Duncan received a life-changing diagnosis. Stage four breast cancer—or as she referred to it, “treatable, non-curable cancer”. The news was shocking. At the time, she was well into her newest professional venture as Brand Leader & Marketing Director here at OOFOS. Regardless of how devastating the news was, her reaction was not to cry, but to live. To endure.

In honor of Duncan, we launched Project Pink as a way to give back and support the work of the Dana Farber Cancer Institute by donating a portion of US online sales to Dana-Farber Cancer Institute and the Jimmy Fund for breast cancer research. We’ve additionally committed to annual campaigns such as our Project Pink-specific styles that we will donate 100% of profits from every October to the cause.

The Massachusetts-based bike-a-thon, which raises money for the Dana-Farber Cancer Institute, was another one of the ways OOFOS sought to support Duncan following her diagnosis. One of our founders, Lou, and Duncan rode the Pan-Mass together for the first time the summer of 2015 and it’s become an OOFOS running (or riding) tradition.

In the fall of 2017, OOFOS was able to make our first Project Pink check donation to Dana-Farber Cancer Institute in honor of Duncan. While this was a tremendous milestone for our team, we knew that we were just getting started!

We lost our beloved friend on May 26, 2019 after a four-year battle with breast cancer. Her legacy lives on in each and every one of us here at OOFOS with our mission to make everyone feel better. We continue to work with our partners at the Dana-Farber Cancer Institute to support new medical breakthroughs. And we won't stop until we find a cure.

OOFOS began Project Pink as a dedicated effort to make breast cancer awareness a year-round focus. Our $1M donation mark reinforced our commitment to Dana-Farber Cancer Institute and the Jimmy Fund and our goal to help eradicate breast cancer in honor of Duncan.

OOFOS officially announced our partnership with The Royal Marsden Cancer Charity, a fundraising movement focused on building a better future for cancer patients. In addition to our 2% donation commitment, we have also gifted OOFOS products to The Royal Marsden's hospital staff in appreciation for their work.

This year, seven OOFOS team members made up team Project Pink, riding with Team Duncan, and together raising over $600k in additional funds for patient care and cancer research. We are also proud to announce we are the Official Recovery Footwear of the Pan-Mass Challenge.

OOFOS becomes the official recovery shoe of a leading cancer centre in Canada, the 2nd international initiative for Project Pink.

Former NFL player and OOcrew member Alex Smith, joined Team OOFOS in the 200+ mile trek across Massachusetts for the Pan-Mass Challenge, contributing to an impressive over $800k fundraising total.

This January we celebrated 10 years going strong for Project Pink - donating over $5 million globally to organisations. Our original mission continues to drive us: stand with those affected by breast cancer, and take action to fund patient care and cancer research around the world

From 1 June 2026, OOFOS NZ will donate 1% of net sales through oofos.co.nz to cancer-focused charities. We're proud to support the Cancer Rehabilitation Foundation (PINC & STEEL), which provides specialised cancer-recovery physiotherapy to people across New Zealand living with all types of cancer. The Foundation also trains, mentors and supports oncology physiotherapists, helping them up-skill and grow their careers so they can better care for the patients who need them.