THE Athlete's Foot is donating more than 100 pairs of new shoes to the 3BA Christmas in July Appeal.
Owner Paul Tudorovic also urged other Ballarat businesses to support charities in tough economic times.
"Our pledge is to make this an annual event in both Ballarat and Horsham," Mr Tudorovic said.
"We want to make a difference to the communities in which we operate."
3BA Christmas in July Appeal director Peter Caligari also asked other businesses to follow The Athlete's Foot initiative.
"At a time when the number of families now being left with no alternative but to seek relief and assistance from our welfare agencies and charities is escalating at an alarming rate, the wonderfully generous donation of a large quantity of top quality shoes and other footwear will be of huge benefit," Mr Caligari said.
"Our major welfare agencies and charities, UnitingCare, the Salvation Army, Anglicare and the St Vincent de Paul Society, are deeply concerned that the number of families requiring assistance will continue to increase in the coming months.
"The number of families being supported by these agencies is already at a record high level and increasing each day."