DAK Marketing Services Limited (DMS), an integrated Marketing Communications company based in Lagos, has announced it would hold the 3rd edition of its annual 4-Inch Heel Race Competition on Friday, November 15, 2019 at Yaba College of Technology, (YABATECH), Yaba, Lagos.
The 4-Inch Heel Race competition is a special sport event aimed at creating excitement, entertainment and confidence among young women in Nigeria. It is the first of its kind in Nigeria and Africa as a whole. This uncommon initiative is an annual event which has featured only three countries of the world namely United States of America (Washington DC), Spain and Russia.
Young Nigerian women between the ages of 18 and 35, will participate in this competition wearing 4-inch high heeled stilettos shoe to compete in a 100-meter race. Over the last two years, DAK Marketing Services Limited has successfully hosted the 4-Inch Heel Race Competition. The last edition was held at the Main Bowl, National Stadium, Surulere, Lagos.
Speaking at a Mock Race event held at Lagos State Polytechnic, the Managing Director and Chief Executive Officer, DAK Marketing Services Limited, Elder Dede Kalu stated that the event was geared towards giving Nigerian young women a platform to showcase their talents and also to support their dreams.
According to him, “This event is aimed at empowering and enlightening young ladies on how to be smart and confident on high heels. The rationale behind this event is that we are concerned about the numerous injuries ladies encounter almost on a daily basis when walking on the streets or crossing the roads wearing high heels because they lack the confidence to walk smartly on them. This has given us great concern to create this platform to address this issue effectively”.
Speaking further, Elder Kalu said the selection of participants will cut across graduates and undergraduates in higher institutions of learning in Nigeria.
“The 4-Inch Heel Race Competition is designed to be a 100-Metre sprint competition. During the hit, participants will be grouped and race against themselves. The first three in each group will move to the next round till we have the finalists who will compete in the final to determine the winners. The overall winner at the grand finale will go home with fantastic prizes in cash and materials and also be the face of the competition for a year executing various social projects within the time frame of her reign,” he added.
He said that this year’s edition would be grand as it would be better, bigger and more exciting than the last two editions.
He noted: “I have no doubt that this year’s edition will be more robust and will also be a memorable and an indelible experience for all the attendees, I therefore call on brands to identify with us and also Lagosians to be a part of this glorious initiative as we will continue in our efforts to advance contemporary ways to recognize, empower and celebrate our young women who have outstanding talent to showcase.”
He added that participants in the last two editions entered the competition free of cost, but this year, intending participants will be expected to pay a token of N1,000 for the form.
The event is expected to attract top-notch dignitaries, top Nollywood actresses and influential personalities from all walks of life. Sponsors of last year’s edition included Rite Foods Limited, manufacturers of Bigi soft drinks and Rite sausage rolls, Emily Millionaire Cosmetics, Winco Foams Nigeria Limited, Avis Nigeria and Evans Therapeutics Limited.