Signature Sneakerhead

Just about every athletic feat can be traced back to a single decision: to lace up a pair of sneakers and try. But not all shoes are created equal. Women athletes have historically worn scaled-down versions of men's shoes due to insufficient consideration of anatomical differences in foot shape and structure. It wasn’t until I heard Allison Felix on Armchair Expert that I learned that shoe sizes for men and women were based on men’s feet. Why send a man to do a woman’s job?

Hey, I’m Angela! 👋🏾 If you’re new here, welcome! I write about Black and Brown women athletes and women’s sports. Today’s newsletter is all about the sneakers made in collaboration with Black and Brown women athletes. As women pro athletes are creating impactful relationships with athletic brands, it’s only right that they get their own shoes to commemorate the occasion.

The Significance of Signature Shoes

Signature shoes help establish an athlete's legacy beyond their playing career. A signature shoe represents ultimate brand recognition and trust in an athlete's marketability and influence. It provides direct revenue through sales royalties and creates opportunities for long-term brand partnerships, even those outside of sports. They serve as inspiration for young athletes, and everyone who wants to be in the A’Ja Wilson Nike ad we see during WNBA game commercial breaks (me too, friend, me too). Developing a signature shoe gives athletes creative input in product design, allowing them to address specific needs in their sport. Signature shoes often tell personal stories through design elements, helping athletes connect with fans on a deeper level.

Sheryl Swoopes made history as the first female athlete to receive a signature basketball shoe with the Nike Air Swoopes in 1995. She was also present when A’Ja inked and unveiled her shoe collaboration with Nike. Since the planning of this article, probably 10 new colorways have been announced for the A’Ones, and the Adidas F50 SparkFusion soccer cleats were released. These cleats are designed specifically for women and girls, demonstrating the industry's growing recognition of women athletes' unique needs. Alyson Felix's Saysh even offers single-shoe purchase options for amputees.

Last week, we talked about Coco Gauff’s partnership with New Balance, which includes a signature shoe. Leading sports brands have made significant strides in partnering with women athletes for signature footwear. Nike has been at the forefront with collaborations like A'ja Wilson's A'One, while Reebok has shown its commitment to women's sports through its partnership with Angel Reese. Sketchers has entered the performance athletics space by signing Rickea Jackson. Under Armour's Curry Brand is breaking new ground with Milaysia Fulwiley, a college women’s basketball player who debuted her signature shoes during March Madness. With Candace Parker as President of Women’s Basketball at Adidas, I’m sure many more shoes will be coming from their brand, with Satou’s player-exclusive shoes representing just the beginning. These partnerships not only validate the athletes' achievements but also help address the historical underrepresentation of women in signature shoe deals.

Player exclusive (PE) shoes are limited editions created specifically for athletes to wear during games. Unlike signature shoes, they're not mass-produced for public sale (file under: things I learned last year). Brands use PEs to test market interest in potential signature lines, create buzz through exclusivity, and, at times, to honor specific achievements or moments. Signature shoe deals with public releases typically include a base salary from the brand, royalties, and performance bonuses tied to sales targets or athletic achievements. Successful signature lines can generate millions in revenue annually for both the athlete and the brand.

Whether you're a young athlete dreaming of your own signature line or a fan supporting these women athletes, every time you lace up, you're stepping into a legacy of progress. So hit the court, field, or track with confidence, knowing that the future of women's athletics has never looked brighter. Ball out, break records, and who knows? Maybe your signature shoe will be the next one I’m writing about.

Editor’s Picks

The teams are set for the WNBA Commissioner’s Cup. All teams have played at least 10 games at the time of writing this, making us at the quarter-mark of the season. I thought I’d take a moment to highlight some players who have excelled on their new teams so far. This list doesn’t include rookies, as I’m mainly looking at all the player movement that happened ahead of the draft during free agency, as many players anticipated the new CBA negotiations. This list also doesn’t include who I voted to be an All-Star, but this is a reminder to vote for your favorite players (voting ends on the 28th)!

• Veronica Burton on the Valkyries (sad to see her leave the Sun, love to see her shining in a starting position)

• Erica Wheeler on the Storm (let her cook)

• Natasha Howard on the Fever (consistent af)

• Dijonai Carrington on the Wings (she’s clearly stepped into a leadership role)

• Natasha Cloud on the Liberty (facilitating, sharing the rizz, bringing the energy)

• Alyssa Thomas on the Mercury (as always)

• Satou Sabally on the Mercury (averaging 20 pts/game is incredible)

• Brittney Griner on the Dream (she’s having the time of her life in Atlanta and meshing well with the backcourt)

May your favorite players be marked safe from injuries during this packed season.