Van Heusen is giving rather than getting this holiday season.

The brand today will kick off a partnership with the non-profit organization Career Gear where it will donate a shirt to the charity every time a consumer uses the hashtag #GiveAShirt on Facebook, Twitter or Instagram. The campaign will run through Jan. 4, and Van Heusen has committed to donate up to 10,000 dress shirts to the cause.

Career Gear provides clothes and training to help low-income men enter the workforce. Van Heusen is “dedicated to helping men across the country look and feel their best, and we are excited for a new chance to provide thousands of men with a head start on their career goals through our partnership with Career Gear,” said Mike Kelly, executive vice president of heritage brands marketing for PVH, Van Heusen’s parent company. “With this socially focused campaign, we have an opportunity to rally our consumers and make a difference in people’s lives.”

Van Heusen spokesmen and former football players Steve Young and Jerry Rice will be joined by former New York Giants running back David Wilson to help launch the campaign through social media activations.

Consumers who participate in the initiative will be automatically entered to win daily prizes as well as a grand prize that includes a trip for two to New York to see a professional football game, a $500 Van Heusen gift card and autographed merchandise from Young and Rice.

As part of the campaign launch, Van Heusen will be the presenting sponsor at the Giants game against the Indianapolis Colts at MetLife Stadium tonight where Wilson will greet fans and sign autographs prior to the game.

The campaign will be advertised in GQ, Men’s Health, ESPN the Magazine, Details, Wired, Men’s Fitness and Esquire as well as digitally and online. A commercial will also run on Taxi TV in major U.S. markets including New York, Dallas, Washington, D.C., Miami, Boston and Chicago beginning today.

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