Female Sneakerhead
A month-long campaign to remove gender from the sneakerhead conversation and celebrate the community.
Background
From 2020-2021, the women’s sneaker category on eBay grew more than 80% and sales of men’s sneakers bought by female shoppers doubled. Despite driving the market, female sneaker collectors were not being treated as equals or fully included by the sneaker industry and community. As International Women’s Month approached, eBay used this cultural moment to call for greater inclusivity in the sneaker community.
What we did
eBay launched a month-long program dedicated to gender equality in the sneakerhead community for Women’s History Month. At kick-off, eBay and Esther Wallace of Playa Society launched a limited-edition line of “Female Sneakerhead” merch designed to spark conversation about gender equality in the community. The program continued with a curated shop featuring notable female sneakerheads and their top sneaker picks, and culminated with a drop of one of the largest and most unique collections of sneakers—2,200 pairs owned by Chicks with Kicks, sold exclusively on eBay.
The Merchandise
Social Output
“eBay Is Celebrating Female Sneaker Fans With Latest Initiative.”
Sole Collector
20M+
impressions as a result of working with authentic female sneakerhead influencers like Taylor Davis, Alisse Marie, and Bianca DeRousse
The Reaction
307k
total in-feed engagements successfully generating audience excitement and brand love
114
social stories and in-feed posts shared by influencer partners spreading the message of eBay’s Female Sneakerhead campaign and encouraging conversation