{"id":20909,"date":"2018-05-30T09:39:22","date_gmt":"2018-05-30T13:39:22","guid":{"rendered":"https:\/\/stockx.com\/news\/?p=20909"},"modified":"2019-05-29T16:48:53","modified_gmt":"2019-05-29T20:48:53","slug":"shattered-backboard-women-sneakers","status":"publish","type":"post","link":"https:\/\/stockx.com\/news\/shattered-backboard-women-sneakers\/","title":{"rendered":"Shattered Backboards: The Current State of Women’s Sneakers"},"content":{"rendered":"

For years, decades really, sneakers, the sneaker game, and the sneaker industry have been just another space of male privilege, treating women inside and outside the industry as second-class citizens. <\/span><\/p>\n

Increasingly over the last several years, the pervasive reality of misogyny has come under very public scrutiny. Across culture, politics, and even the executive boardrooms of multinational companies, an era of confronting gender and sexual discrimination and abuse seems to be unfolding.<\/span><\/p>\n

In reaction to this current social and cultural climate, Footwear News recently declared that the \u201cwomen\u2019s sneaker market is on the cusp of revolution.\u201d Both Nike and the famous London brick-and-mortar retailer, Selfridges, have debuted a new online shopping platform, Nike Unlaced, and women’s sneakers dedicated retail space, respectively.<\/span><\/p>\n

Discussing the possibility of a sneaker market revolution, VP and creative director of Nike Women, Julie Igarashi, believes in the huge potential for women’s sneakers because of the overwhelming demand in Europe and North America: “some consumers want a men’s shoe but they want it in a smaller size. In other cases, she wants it for her and by her. So it’s exciting to be able to offer [through Nike Unlaced] that breadth.”\u00a0<\/span><\/p>\n

Perhaps a true revolution is upon us; perhaps 2018 marks the beginning of lasting change, rather than another false start. A cursory internet search certainly makes the argument that people are talking, and writing, about women in sneakers at this particular moment.\u00a0<\/span><\/p>\n

From the Air Jordan 1 Satin “Shattered Backboard,” Nike’s “Season of Her,” the forward-looking design of the Air Jordan 1 Rebel XX, and women in skateboarding,\u00a02018 may be remembered as the beginning of the revolution.<\/span><\/p>\n

The Marketplace<\/b><\/h2>\n

Let\u2019s take a look at the marketplace for women\u2019s sized sneakers, women-designed sneakers, and women-branded sneakers. New releases and market data argue that Nike, at least among the major sneaker companies, has taken the lead in designing and manufacturing with women in mind. <\/span><\/p>\n

This year, Nike and Jordan Brand announced a line of Air Jordans designed exclusively for women, \u201cThe Season of Her.\u201d This line features Jordans in sizes, designs, and colorways made exclusively for women. “The Season of Her” has featured: The Air Jordan 1 in suede and satin material and colorways such as light aqua, mint foam, and ice peach; an Air Jordan 1 with a zipper; The Jordan XII manufactured with luxe vanchetta tan leather. <\/span><\/p>\n

\n\n\n\n\t\n\t
\"\"<\/a>
\nAJ 1 Season of Her, Mint Foam<\/td>		\"\"<\/a>
\nAJ 1 Season of Her, Black Zipper<\/td>\n<\/tr>\n
\"\"<\/a>
\nAJ 12 Vanchetta Tan<\/td>		\"\"<\/a>
\nAJ 1 Season of Her \/\/ Nike<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\u00a0<\/span><\/p>\n

Jordan Brand president Larry Miller acknowledged, \u201cwe could have done it sooner, and we probably should have done it sooner, but I feel good about the fact that we are where we are now.\u201d<\/span><\/p>\n

And the data shows something that should be self-evident: women like sneakers, too<\/a>! \u00a0\u00a0\u00a0<\/span><\/p>\n

Recently, and for the first time, StockX witnessed a women\u2019s exclusive sneaker as the number one seller on our platform. Released May 5, 2018, The Air Jordan 1 High Satin \u201cShattered Backboard\u201d experienced thousands of sales in just the first week of release. And it proved as pricey as it was popular, with an average price of $385 a sale, and an average price premium of 140%. \u00a0<\/span><\/p>\n

 <\/p>\n

\"Women<\/a>

Air Jordan 1 Shattered Backboard<\/a><\/p><\/div>\n

Why this shift to women? <\/b><\/h2>\n

Moving away from athlete-branded sneakers to sell shoes, and sales driven by artists and cultural influencers outside sports\u2019 realm has increasingly become the norm for men\u2019s sneakers. <\/span><\/p>\n

Since Kanye West\u2019s ascendance, collaborations and designs with streetwear designers and brands, such as Ronnie Feig, Supreme, and Off-White, and hip-hop artists including Vince Staples, and Tyler, the Creator have become the driving force in sneaker sales. Even brands like Vans, Converse, and Keds received renewed street cred during the 1980s and 1990s from the likes of the Ramones, Sid Vicious, and Kurt Cobain. <\/span><\/p>\n

So it makes sense that the rise of the artist designed and\/or collaborative sneaker would also provide creative and economic space for women-exclusive, and women-designed sneakers. \u00a0\u00a0\u00a0<\/span><\/p>\n

Sophia Chang became the first Asian-American woman to design an entire collection with a major sportswear brand. The illustrator collaborated with Puma in 2014, designing sneakers and apparel for both men and women. This was a major milestone in the sneaker and streetwear industry, where Chang has said that historically women, \u201care always approached as a female first, instead of a professional.\u201d<\/span><\/p>\n

\"Women<\/a>

Vashti Kola’s Air Jordan II, Lavender<\/a><\/p><\/div>\n

The Air Jordan line continues to be almost exclusively a male preserve, with a few notable exceptions. Designer and artist Vashtie Kola was the first woman to design an Air Jordan, the 2010 Air Jordan II \u201cLavender.\u201d Stylist, model, and influencer Aleali May is the first woman to design\u00a0<\/span>a men\u2019s and women\u2019s Air Jordan, with her 2017 Air Jordan 1 \u201cShadow.\u201d\u00a0 \u00a0<\/span><\/p>\n

\"Women<\/a>

Aleali May’s Air Jordan 1, Shadow<\/a><\/p><\/div>\n

Following in the wake of Sophia Chang, Aleali May, and Vashti Kola, a list of women designing and collaborating with sneaker companies continues to grow. The last few years have seen these collaborations: PUMA x Kylie Jenner, Nike x Bella Hadid, PUMA x Selena Gomez, Reebok x Local Heroes, PUMA x Fenty (Rihanna), and adidas x Refinery 29. All of these sneaker collaborations implicitly carve a space for women within the sneaker world. Some, however, are explicit about their social and political intent.<\/span><\/p>\n

The adidas x Refinery 29 \u201cBOOST the Nation\u201d campaign worked with 50 different women artists to customize an UltraBOOST sneaker honoring their home state. The shoes were auctioned to raise money for Women Win, a charity dedicated to gender equity, leadership, and empowerment for women through sports. <\/span><\/p>\n