Trailblazers
A campaign celebrating the women who helped create sneaker culture, and an exclusive drop featuring the kicks that wouldn’t exist without them.
Background
From designing some of the most coveted kicks to leading the coolest brand collabs, women have been propelling sneaker culture forward for decades. In celebration of Women’s History Month, eBay wanted to pay homage to these important women in the sneaker community who rarely get the spotlight.
What we did
eBay kicked off Women’s History Month by unveiling the Trailblazers Collection – a one-of-a-kind sneaker drop that combined beloved styles with incredible backstories – all to celebrate female trailblazers within the sneaker community. eBay partnered with Breanna Stewart, the first WNBA player with her own signature shoe in 10 years, and Vashtie Kola, the first woman non-athlete to design a pair of Jordans to help curate the collection featuring iconic sneakers like the Nike Air Mag, Reebok Shaq Attack 1, Nike Air Swoopes, Casablanca x New Balance 327, Adidas Stella McCartney Ultraboost 22 and more.
Breanna Stewart
Breanna Stewart has been rewriting women’s basketball record books for over a decade, winning multiple championships, MVPs, and Gold Medals in the process. Following in the path of trailblazers like Sheryl Swoopes, “Stewie” will become the first WNBA player to have a signature shoe in 10 years. An activist off the court, Stewie has campaigned for equality in women’s sports coverage, supported the BLM movement with her WNBA colleagues, and fought for LGBTQ causes as a proud member of the community.
Vashtie Kola
In 2010, Vashtie Kola (Va$htie) became the first woman (non-athlete) to design a pair of Jordans. While it was a magical life-changing moment for her, it was frustrating it took so long to happen. To Vashtie, the achievement was not hers alone but truly belonged to every female sneakerhead. Vashtie is a creative force beyond the sneaker space; holding director, filmmaker, artist, designer, creative consultant, and DJ titles.
Social Output
680M+
earned impressions driven by unique stories in Yahoo! Sports, Footwear News, ESSENCE Sports Illustrated, and more
The Reaction
1.12M
impressions garnered on social media
“eBay Celebrates Women's History Month With Capsule Honoring Top Women In Sneaker Culture.”
Essence
18k+
visits to the Trailblazers Collection landing page on eBay.com
“eBay to Celebrate Women’s Influence on Sneaker Culture With the ‘Trailblazers Collection.’”
Footwear News
“eBay celebrates Women's History Month in March 2022 with a carefully curated collection of sneakers dubbed 'Trailblazers Collection.' Click here to learn more.”
Complex
