It's been happening for a while now, but it still grabs my attention every time.

I must admit I'm thoroughly amused by college basketball coaches in suits strolling along sidelines without shoes. It's a genius way to promote a cause because it looks weird -- and more important, it makes people ask questions and receive answers.

Question: Why are the coaches barefoot?

Answer: They're helping raise awareness of Samaritan's Feet, a Charlotte, N.C.-based nonprofit organization that distributes shoes to people around the world.

Last season, IUPUI men's coach Ron Hunter was the first Division I coach to go barefoot during a game. Since then, more than 300 coaches have pledged to become involved.

And the movement has spread beyond the realm of college sports. Earlier this month, Indiana Gov. Mitch Daniels held a news conference in his Statehouse office with his feet exposed, urging Indiana residents to donate to Samaritan's Feet.

Not long after Daniels became the first governor to go barefoot for the cause, University of Illinois-Chicago coach Jimmy Collins and Butler coach Brad Stevens kicked off their shoes -- and socks -- as their teams battled in a Horizon League game at the UIC Pavilion in Chicago.

"The coaches that I've come across ... it's one of the most giving groups of people you've ever been around," Stevens said following Butler's victory over UIC. "They care about people. They're talking about team all the time. That's what kind of our livelihood is, and the chance to serve somebody else is certainly meaningful."

When I heard Stevens utter those words in a postgame news conference, I decided I wanted to donate to Samaritan's Feet. I have some shoes that I don't really use much, and they're in good condition. I thought it made perfect sense.

That was until I visited www.samaritansfeet.org, and discovered the organization accepts only new shoes. According to the Web site, the policy is in place because of "international regulations and health guidelines." I was surprised just because I had a preconceived notion that Samaritan's Feet was seeking shoes of any kind.

But I realize it's still a wonderful organization working toward an important goal: to reach 10 million children with 10 million pairs of shoes in 10 years.

And it also has brilliant ways of spreading its message of giving.

"Whatever it is that we can do to raise awareness on a small platform is worth it," Stevens said. "If one more person gives shoes because we went barefoot, great. I mean that's the point of it."

I wasn't able to give my used shoes, but Samaritan's Feet accepts cash donations and Stevens inspired me to take part. I also became involved by typing these words without wearing -- you guessed it -- shoes.

This column solely represents the writer's opinion. Reach him at nate.ulrich@nwitimes.com.