Yeah, it's cheap and affordable!
No, it doesn't really matter the brand. I just used a regular brown eyeshadow that I've had for almost a year and I think it's past it's expiring date already. If you have anything that is close to expiring you can use that too, so it's not so much of a waste.
I think you can use chalk pastels. Just smash it up to get all that powder so you can use a brush to apply it on. I do suggest however, to spray the shoe with Fixative Spray once you're done so the powder stays on and it doesn't come off. I did this so if it ever rains or I step on water, the eyeshadow won't come off.
Hope this helped.