ShopGoodwill.com names Miss USA 2026 Justus Kelley as brand ambassador

ShopGoodwill.com has tapped Miss USA 2026 Justus Kelley as an official brand ambassador, tying secondhand fashion to Goodwill’s workforce and community mission. The partnership will put Kelley in ShopGoodwill.com-sourced looks on the Miss Universe stage in Puerto Rico this November.

Why it matters: - The partnership links fashion, sustainability and Goodwill’s social impact message to a national audience. - Kelley’s Miss USA and Miss Universe platform gives ShopGoodwill.com a visible way to promote secondhand shopping and the nonprofit work funded by sales. - The collaboration is designed to show that donated goods can create both style moments and community opportunity.

What happened: - ShopGoodwill.com named Miss USA 2026 Justus Kelley an official brand ambassador. - The announcement was made Nov. 2, 2026, in Santa Ana, California. - Kelley will promote secondhand shopping and sustainable fashion during her year as Miss USA. - Kelley will wear gowns and fashion sourced through ShopGoodwill.com, including custom upcycled designs created with designer Evan Hirsch. - The partnership will extend to the Miss Universe competition in Puerto Rico this November, where Kelley will represent the United States.

The details: - ShopGoodwill.com is the online marketplace for more than 135 Goodwill organizations in the United States and Canada. - The platform turns donated goods into revenue that supports local Goodwill programs. - On average, 85 cents of every dollar spent on ShopGoodwill.com goes back to local Goodwill organizations and community programs. - Those funds support job placement, vocational training, education and other resources aimed at helping people overcome barriers to employment. - Kelley’s connection to Goodwill predates her Miss USA title, and she has worn multiple Goodwill-sourced gowns and pieces during her pageant journey. - Kelley is a licensed foster parent and created Foster Footprints to support foster youth and their families. - Evan Hirsch is ShopGoodwill.com’s resident secondhand fashion expert and brand ambassador. - Hirsch will reimagine gowns and materials from ShopGoodwill.com for Kelley ahead of select appearances, including major moments before and during Miss Universe. - ShopGoodwill.com says more than $3.4 billion in revenue has been generated on the platform since its launch in 1999.

Between the lines: - The deal is as much about narrative as it is about retail. - ShopGoodwill.com is using a high-visibility pageant figure to reframe thrift as aspirational, not just practical. - Kelley’s work with foster youth gives the partnership a service-oriented angle that fits Goodwill’s broader mission. - The collaboration also lets ShopGoodwill.com push secondhand fashion into a global stage that is usually associated with glamour and newness.

What's next: - Kelley will appear in ShopGoodwill.com looks throughout her Miss USA reign. - The partnership will build toward Miss Universe in Puerto Rico this November. - ShopGoodwill.com and Hirsch will continue creating custom secondhand-to-couture pieces for Kelley’s appearances. - The company will use Kelley’s platform to reach new audiences with its message around style, sustainability and opportunity.

The bottom line: - ShopGoodwill.com is betting that a secondhand fashion story can travel farther — and mean more — when it is worn on one of the world’s biggest stages.