Looking Ahead to Women's Sneakers in 2019

Last year saw the release of sneakers like the Jordan 4 Fire Red Singles Day, the Satin Shattered Backboards, the Converse One Star Hello Kitty, Air Force 1 Jester, and Adidas Falcon, all which served both the enthusiast and the average consumer, making 2018 a solid year for the ladies.

Judging by the response to last years product and growth of women in sneaker culture, it seems safe to say that we should view last year as a launch pad, and expect better thought out and more exciting female drops from brands this year. Releases for the ladies rose to a new level over the last 12 months, with Jordan Brand leading the way with some of the year’s favourites.

The Formula

When Jordan Brand dropped the sister of the much loved Shattered Backboard in early May, the release had both girls and guys hyped. DNA from the earlier Season of Her collection was injected into the instant orange classic, noticeable in the use of satin and an icy sole. As an SBB should be, the materials were kept to a high standard which isn’t often the case on a women’s release. This formula of a colourway which has the heart of the people and a splash of a feminine touch may well be the ticket to an even bigger year for both Jordan Brand and women’s sneakers. If this is a direction that continues this year, JB may well steal the show again for the ladies and we could see some exciting product.

There are two repercussions to this blueprint, existing consumer satisfaction/recognition and new consumer acquisition. The prospect of releasing sought after product into the hands of a consumer that may have felt excluded in previous years is finally getting something exclusive and with them in mind. Riding the Air Jordan 1 wave while releasing classic colourways has the potential to bring in more women to the brand and teach its thick history through the product. All positives for the women’s sneaker genre.

The Possibilities

So, what kind of sneakers can the ladies hope to see? Well, the satin-fication can’t go on forever but something like a Bred Toe, Shadow or UNC could be the type of colourway that could body a light makeover. What would you like to see come to the women’s table?

Now, with the highly anticipated Black Cement 4 and Infrared 6 with that Nike Air branding dropping, 2019 looks set to be a year of the Air Jordan 4 and Air Jordan 6. And we have already seen popular women’s collaborator Aleali May reveal her shamelessly feminine all pink Air Jordan 6; her next release? It wouldn’t be far off to surmise this will be the direction for Jordan Brand Women’s, working on 2019 key silhouettes that take on softer edits in partnership with current personalities that connect with the community.

Women want just as much fire as the guys, so let’s hope brands don’t hold back this year.