Creatives called on to bare their soles

(Port Elizabeth) – Creatives have until this Friday to bare their sole in a unique Heritage Month campaign.

GOOD NEWS: Baywest Mall has teamed up with its Superga concept store to create a custom-designed sneaker, valued at R1 250, for one lucky shopper. Shown here are some of the South African-inspired sneakers available at Superga during Heritage Month. Photo: Supplied


Baywest Mall has paired up with international sneaker brand Superga to create a one-of-a-kind, South African-inspired shoe for one lucky creative in celebration of Heritage Month.

The campaign calls on creatives to submit their own hand or computer-drawn heritage-inspired designs via the mall’s Facebook or Instagram pages. The winning design will be transformed into a personalised Superga 2750 Classic shoe, valued at R1 250, by Johannesburg-based graffiti artist Gent Sibuyi.


Mall marketing manager Christopher Hutchings said his team had been inspired to create this competition by the eye-catching range of African and national flag prints already available at the Superga Baywest concept store – the only one in the Eastern Cape.

“We wanted to do something really special to mark this important day on our national calendar by celebrating our South African ‘sole’,” said Hutchings.

“Although Superga is Italian in origin, the brand has successfully adapted to South African culture and embraced our authentic street style.”

He said the promotion was also developed in response to a growing local demand for one-of-a-kind, personalised products – in line with international retail trends.

According to Superga South Africa marketing manager Katy Ward, concept stores like Baywest allowed the brand to showcase the latest ranges each season and provide a personalised shopping experience.

“As far as Heritage Month is concerned, we have many relevant South African-based styles but two that really stand out are the iconic South African flag and the ‘Prince of Prints’ CHULAAP range that includes the monochromatic afro-pop and Ndebele designs.”

To enter, Hutchings said shoppers could download a blank shoe template from the Baywest Mall Facebook page or fetch a printed copy from Superga Baywest. They can then either post a photo of their completed design to the mall’s Facebook page or on their personal Instagram account, using the hashtag #BaywestSole, or hand it in at the store. The competition closes on September 30.

For more information, find Baywest Mall on Facebook.