In 1996, a piece of history was purchased at auction that would solidify Hi-Tec’s connection to a tale of freedom and resilience. A pair of shoes that once graced the feet of one of the world’s most iconic figures, Nelson Mandela, were acquired by Hi-Tec’s Chairman, Frank van Wezel, not just as a relic but as a symbol of hope, perseverance, and triumph. This acquisition was the foundation for a shoe that stands for more than just performance and style—it’s about freedom, history, and humanity.
The Nelson Mandela Story: Shoes on Robben Island
Let’s take a figurative step back to Robben Island, where Nelson Mandela spent 18 of his 27 years in imprisonment. During this time, he was subjected to harsh manual labour in unforgiving conditions. Imagine for a moment how a shoe, any shoe, even the simplest pair can provide some relief in such an environment.
Years later, when Mandela walked free, the modest pair of Hi-Tec tennis shoes, associated with and served as a reminder of the hardships endured during the struggle for freedom. In 1996, Hi-Tec’s Chairman recognized their significance and purchased the pair at auction, seeing beyond their appearance. To Hi-Tec, these shoes represented far more than just footwear. They sparked the creation of the Hi-Tec Freedom Campaign, a movement dedicated to celebrating resilience, unity, and the ongoing journey toward liberation.
The Freedom Campaign:
Along with several agency partners, Hoorah Agency got involved and saw the potential to elevate the legacy of these iconic shoes. Hi-Tec spearheaded what would become the Freedom Campaign, infusing the brand with a renewed sense of purpose. This wasn’t just about commemorating the past but also about influencing the future.
Using the shoes Mandela wore as a starting point, the campaign leaned into themes of empowerment and forward movement, harnessing the power of history to create something fresh and inspiring. They tapped into storytelling as a form of marketing, leveraging Mandela’s legacy to create an emotional connection with the audience. The result? A beautiful synergy between history and modernity, one that brought together technology, design, and activism.
And it worked. The campaign garnered attention across the industry, earning a nomination for a Loeries Award, one of the most prestigious recognitions in advertising and design. And that’s no small feat. This nomination further solidified Hi-Tec’s commitment, not only to creating top-tier products but also to meaningful storytelling that touches hearts and minds.
3D Modeling the Iconic Shoes: Preserving a Legacy
In recreating Mandela’s original pair, the design team at Hi-Tec had to think outside the box in order to bring this classic to a modern audience. With limited access to the original Wimbledon sneakers, Hi-Tec relied on imagery and 3D modelling. The design process was meticulous, considering every detail from the materials to colour-blocking and sizing, while overcoming time constraints and other challenges.
Hi-Tec product designer, Gordon Stokes, emphasised that honouring Mandela’s legacy was crucial while maintaining many key design elements and materials selection.
Making a Difference: Nelson Mandela Children’s Fund
As with all great stories, this one has an uplifting ending. Hi-Tec didn’t just stop at retelling Mandela’s legacy—they wanted to make a lasting impact. A portion of the proceeds from the Hi-Tec Freedom shoe sales goes towards the Nelson Mandela Children’s Fund, an organisation dedicated to improving the lives of children and youth in South Africa.
In true Mandela spirit, this campaign isn’t just about selling shoes. It’s about giving back to the community and ensuring that the values Mandela fought for continue to shape the future. The Children’s Fund, which was established by Mandela himself, supports education, health, and protection services for vulnerable children, making Hi-Tec’s contributions truly life-changing for those in need.
Wrapping It Up
Hi-Tec’s Freedom Shoe isn’t just a product—it’s a celebration of history, resilience, and legacy. From the manual labour of Robben Island to the creative minds at Hoorah Agency, and from the auction floor to the Loeriesnomination, the story of this shoe transcends its materials. It stands as a beacon of how far we’ve come and how far we still have to go.
This shoe is a reminder that even in the toughest conditions, freedom can always find a way to emerge. And thanks to Hi-Tec, we can all take a step toward that freedom—literally and figuratively.