JD Sports launches '‘Ditch the Heels’ campaign

By

Barbara Santamaria

Published
Aug 21, 2018

JD Sports has partnered with Manchester fashion blogger Lily Kitten to inspire women to shun high heels and embrace stylish flat shoes as an alternative to traditional work attire.

The campaign sees the blogger wear a pair of white Converse All Star trainers with smart trousers and a white top, showing how styling can help make flat shoes office-appropriate.

Additionally, the sportswear retailer has created an online edit with a selection of flats, plimsolls, trainers, slides and more to help women jump into the athleisure officewear trend.

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“The fact that some companies still expect women to wear heels in the workplace is archaic. As a career-focused woman, I know the importance of looking smart and presentable, but I would rather someone judge me on my ambition, intelligence and work output than on the pair of shoes I am wearing,” said Lily Kitten, who in addition to being a fashion blogger is also the head of marketing and communications at a luxury brand.

“As with most other areas in life, you are at your best when you feel comfortable and confident, and so having the option to wear flat, comfortable shoes in the workplace from the alternative selection that JD provide is something I totally get on board with.” 

JD Sports is seeking to encourage workplaces to diversify and welcome alternate options of footwear to jobs, as it said wearing heels can cause an array of health problems over time.