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From supermodels, to funky styles, there’s no denying that footwear is providing some sexy stuff
Footwear is hot stuff. Everyone talks about it and it has kept armies of sneaker freaks in seventh heaven for years. Sometimes their love affair with the product has been down to function, but in reality it’s the fashion factor that counts and having the latest style or a retro classic is what drives the emotion behind this product sector.
To some, there may have been a question about Hi-Tec’s newest footwear ambassador, Jodie Kidd, perceiving the credibility of a renowned supermodel to be simply another signature collaboration. Far from it. For Kidd, is a very credible sportswoman too. Away from the catwalk she has fused the worlds of designer fashion and glamorous sports and she takes both very seriously indeed. What makes her different to those seen simply posing in the latest kit for a media photoshoot is Kidd’s strong competitive streak. When she plays sport, she plays to win and generally, she excels at it at the highest level, whether it is polo, golf, or motor racing. “If it’s a choice of shall I go to a spa or go and play golf? No contest.”
This is a girl who has grown up in the world of male dominated sports, despite her absolute femininity and love of girly things. In fact, the globetrotting lifestyle associated with her modelling assignments has enabled her to feed her real passion, the golf course and Kidd has played on some of the world’s finest, with some of the world’s greatest. Her 16 handicap perhaps doesn’t do justice to her natural golfing talent, as seen at the 2004 Dunhill Links Championship when, partnering Colin Montgomerie, she chipped in from 80 yards on the famous St Andrews road hole.
Last year Kidd was seen participating in the celebrity “All Star Cup” and it was then that the relationship with Hi-Tec developed. All women know the importance of having the right shoes and Kidd is no different. But for her, it was about having functional shoes that enhanced her performance – but they had to have the looks to match. From a casual discussion about the lack of exciting product on the market this inspired collaboration was born.
Make no mistake, Kidd is actively making her input to this footwear. She has worked very closely with the brand’s designers to get the blend of function and funky design just right. And the result is an exclusive JK line that will enable women golfers to play seriously, in serious style. Golf fashion is really coming under the spotlight now, with womens’ participation growing dramatically. The fact that ispo summer 06 has included a golf apparel section in sportwear for the first time and that the sport has regularly featured in ispovision tells you something – Paul Smith and Burberry style golf bags, pinks and polka dots instead of plaid . Last summer we saw glimpses of the desirability of “designer golf” with new consumer publications targeting the FHM and GQ audience, building on the celebrity (dare we say, Chav) potential that the sport has been slowly acquiring.
The first results of Hi-Tec’s style collaboration are as striking as their creator. The V-Lite Venice JK is loaded with technology to provide power and comfort, combined with a must have look. Then there is the stunning V-Lite Chameleon JK which offers “4 shoes in 1” with interchangeable coloured saddle strips to match footwear to clothing – surely the perfect womens’ product in any sport! We wait to see how soon the JK branding will be appearing on luggage and apparel as it would be the natural extension to this called for collection.
You cannot fail to be impressed by the product, as you cannot fail to be amazed by Kidd herself. Not simply the fact that this striking blonde is over 6ft, but by her sheer charisma, down to earth character and, indeed, her absolute passion for sport. She knows her stuff there is no doubt about that at all. This is a girl that simply does not try too hard, casual chic rather than high maintenance and a genuine interest and knowledge about what she is doing.
You’ve got to hand it to Hi-Tec, they have upped their game in absolute style and we think she’s just the girl for the job. A superb sportswoman, who can out drive (in a car or on the course) a man, knows style and loves to talk about shoes. It can’t possibly get any better than that. And her creative input to the brand should have plenty of feet, possibly even those more used to stilettos, coming through the retail door.
The fact that she read and gave SGB UK the thumbs up simply proves that Kidd…has to be taken seriously!
