Heel race competition is gathering storm in Nigeria and the continent in general. The Chief Executive Officer and Managing Director of DMS, Elder Dede Kalu, who doubles as organiser of the event, explains to KENNEDY JAMES on the reason behind the competition. He also called on Nigerian ladies to embrace the sport, which is aimed at empowering them. Excerpts:
What is heel race all about and why did you choose to bankroll and popularise a sport that is very strange to many people?
Let me start by informing you that heel race is a sport which I want to use to provide a platform for young Nigerian women to showcase their skills and God-given talents, because they are the future of our tomorrow.
My vision for this sport is huge and it may look strange to many as you said. I developed the interest to popularise the sport as fallout of a major incident of an accident involving a high heel-wearing woman, who was knocked down in Lagos by a hit and run driver.
When the incident happened, the driver zoomed off leaving the woman lying on the road, but I stopped and joined others in helping the woman up her feet. I further assisted in taking her to hospital, which the family appreciated my kind gesture.
However, few days later I was informed by her family that the woman I assisted has passed on, which saddened my heart. So, I decided to start a heel race tourney in her memory and also use it to encourage our women to feel free to wear high heels, which brings out their beauty.
Can you throw more light on the upcoming 4 Inches Heel Race competition holding in Lagos?
Yes, we are looking forward to staging a memorable Heel Race competition in Lagos on November 18, 2017 for our ladies and we want to also give them a sense of belonging with the tourney.
This event is aimed at empowering and enlightening young ladies on how to be smart and confident on high heels. And the rationale behind this event is that we are concerned about the numerous injuries ladies encounter almost on a daily basis when walking on the streets or crossing the roads wearing high heeled shoes, since many ladies lack the confidence to walk smartly in them.
This has given us great concern, which made us to create this platform to address this issue effectively.
This event will be also a great opportunity to celebrate and close the year in grand style.
As organisers, we are expecting our participants to wear four-inch high heel shoes and compete in a 100m race.
Frankly, it is going to be fun all through and the first of its kind in the country and Africa in particular.
It is a glorious initiative and like I said, our company is passionate about Nigerian youths. So, we would continue to advance contemporary ways to recognise, empower and celebrate them.
I want to call on all Lagosians to be part of this event come November 18 at the CMD Field, Magodo.
What is the reward system like and how many contestants are you expecting for the event?
There will be cash prizes for the first, second and third place winners and consolation prizes for other participants in the one-day event.
Lots of the products of our sponsors will also be given out because the event is targeted at our ladies, at least, to encourage them to be poised and self-confident while wearing high heeled shoes in their day to day activities.
We are expecting more than 200 participants and it is going to be an open event.
Do you have plans for other side attractions or is the event strictly on heel race?
Of course, there will be other side attractions, but I want to state clearly that we are really excited about the 4 Inch High Heel Race competition because it will be a gathering of top-notch dignitaries, top Nollywood actresses and influential personalities from all works of life.
We have what it takes in DAK Marketing Services Limited to stage a successful event.
As an integrated marketing communications company with many years of experience in the art of online marketing, business development, Radio and Television programmes, advertising, marketing communication, image laundering, documentary, branding digital marketing and PR marketing etc, we have a huge personnel to fall back on in terms of staging a memorable event.
So, I promise it would be a great event.