If you’ve been paying attention, you will have noticed that Nike is doing quite a bit for female sneakerheads at the moment, in terms of designing and marketing sneakers for the fairer sex.
While sneaker culture has, for many years, been a bit of a boys club, 2017 saw a shift toward the celebration of female characters in the sneaker sphere, many of who were being imbued with significant clout via major brand campaigns, and others who were given their own sneaker collaborations. According to Lyst, in 2017, the platform saw more searches for sneakers than handbags, with over three million users looking up their next must-have creps on the site. In March alone, someone searched for Rihanna’s Fenty x PUMA bow sneakers every seven seconds. In fact, you can argue the case that sneakers have become bigger status symbols than handbags for many girls. Brand consultant Selma Kaci mentioned to Highsnobiety, “For a long time, brands seemed to assume that girls don’t have the same knowledge, or understanding of the product, as boys. But this attitude is definitely starting to change, with the arrival of women in key, leadership roles, at brands like PUMA, adidas and Nike.”
Rihanna’s Fenty x PUMA bow sneakers.
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In recent memory, the brand with the Swoosh in particular has made several well-intentioned attempts at delivering female-specific product, like the Air Max Jewell for Air Max Day 2017, which was highlighted as the second female only model in the Air Max range. But drops like this have been historically few and far-between. More recently, we’ve seen bigger women’s-specific pushes in the market, signalling that brands are finally trying to give girls what they want. Read More Here
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