Make your sole | fashion and trends | Hindustan Times
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Make your sole

Have an artistic streak? Put it to good use this Independence Day, by heading over to the Puma Store on Linking Road, Bandra. The sportswear brand is giving you a chance to let your imagination run riot while painting the sole of a shoe.

fashion and trends Updated: Aug 21, 2010 12:58 IST
Vidya Balachander

Have an artistic streak? Put it to good use this Independence Day, by heading over to the Puma Store on Linking Road, Bandra. The sportswear brand is giving you a chance to let your imagination run riot while painting the sole of a shoe.

The contest, called Pimp your Sole, gives you the chance to draw, sketch or spray paint on soles of closed shoes or flip-flops. “The underlying message of the contest is freedom of expression,” says Rajiv Mehta, managing director of Puma.

Instead of painting on a tiny, 12-inch insole, you can use the large, five-feet-high Dylans or Puma cats that the brand will install in the store, as your canvas. “The winning sole might become one that thousands of people can wear because we may put it on actual footwear,” says Mehta. “It’s a chance to get recognised for your ideas.”

In addition, Puma has also installed Pimp Mobile, a mobile video studio, in front of the store. “The Pimp Mobile will shoot live footage, edit and upload it onto social networking sites like Facebook, Twitter and YouTube,” said Mehta. “People can see themselves on these sites within minutes. It’s the sort of gratification that a lot of youngsters want in today’s day and age.” The winning entry will be chosen in a few weeks.

“For the final win, we have to consider which design best conveys the essence of the brand and is also aesthetically appealing,” says Mehta.