Sneaker collection in global ad

2014-09-29 00:00

THE colourful collection of sneakers belonging to a woman from Alberton will appear in a global advertisement campaign.

Liézel Els (32), a freelance photographer, could not believe it when she received a call from the Converse head office in the United States about a week ago to ask her if she was willing to take part in their new marketing campaign.

It all started when Els realised in April she owned 31 pairs of Converse sneakers.

“I decided to post a pair on social media each day from May 1.”

She tagged the photos she posted with the Converse logo in the hope the company would notice. They did, making contact on May 5 to ask for her address. “They then sent me three pairs and a watch. So, I was obviously on their radar,” Els said.

Last week they asked her to complete a questionnaire and write a piece on her favourite pair of sneakers. The pair is dark blue with white stars and was bought from a tiny store in Alberton by a friend with the same predilection.

“We are always looking for these shoes and when we see a nice pair, we buy one for ourselves and for each other.”

Since April, this “looking out” saw her collection grow to 41 pairs.

Her favourite pair will next be couriered to New York to become part of the campaign with her story.

Els said she is sure the sneakers will find their way back to her. She said these “star-stuck” sneakers had carried her to several news stories and saw how children’s dreams came true in the Reach for a Dream project.

“I remember I got my first pair in 2001. I was a first year [student] at university. It was a brown pair and I liked the name and the shoes back then.”

Els’ collection now spans all the colours in the rainbow, and even the superheroes Superman and Batman.

“I am now looking out for a Lego pair — but I don’t even know if you get those!”

She said if need be, she would add extra cupboards, but stop looking for these colourful sneakers? Never.

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