CHELSEA legend Didier Drogba is preparing to take a big forward step in the world of fashion – selling his luxury trainers for half the price.
Drogba, 40, launched JAD footwear last November at Selfridges, with the handmade Italian shoes initially selling for £600.
But Jordan Alexander, creative director at the brand, told SunSport that the high price-tag was not part of the original plan.
He said: “Our initial strategy was to launch the label and offer the consumer a luxury footwear range for a price unheard of in the marketplace.
“When we decided to collaborate with Selfridges and launch a 30-day pop-up, the prices were significantly increased to be able to sustain the retailer’s heavily inflated margins.
“By eschewing traditional wholesale distribution, we’re now able to sell directly to the consumer and ship for free to anywhere in the world – for less than half the price.”
The Chelsea hero’s trainers currently come in two styles, the hi-cut Corsa and the low-cut Strada.
A new batch of 500 pairs will be available to buy this week on the JAD website, with new styles and colour-schemes available for immediate delivery.
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Jordan says that JAD will also use Kickstarter to leverage the platform’s reach across the globe and create brand awareness.
“It’s a massive community to tap into,” adds Jordan, who met Didier while the Champions League winner was with MLS side Montreal Impact.
“It’s also an opportunity for the brand to collect orders with the desired model, colour and sizing before we start our next production run.”
“We’ll be offering Kickstarter backers special incentives and the opportunity to have their orders personalised.”
Jordan also revealed that money from sales will go to charity.
“For every pair sold through the Kickstarter campaign, €5 will go toward the benefit of children in Africa in collaboration with the Didier Drogba Foundation,” he says.
Chelsea star Eden Hazard and Bayern Munich defender Jerome Boateng have both posed in the shoes, as has UFC champion Georges St-Pierre.
Drogba, now 40, is a player-owner with United Soccer League club Phoenix Rising.
A four-time Premier League winner and four-time FA Cup winner, Drogba spent nine years at Chelsea across two spells.
He scored 164 goals in blue, a tally beaten only by Frank Lampard, Bobby Tambling and Kerry Dixon.