- Last week, Felix’s Saysh shoe brand, designed by and for women, struck a deal with apparel retailer Kith, and Wie West restructured her partnership with Nike. The commonality? Both moves will create a more inclusive sports landscape for women.
The details: Saysh’s deal means three versions of the Saysh One lifestyle sneaker will be stocked at Kith’s flagship stores in New York and Miami — the first-ever appearance of the 2021–launched brand in a brick-and-mortar retailer.
- As for Wie West, she agreed to a new deal with Nike after announcing her 2023 retirement. The five-year partnership will see Wie West work as an Athlete Collaborator in the design process and join the brand’s Think Tank to grow women’s sports.
Zooming out: It’s common for iconic female athletes’ popularity to continue — or skyrocket — in retirement. For example, Lisa Leslie’s NFT on NBA Top Shot is one of the most in-demand for WNBA players, despite retiring over a decade ago. These former athletes, then, have the means to financially back women, improving the women’s sports ecosystem and making cold hard cash in the process.
- Felix’s Saysh is already meeting the moment. It announced a revolutionary policy in April allowing customers to exchange shoes if their size changes during or after pregnancy — no questions asked.
- Wie West, meanwhile, was tapped by Nike after the brand identified women’s sportswear as its next growth opportunity. No better way to begin to close the gender gap of decision-makers at sportswear companies.