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And I’d like to add: as female prominence in sports and brands is supported and grows, let's open the door wide for it to grow in different directions than the existing models. The world of sports (like most areas) has been defined by a male perspective, which as we know has many issues, so let’s not limit success to look like male success.
A small example: the "Jenny Collection” was I believe the first women’s-specific packs ever, for running or otherwise. A focus group (all women) at Ultimate Direction unanimously stated they didn’t relate to the ’star athlete’ promotional model, as they valued community, connections, and cooperation more. So all the design work, testing, and branding was done with that in mind.
So as increasing female participation grows to match the existing metrics, I would also hope it takes sport in new, better, and more progressive directions; this is both an effective brand strategy and a good thing for everyone.
Thank you for reading and for this feedback! It's definitely true that community and connections drive a lot of decision making for female customers. I think some brands forget that.
Nike’s Dream Crazier is the epitome of female forward marketing— and a campaign we look up to regularly as we build our new outdoor brand for women 🙏 Great newsletter with so many wonderful takes & references
Welcome, Allison! I feel like the only way things will fundamentally change is to get more women founders in place. We have had a slew of new running brands but almost all are male founded. And no one is talking about it!
Agreed on all; thank you.
And I’d like to add: as female prominence in sports and brands is supported and grows, let's open the door wide for it to grow in different directions than the existing models. The world of sports (like most areas) has been defined by a male perspective, which as we know has many issues, so let’s not limit success to look like male success.
A small example: the "Jenny Collection” was I believe the first women’s-specific packs ever, for running or otherwise. A focus group (all women) at Ultimate Direction unanimously stated they didn’t relate to the ’star athlete’ promotional model, as they valued community, connections, and cooperation more. So all the design work, testing, and branding was done with that in mind.
So as increasing female participation grows to match the existing metrics, I would also hope it takes sport in new, better, and more progressive directions; this is both an effective brand strategy and a good thing for everyone.
Thank you for reading and for this feedback! It's definitely true that community and connections drive a lot of decision making for female customers. I think some brands forget that.
Nike’s Dream Crazier is the epitome of female forward marketing— and a campaign we look up to regularly as we build our new outdoor brand for women 🙏 Great newsletter with so many wonderful takes & references
So much knowledge dropped here! Love this. Thanks for sharing!
Welcome, Allison! I feel like the only way things will fundamentally change is to get more women founders in place. We have had a slew of new running brands but almost all are male founded. And no one is talking about it!
2nd this! More female founded run focused brands are needed!
Didn't even think of that! Oiselle and Hettas are the only 2 that come to mind.
Pruzan, Saysh, Rabbit but they get none of the buzz!
Great article Allison
Weighing in on the female running brand founders - Please take a look at my women's brand ORITHYIA
www.orithyia.nyc
Greatly appreciate your thoughts/suggestions
Wayne's World 2