The Sneakerhead Future Is Female

On March 8 we celebrate International Women’s Day by acknowledging the strong females paving the way every day for the next generation of leaders. Certainly, there’s no better time to shed light on those who came before us and recognize the women who are forging the path for gender equalities in male-dominated industries. One area that is often unacknowledged for its misrepresentation is the sneaker industry, which notoriously has been male-driven and targeted to the male sneakerhead consumer. Sneaker culture is all about self-expression, making a statement and style, all of which seem to make for a very gender-neutral hobby, which is evident in the growing number of female sneakerheads; however, inclusivity for women is missing in sneaker culture. The sneaker industry has placed roadblocks for female sneakerheads, from the shoe sizes being tailored for men to the overall design and branding behind a shoe being targeted to the male audience. This year’s International Women’s Day theme is #BreakingTheBias, which means encouraging a world that’s diverse, equitable and inclusive while freeing us from bias, stereotypes and discrimination. What better time than now to highlight the voice of a female sneakerhead who knows all too well the injustices in the industry? We chatted with Shireen Edross, who has been a sneakerhead for over 20 years and is now the head of sneakers at eBay Canada, about how she’s using her platform and voice to make a difference. —Noa Nichol

Hi Shireen! Tell us a bit about yourself.

I am the head of sneakers for eBay Canada and I love my Air Jordans!

International Women’s Day is coming up, and there’s no better time to recognize the women who are forging the path for gender equalities in male-dominated industries. One area that is often unacknowledged for its misrepresentation is the sneaker industry, which notoriously has been male-driven and targeted to the male sneakerhead consumer. How are you involved in this niche, and why do you think more women aren’t in the space, or are under-represented in sneaker culture?

I feel very fortunate that I am able to work in the sneaker industry. I have always loved sneakers and now my love of sneakers has transferred to a career in sneakers. Thirteen-year-old Shireen would not have dreamed of a job as the Head of Sneakers for eBay Canada but here we are! Taking steps forward. As for my involvement, I am here to help our sellers grow their sneaker business on eBay, bring inventory, campaigns and fun promotions to our site for our buyers and then bring these two groups together on a trusted marketplace with our amazing  Authenticity Guarantee program, where select new and pre-owned sneakers over $100 sold on eBay are fully vetted and verified  by a team of industry experts. I think there are lots of women in the space, I know a few and love uncovering more and hope to continue to see more and more female representation in sneakers. I think you will hear about more female designers, creatives, and business leaders in this space. Social media has a way of helping that along!

What roadblocks are present that are specific to female sneakerheads? How does this impact women overall?

I find the biggest roadblocks for me is the lack of female sizing and availability. I’m really surprised that on a retro Jordan release only men, grade school, and child sizes are available and the industry calls this “Full Family Sizing”. It gives a feeling of exclusion and this community is so inclusive that I hope things start to change.

What, to you, is sneaker culture all about?

For me, sneaker culture is heavily influenced by black culture. I fell in love with sneakers because of Michael Jordan and his 3-Peat, listening to Nelly rap about his Air Force 1s and seeing Denzel Washington in the Air Jordan 13s in the movie He Got Game. Sneaker culture is so rich with stories as well, that’s what we love about our sneakers, it’s not just the colours, it’s the story that those sneakers represent, or the moment in time stamped in your mind of the winning shot.

What do you love most about sneaker style?

They are so versatile. I can wear them with sweats and then turn around and rock them with a dress. Plus the colourways from the bright and bold to the neutral and muted, there is such an array and an outfit for every one. And I love the way I feel. There is a level of confidence I feel when I put on my sneakers.

Why do you think more women can/should get excited about sneaker culture? What opportunities lie in the space?

Women are creating their own opportunities. Finding ways to incorporate their passions with purpose or creativity or commerce. This is what everyone should get excited about when it comes to sneakers. And honestly, if you want to start your sneakers collection on eBay, whether buying or selling, just get started. There’s so many stories of females coming onto the site and finding success in their passions. So just get started, you never know where your passions will lead you.

How do you use your platform and voice, as head of sneakers at eBay Canada, to make a difference?

As I mentioned, I feel sneaker culture is black culture and I would be remised if I did not use this opportunity to enable and empower the marginalized communities in our country through our platform. Whether it is bringing on charities like Lay-Up Basketball for our Give at Checkout program, teaming up with 1MoreWear to give backpacks and new sneakers to kids in the Kingston/Galloway area or a charity auction for Soles4Souls, giving back is very important to me personally and to eBay. Just recently we collaborated with prominent designer George Sully on an exclusive sneaker collaboration, where 100 per cent of the proceeds go to the Black Designers of Canada charity. You can learn more about the collab, the charity and the sneakers at ebay.ca/georgesully. Later in March eBay Canada is also teaming up with Lay-Up Basketball, where I am going to speak to the kids about career opportunities outside of professional sports, a way to stay connected to your passions and community….like sneakers. eBay is all about connecting communities, so I love that supporting and amplifying these great initiatives is such an important part of my role.

What is YOUR sneaker style? Is it consistent, or always changing? What are you loving at the moment, and what do you see trending in 2022, as we head into spring and summer?

That’s tough, I guess my sneaker style is a bit more classic and my sneaker shopping is a lot more intentional now, I don’t tend to get every colourway that is dropped every week.  I love my classic Jordans, 1,3,4 and 11 are my favourites. Right now I really love the A Ma Maniere x Jordan releases. The different materials, textures, intricate details, the experience leading up to the drops and the whole unboxing experience, James Whitner has just taken it to a whole new level. As we head into spring, I’m seeing a lot of earth tones and neutrals for colourways.

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