eBay Targets Female ‘Sneakerheads’ In Today’s Red-Hot Shoe Trend

You may not be a “sneakerhead” — or even know what one is — but chances are you caught wind of the attention that Vice President Kamala Harris received when she stepped out at a campaign event in a black pair of Converse “Chuck Taylor” low-tops.

The hullabaloo over the “veep’s sneaks” is the perfect encapsulation of the other (often overlooked) side of the hottest trend in the footwear industry.

To capture this movement — and also honor the start of Women’s History Month — eBay has just unveiled its “Female Sneakerhead” campaign in conjunction with women’s athletic apparel-maker Playa Society. The joint venture will feature specially curated merchandise while challenging cultural norms and celebrating the future of sneaker culture, where women will be better represented.

“Kamala Harris wearing sneakers on the cover of Vogue perfectly embodies how women everywhere are approaching fashion today,” said Charis Márquez, vice president of fashion for eBay North America, in a press statement. “Women are one of the most passionate segments of the sneakerhead community, and we will continue to celebrate them while also ensuring we’re meeting the growing demand for more styles, sizes and sellers for this audience.”

Timely Idea, Smart Business

According to eBay, the 25-year-old operator of one of the world’s largest and oldest online marketplaces, its women’s sneaker category grew more than 80 percent last year, while the percentage of female shoppers buying men’s-style shoes doubled, all within a global sneakerhead market said to be worth $80 billion a year.

Like most segments of the apparel industry, athletic footwear is dominated by a handful of global manufacturers (Nike, Adidas, Reebok, Puma, Under Armour, etc.) and scores of specialty retailers (Finish Line, Foot Locker, DICK’s Sporting Goods), huge department stores (Target, Macy’s, Kohl’s) and countless mom-and-pop independent shops.

However, one thing that is unique about this trendy footwear segment is the fact that it has a robust and growing multi-billion-dollar secondhand, or resale, market, which allows aficionados to buy and sell vintage and other hard-to-find and out-of-stock styles. It’s a market that is currently dominated by unwavering demand for almost anything from Nike’s Air Jordan line of shoes to the Adidas Yeezy line, both of which routinely sell for $1,000 and up.

With those types of prices — and potential profits — it’s not surprising that an active sneaker arbitrage and trading culture has developed over the past few years, where investors literally buy, sell and swap shoes that they never intend to wear. One new entrant, for example, is Tradeblock, which launched last August with 300 users under the banner “kicks as currency.” In just six months, the startup has grown to over 12,000 users and 63,000 pairs of shoes.

Female Feet

“Girls who play sports become women who lead” may be the mantra of Playa Society, but its iconic “Female Athlete” T-shirts (yes, with the word ‘female’ crossed out) are as big as the company’s founder and CEO, former Division I and professional basketball player Esther Wallace.

“Being a Sneakerhead is about hype, passion, style and self-expression, not about gender,” Wallace said. “If you identify as a Sneakerhead, it means you can express yourself through sneakers. And if you’re a woman who is a Sneakerhead, you just want your self-expression to be respected, well-represented and unlimited in sneaker culture. That’s what this line is all about.”

Although the new eBay campaign is slated to run for a month and includes numerous other promotional events, activities and product drops, it’s clear that the broader Female Sneakerhead movement is only beginning to gain traction.