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Sole responsibility

A contest to design soles for an upcoming line of shoes receives hundreds of entries. Read on for more.

entertainment Updated: Aug 21, 2010 13:10 IST
Shweta Mehta
Shweta Mehta
Hindustan Times

The Pimp Your Sole contest organised by Puma has entered its final leg. A recently concluded event held to attract participation in it saw hundreds of enthusiasts submitting designs for the soles for an upcoming line of Puma shoes and flip-flops. A mixture of public and expert opinion will be considered to pick the winners.

“Many people from the art fraternity were involved with the event. They helped us shortlist the best designs from an aesthetic standpoint. We have uploaded the designs on our Facebook page,” said Rajiv Mehta, MD of Puma.

Fans and audiences can view the pictures and show their support for the contestants. The German brand considers this a handy tool to gauge popularity. Besides expert opinion, public support will be a vital factor to decide the winners.

Several factors will be taken into consideration to zero in on the final three or four designs. “It must be commercially possible to transfer the design on to our soles. Then, we will look at the message that is being conveyed. It may be humourous, social or even youth-oriented, but it must be relevant,” said Mehta.

The participants also seem excited by this format. “The public votes are genuine and based on individual tastes, so I know exactly where I stand,” said Kenneth Barnes. Another participant, Tridib Maitra, also finds the feedback encouraging. “The contest has proved to be a great tool to promote Puma, but has at the same time done a lot for underground artists. The Facebook campaign will simply take it to newer horizons,” he said.

First Published: Aug 21, 2010 12:58 IST