Louise High Heels

On 6 July 2008, at the start of the summer sales, the narrow section of avenue Louise becomes a decidedly unusual athletics track. Inspired by the Glamour Stiletto Run, launched in Amsterdam in 2006, Louise High Heels is organised in Brussels by Carl de Moncharline, in collaboration with Bernadette Erpicum, General Manager of Brussels Louise.

The idea is simple: participants wearing heels at least seven centimetres high compete over 100 metres in a race where speed, balance and elegance must work together. The prize is a shopping gift voucher worth 10,000 euros, to be spent in the neighbourhood's shops.

The primary aim of the initiative is to revitalise the Louise neighbourhood and bring new visitors into its shops, taking advantage of the launch of the summer sales. The race thus becomes a means of promoting local trade, combining a spectacular event with a concrete commitment to supporting local businesses.

To promote the event, a humorous video features actor Olivier Leborgne, a former member of the Ligue d'improvisation who performed at the Mirano Continental. Actors from this troupe also took part in the Nocturnes Foraines, where they notably entertained visitors at the stalls. In the video, Olivier plays an eccentric sports coach preparing four Dominique Models models to run 100 metres in stiletto heels.