Celebrating 50 Years of HI-TEC
We are preparing to celebrate our 50th anniversary. Our company was founded in England in 1974 by Frank van Wezel, and has always been dedicated to creating high-quality products that help people enjoy the outdoors, whether strolling in a park, hiking in a forest, or climbing a mountain. With the belief that spending time in nature is important, the brand is committed to remaining relevant in the ever-evolving sports and outdoor industries, as well as producing functional and comfortable products whilst maintaining our consistent drive to create new technologies.
Our ORIGINAL since styles defined the brand as they represent a unique sports discipline on which the design and thought processes are built. For the 50th anniversary we pay homage to these styles by introducing a range that pays tribute to the past but also highlights their commitment to the future growth of our brand. These original styles were the Squash Classic-1974 (Court style), Silver Shadow-1981 (Running style), and the PCT-1985 (Hiking style). We then took our latest development – the GEO range of products and combined the upper styling of the ORIGINALS with the GEO soles and midsoles, thus creating the ORIGINAL SINCE collection.
To celebrate the golden jubilee, we have launched the “Run Through Time” campaign. The campaign aims to take customers on a journey through the brand’s incredible stories, from being the shoe of choice for 23% of runners in the first-ever London Marathon to global football superstars wearing the Kings Cup boots in the 90s. By proudly becoming the official shoe of the Wimbledon Tennis Championship in 1995, Hi-Tec has been redefining sport, culture, and outdoor activities since its inception.
Simon Spreckley, Founder and CCO of FUTUREBORN, said, “We’ve had the privilege of collaborating with Hi-Tec on the ‘Run Through Time‘ campaign, using tech and AI to breathe life into the brand’s remarkable stories. In an era where the world’s leading lifestyle and apparel brands are built off incredible stories, we are excited to help Hi-Tec tell theirs”. We continue to work tirelessly to keep up with the latest trends and to evolve the aesthetics, technologies, and materials that are carefully implemented in all our designs. We have redeveloped some of the most popular styles and put a fresh spin on them. The goal is clear: to get the world outside and enjoy the freedom of the great outdoors.
To celebrate the momentous occasion, we are running an Instagram competition where one lucky winner stands a chance of winning R50,000. The campaign is launching on the 15th of April 2024, with a spectacular 3D billboard to be seen in Braamfontein, along with the launch of 9 new Original Since footwear that will be available online and in stores. Consumers are encouraged to visit the exciting activations in our stores: Tyger Valley Mall, The Grove Mall, and the Kolonnade Shopping Centre, as well as being on the lookout for weekly teasers showcasing shoes that were iconic over a certain era. Hitting our 5th-decade mark, we are determined to make it a memorable one for everyone.