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The sneaker community is now considered a culture. A patriarchal culture, much like most civilizations where men hold positions of social, economic and political power.
This sneaker consumer is very different from their gender counterparts. Women are the “why” consumer, the transparent consumer and the most judgmental in this space.
As such, sneakers have always been frowned upon for women. When women began publicly playing sports in the 1920s, women’s athletic footwear combined rubber soles to heeled shoes to maintain women athletes’ femininity. That idea is still very much alive. The “pink it and shrink it” strategy was applied in full force to women’s products and is now viewed by consumers as brands not understanding their consumer.
The question is not why the culture needs to evolve—but like all cultures, women are evolving, and rapidly. We have reached the point where the women’s sneaker culture is strengthening as practices and ideas are exchanged. The bigger question is: How are brands evolving the culture?
Storytelling is the most powerful but the most overused tool. The narrative and history of people and products are changing with every sneaker release and retailer marketing campaign. The market is saturated with stories, facts and information. This leaves the independent content creators and micro agencies to tell the authentic stories, create content that solidifies the lifestyle and preserve the history and significance of certain sneakers.
The evolution of women’s street wear means equality across the board, and the consumer is looking at this from top to bottom. In the late 70s, sneaker companies embraced women’s liberation as a promotional ploy, advertising sneakers specifically designed for women and lifestyles. We are just too savvy for this at this juncture; now, we want the sneaker designed by a woman as well.
To consider real change, companies would have to restructure in the most intimidating and costly way. Their strategic context is completely exposed and what some consumers are pointing to as really needing meaningful change and evolution. Brands have to hire an even number of women, support meaningful women’s initiatives and abandon the binary standards most brands abide by and start to work on a spectrum. The feminine culture has a microscope on corporate practices that will require layered change as Gen Z values are aligned with supporting who supports them and amplifies their causes.
It’s everyone from the nurse who buys sneakers for her kids to the lady who walks dogs in Adidas. The true sneaker brand muse isn’t a monolith. It’s not only the perfectly manicured and polished slender younger person buying Nike Air Forces and Air Jordan 1s.
