TOMS brings its Heritage Canvas Alpargata into spring with a Masters week green moment

TOMS is spotlighting its green Heritage Canvas Alpargata this spring, tying it to Masters week at Augusta National. The brand is leaning on the tournament’s iconic green jacket as a cultural reference point. The activation is not a formal partnership with the Masters. However, it is a seasonal moment built around one of TOMS’ most enduring silhouettes.

The Alpargata

The Alpargata is the shoe that launched TOMS in 2006. It remains the brand’s signature silhouette nearly two decades on. The Heritage Canvas construction uses a lightweight canvas upper with a recycled cotton lining and an OrthoLite foam insole for all-day comfort. The green colorway is part of TOMS’ permanent range, not a limited drop. This makes it available year round at $44 through toms.com.

Spring collection positioning

TOMS has leaned into the ballet flat and espadrille trend that has carried through from 2024 into 2026. The Alpargata is positioned as its core seasonal driver across spring and summer. The brand’s spring range centers on clean, low profile canvas silhouettes in seasonal colorways, greens, naturals, and pastels. These styles are aimed at a consumer looking for a lightweight, everyday shoe at an accessible price point. At $44, the Alpargata sits well below the current average for lifestyle footwear. TOMS has consistently held this value as a point of difference.

The Masters hook

TOMS is not an official Masters partner. The April 8 announcement, timed to the eve of Augusta’s opening round, is a zero licensing cultural play that uses one of sport’s most recognizable symbols to drive organic reach. Brands activating around major sporting calendars without rights deals have become a standard low cost tactic, and for a brand like TOMS operating on lean marketing budgets, it is an efficient way to keep a permanent product in the seasonal conversation.