Women’s sneaker sales grew more than 80% in the last year on eBay, but the category of “female sneakerheads” has long been underserved by marketers, according to a new campaign from eBay. The retail platform aims to shine a spotlight on the issue by celebrating women sneaker wearers with a month-long collaboration with Playa Society, a brand for female athletes.
The Female Sneakerhead collection, which debuted this week, includes t-shirts, hoodies and socks. EBay also launched a sneaker shop to showcase trending and must-have shoes curated by Playa Society Founder and former D1 basketball player Esther Wallace and other key influencers in sneaker culture who also happen to be women.
"Kamala Harris wearing sneakers on the cover of Vogue perfectly embodies how women everywhere are approaching fashion today," said Charis Márquez, VP of fashion at eBay North America, in a 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."
The push includes new content and stories of female sneaker fans that will be released throughout the month of March. EBay worked with Edelman on the full campaign and creative content.
Want to hear more about how eBay is attracting new shoppers with fresh marketing? Attend Ad Age Next: Retail, where speakers including Andrea Stairs, chief marketing officer of eBay, will be speaking about what’s ahead for the industry. Buy your ticket here.