Stef Reid Challenges Sports Brands to Sell Single Shoes for Amputees
Former Para-athletic world champion Stef Reid is campaigning for major sports brands like Nike, Adidas, and Puma to sell single shoes rather than pairs. This initiative aims to make footwear more accessible and affordable for amputees and individuals with different-sized feet.
From Rugby Dreams to Paralympic Success
Stef Reid's life changed dramatically on the eve of her 16th birthday after a severe boat accident led to the amputation of her right foot. Initially, she attempted to continue playing rugby, but eventually transitioned to athletics. With a carbon-fibre blade, she excelled as a Paralympic long jumper and sprinter, representing both Canada and Great Britain, winning numerous medals and accolades.
Reid states, "I didn't want to give up on my goal just because I was an amputee, but life is constantly changing and we have to update our goals instead of forcing them to work in a reality that no longer exists."
The Single Shoe Campaign
Now retired from professional sport, Reid is advocating for the sale of single shoes to address both the financial burden and the principle of inclusivity. High-end running shoes can cost around £200, a significant expense when only one shoe is needed. More importantly, she highlights the discrepancy between inclusive marketing, featuring models with blades, and the actual buying experience.
"I loved the bladed mannequins, and I wish 15-year-old Stef had seen those. But now I want retailers to match their inclusive imagery with the actual buying experience."
Brand Responses and Current Practices
Nike launched a single shoe program last year, but it is not widely advertised, requires contacting customer support, and is unavailable online. When Reid raised the issue, she was offered a one-time discount instead of being directed to the program. Adidas, which equips the British Paralympic team, does not sell single shoes online but claims they are available in some stores depending on stock and are in the "advanced stages" of a comprehensive policy. Puma and Decathlon did not respond to requests for comment regarding single shoe sales.
Smaller Businesses Leading the Way
While major brands lag, smaller businesses like Schuh and Office offer single shoes at half price or odd-sized pairs through their outlet sites. Grassroots organizations such as Jo's Odd Shoes, founded by Jo O'Callaghan, facilitate shoe swapping and donations for amputees. This initiative offers peace of mind in knowing shoes will not go to waste.
The Impact on Individuals
Jack Pimblett, born with talipes (club foot), exemplifies the need for single shoe options. He often has to buy two pairs of shoes to get the correct fit, incurring significant financial strain. He buys a combination of junior and adult sizes and ends up paying roughly £150 for two pairs.
Stef Reid acknowledges the challenges but urges firms to take the first step, stating, "All it takes is that first step forward in the right direction."
