Sports shoe retailer Foot Locker has launched a new platform and associated marketing campaign which aims to empower the next generation of female designers and close the gender gap in sports shoes and streetwear with exclusive capsule collections called ‘Behind Her Label’.
Each collaborator will work with the brand to create an exclusive collection sold in one chosen Foot Locker store in their home city and on the Foot Locker EU webpage.
The retailer aims to elevate the long-time contributions of women which have previously gone unrecognised through a series of tie-ups and the first European partnership is with London based streetwear designer Aida Kiraya – aka Afro Kickz.
Kiraya capsule collection of Vans takes inspiration from her African heritage and 50 pieces from the range are available to buy at Foot Locker from April.
The Afro Kickz sneaker customising brand launched back in 2018 with the aim to create sneakers that were inspired by traditional African imagery and modern black culture.
“My work is inspired by African and black culture; whether that’s other artists or inspirational figures or different parts of African culture. I really think it’s important to celebrate African culture because growing up I didn’t have that many people to look up to,” said Kiraya.
“I also don’t feel like women get a lot of recognition when it comes to streetwear, especially in my line of work. I think it’s really important to highlight women in streetwear, not a lot of people think that women are actually behind the designs they see – when I first started customising, a lot of people would always assume that I was a guy. I feel really honoured to have this platform with Foot Locker, because I feel like it’s a way to not only showcase the fact that I’m a woman but I’m also a black woman doing things that are inspired by where I’m from.”
Foot Locker Europe VP Marketing Carmen Seman added: “Through Behind Her Label, our mission is to help close the gender gap in streetwear culture by providing resources and giving an elevated platform to emerging female streetwear designers. We’re excited about the collaborations with local designers; they are unique, extremely talented and their love for streetwear culture shines through in their respective collections.”
Following the launch in London this April, Behind Her Label will span key European markets such as Paris and Milan this year, before potentially expanding into the Middle East.
The creative dovetails with Foot Locker’s umbrella online ‘Powered By You’ platform which seeks to create a more progressive future for all – regardless of gender, race, sexual orientation, size or ability.
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