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BBC Morning Live presenter Stef Reid, a former Para-athletic world champion, is spearheading a campaign to encourage sport footwear companies like Nike, Adidas, and Puma to offer single shoes for sale. Reid, who lost her right foot in a boat accident on the eve of her 16th birthday, turned to athletics after she found it difficult to continue pursuing rugby with her amputation. Despite the setback, she went on to become a world champion Paralympic long jumper and sprinter for both Canada and Great Britain, even receiving an MBE for her achievements.
Retired from professional sports, Stef has since ventured into acting, modelling, and broadcasting – including a stint on Dancing on Ice. Her latest mission involves advocating for big brands to sell single shoes instead of pairs, citing a need for both practical and financial reasons. High-end running shoes can cost around £200, and athletes like Stef only require one shoe due to their prosthetics, leading to wasted money on unused pairs.
While major brands like Nike and Adidas have taken steps towards addressing the issue by offering single shoes at select stores, the process is not clearly advertised and can prove cumbersome for customers. Stef believes that the inclusive marketing seen in these companies should be matched by tangible action, with single shoes readily available for purchase both in-store and online. She also highlights the impact on people with varying foot sizes, such as amputees and individuals with physical conditions affecting their feet.
On a smaller scale, initiatives like Jo’s Odd Shoes provide a platform for individuals to donate or swap spare shoes, benefiting those who only require one shoe due to limb differences. Athletes like Jack Pimblett, who was born with talipes, or club foot, have faced challenges in finding properly fitting shoes, resorting to unconventional methods to accommodate their needs. Stef Reid’s advocacy underscores the importance of inclusive practices within the sports industry, urging companies to take the necessary steps towards meeting the diverse requirements of all customers
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