a pair, it’s something their classmates recognize—not some generic handout.”

And it’s not just about the kids. Mark realized early on that many moms walking into shelters had never owned a real pair of rain boots either. Now, he brings enough for the whole family—because no parent should have to walk their child to the bus stop in flip-flops in the rain.

A Reminder of What’s Really Important: A Story That Changed Everything

There’s one moment Mark always comes back to when people ask why this work matters.

It was October, raining hard, and he was volunteering at a Kent elementary school, helping outfit kindergarteners with boots. As he looked around the room, something caught his eye—silver duct tape wrapped around a child's sandal.

“The upper had come completely off,” he said. “The teacher had done the only thing he could—wrapped the shoe in duct tape to hold it together.”

That same teacher had told him the student wasn’t allowed to go outside for recess because of his shoes. His socks were soaked. His other sandal didn’t even have a toe cap.

The Resource Center was already trying to scrape together money to buy him something. Mark gave the boy new boots on the spot.

“That story changed me,” he said. “I keep a roll of duct tape in my car to this day. Whenever I’m having a rough day, I see it and think, ‘You’ve never had to tape your shoes together.’ It puts everything in perspective.”

Giving Back in a Way That Lasts

Wear a Big Smile works with organizations like Make-A-Wish, Ronald McDonald House, Treehouse, Union Gospel Mission, and Compass Housing. Most of these families are in crisis—living in shelters, staying in cars, or navigating foster care.

But Mark has learned that no matter what someone’s going through, they still have preferences. “Early on, I brought a truckload of one style of black boots,” he said. “And some women said, ‘No thanks. I don’t like that color.’ It seemed odd at first—until I realized: when you have nothing, choosing something for yourself is a kind of power. So now I always bring options.”

And sometimes, giving back looks like joy. One of Mark’s favorite events is something his team created called “Make a Splash”—where kids get new boots and then jump into puddles in little backyard pools. “It’s fun, it’s loud, it’s pure happiness,” he said. “That’s what giving should feel like.”

What Giving Has Given Him

Since 2017, Mark has helped donate more than 80,000 pairs of boots. But ask him what he’s gotten in return, and his answer is simple: perspective.

“I look at things differently now,” he said. “I don’t just see someone experiencing homelessness—I see a human being who took a wrong turn at some intersection and lost everything. It could be any of us.”

He also sees the real heroes in the staff at shelters, schools, and resource centers. “I drop off the boots. But they’re the ones who stay, who show up every day and help rebuild lives. They’re the real heroes.”

Advice for Anyone Wanting to Help

If you’re a business owner or leader looking to give back, Mark’s advice is this: don’t overthink it. Just start.

“People want to help, but they don’t know how,” he said. “So they toss $20 in a kettle at Christmas and call it good. But the truth is, most nonprofits don’t need more money. They need hands. Show up. Bring your staff. Give them PTO to volunteer. You’ll get way more back than you give.”