Subaru and Operation Warm expand support for children in urgent need as homelessness rises

Subaru of America, Inc. (SOA), today announced its third consecutive year partnering with Operation Warm through the Subaru Loves to Help initiative to support children in urgent need. This season, Subaru and its retailers will provide brand-new coats, shoes, and socks to more than 140,000 children nationwide. Since the start of the partnership, Subaru and Operation Warm have supported more than 430,000 children through gifting events at shelters, support agencies, and community organizations across the country.

The number of children experiencing homelessness continues to rise at a faster rate than any other age group, increasing demand for essential resources and support. As Operation Warm’s largest automotive supporter, Subaru recognizes that items like warm coats, socks, and well-fitting shoes provide not only comfort, but confidence and emotional well-being for children. This season, over 620 Subaru retailers will host gifting events nationwide, where children can personally select their own items in refreshed, on-trend styles and colors.

Alan Bethke, Senior Vice President of Marketing, Subaru of America, Inc.: “We’ve seen firsthand how a new coat or pair of shoes and socks can transform and enhance a child’s confidence. As we begin our third year of collaboration with Operation Warm, we’re honored to continue working alongside our retailers to support families and communities who need it most, helping to ensure that every child feels ready to take on the day ahead and succeed.”

By the end of this year’s distribution, through this partnership and other historical Subaru Loves to Help efforts, Subaru and its retailers will have supported over 1 million children and adults in urgent need nationwide. Upholding Operation Warm’s mission to deliver “More Than a Coat,” Subaru and its retailers strive to provide not just new essentials, but the confidence and hope that come with them.

Grace Sica, Executive Director of Operation Warm: “For a child, a warm coat or pair of comfortable shoes and socks is more than clothing – it’s confidence, emotional well-being, and the ability to show up fully inside and outside of the classroom. For families navigating homelessness or urgent need, these items matter profoundly. Subaru’s continued partnership allows us to expand our reach year after year, and we’re thankful for their sustained commitment to showing up for children who need it most.”

To learn more about Operation Warm, visit www.operationwarm.org/.