Michael Mwaniki stands at Plus Soles, a shoe store in Nairobi that mirrors a growing cultural revolution. Rows of sneakers line one wall, while the other has an array of heeled shoes—stilettos, kitten heels, and chunky options.
A few years ago the picture would have been different, especially for shoe sellers targeting the middle class and wealthy corporate women and millennials who would wear highs to movie dates, to nightclubs...you name it.
Michael says the tide of shoe preference among women is shifting in a way no one quite anticipated.
“We have seen the shift, and it’s crazy. Initially, women in the corporate world loved their stilettos. But now, they’re looking for shoes with kitten or chunky heels—they’re more comfortable. And the young adults? They’re showing up to offices in sneakers!” he tells the BDLife.
For Michael, what once seemed unthinkable—a world where sneakers, originally confined to gym lockers and sports fields, would stride confidently into office boardrooms—has become the norm.
“Sneakers were just for sports. Now, people wear them to work, to nightclubs, to everywhere. There’s definitely a shift. And our sales have shifted more toward sneakers, and for the corporate women, they love the original sneakers, while the young adults do not mind the dupes [non-original branded shoes but with logos],” he says.
Ladies' heels and Sneakers pictured at Plus Soles Shoe Store in Nairobi on November 30, 2024.
Photo credit: Bonface Bogita | Nation Media Group
Over the past few years, what was once a symbol of polished professionalism—heels—has slowly been replaced by sneakers, footwear once reserved for athletes or those lounging on casual weekends. There is even a running joke that when you see a woman in a hotel or nightclub in heels, she must be in her mid to late 40s.
Their mothers wore stilettos, which were synonymous with elegance, power, and sophistication, having emulated the liberated women of the 1950s when the four-inch Ferragamo stilettos came to the fore, worn by Marilyn Monroe with her famous seductive walk.
In the TV series Sex and the City, Carrie Bradshaw's love for her Manolos [ a high-end shoe brand designed by Manolo Blahnik] was almost a secondary storyline in itself.
The stilettos depicted not just shoes but also ambition, romance, and defiance.
But now the Gen Z have ditched the heels for more comfortable, flexible, and individualistic looks by wearing sneakers. Some have never even bothered to learn how to walk in heels.
“Sneakers represent freedom, flexibility, and even a sense of rebellion. They’re redefining what it means to be professional. Sneakers are everything for me. To work, to meet friends, anywhere—and I’m still fashionable. I only have two pairs of heels, and that’s because my friends influenced me to get them. I buy the expensive ones [sneakers] and the cheap ones. I mix my look depending on where I’m going. Considering the nature of my work, I try a lot to make sure I’m comfortable while still looking good. Even when I go out with friends, sneakers work—they’re versatile,” says Joy Lukholele, a 26-year-old marketer.
This new story is not just about style, and it is also not only in Kenya. In the US, research shows there has been a 37 percent increase in US women’s leisure sneaker sales as high-heel sales are going down.
Ladies' high heels pictured at Plus Soles Shoe Store in Nairobi on November 30, 2024.
Photo credit: Bonface Bogita | Nation Media Group
The Gen Z corporate women say the sneakers and flat shoes trend is about breaking free from the rigid standards of femininity and power and embracing a footwear revolution that prioritises self-expression.
However, as younger women kick off their high heels in favour of comfy trainers and flats, some, particularly those who came of age in the early 2000s, say they are still in love with the stiletto.
They say high-heels are more than just shoes; they are symbols of elevation, literally and symbolically, so they go with the new heel trends or a mix.
“I grew up watching my older sisters wear heels, and I saw how sophisticated they looked. Heels give me that same feeling of confidence, but as I’ve grown older, I’ve realised that sneakers can also be chic. With the rise of hybrid fashion, designers have been adding more comfortable features to heels, like block heels and platforms, making them easier to wear throughout the day,” says Margret Kamau, a 30-year-old.
For Nancy Ouma,40, there comes a moment in many women’s lives when a quiet yet monumental decision is made: and the heels have had their day. She has found a new liking for Crocs, Converse, and everything in between.
“Gone are the nights of strutting confidently in sky-high pumps, dancing till dawn, and waking up with a story to tell. These days, comfort reigns supreme, and we find ourselves gravitating toward cushioned sneakers and supportive flats. Say hello to the era of practicality—Crocs, Converse, and everything in between. And honestly? No regrets,” she says.
The idea that women needed to endure physical pain to look "put together" was widely accepted by many millennial women, but Wairimu Njoroge says this is not something she wants to endure.
“Why would I spend the whole night wobbling in heels when I can wear sneakers and dance the night away? I can look cute and still feel my toes at the end of the night. It’s a win-win,” says the digital strategist.
The rise of athleisure, a trend that blends athletic wear with everyday outfits, has also solidified the sneaker’s place as a staple in Gen Z wardrobes.
“As a Gen Z, I have grown up in a world where fashion is increasingly laid-back,” says Rosalyn Wangechi, a 24-year-old university student.
“I prioritise comfort, especially in a fast-paced world where people are always on the move. I have so many sneakers that match my dresses, trousers, and even shorts,” she says.
Ivy Achieng, a 21-year-old university student in Nairobi says heels represent an old-school idea of what it means to be a powerful woman.
Ladies' sneaker shoe pictured at Plus Soles Shoe Store in Nairobi on November 30, 2024.
Photo credit: Bonface Bogita | Nation Media Group
"I used to wear heels for special occasions, but why should I compromise on comfort just to look ‘polished?’ With trainers, I can go from class to a meeting and still feel confident,” she says.
However, Adema Burudi, a 30-year-old professional at KCB Bank, acknowledges the shift toward comfort but adds that heels will never go out of style.
“There’s something about the confidence you get from wearing them. I wear trainers too, but that’s because of motherhood. Heels make me feel polished and ready to take on anything,” she says.
Global trend
Research by footwear retailer Kurt Geiger reveals a significant shift in shoe trends, with sales of heels measuring four inches or more declining in recent years.
Previously, these high-heeled styles made up nearly half (47 percent) of all non-flat shoe sales. However, they now represent only 17 percent of purchases in this category.
Eugine Wasike, the managing partner at Kicks Kenya, is among those reaping the benefits of the sneaker trend.
He says footwear is such a personal thing, and younger women are realising they do not need to sacrifice their individuality to meet anyone else’s expectations.
"I’ve seen so many young people come into the store and buy sneakers to match their outfits. The beauty of this shift is that there’s no ‘right’ shoe anymore—it’s all about how it makes you feel,” he says.
The debate over whether the future of high heels looks wobbly has also moved to social media.
On TikTok, Gen Z and Millennials are locked in the debate: are heels making a comeback in clubs, or have sneakers cemented their place as the ultimate party footwear?
