This episode spotlights Aleali May, a designer and model, and her impactful journey breaking gender barriers in the sneaker industry, particularly with Air Jordan. It provides key insights into leveraging authentic storytelling in product design and the critical importance of inclusivity to broaden market reach. Ecommerce operators will learn the value of unique perspectives in brand collaboration and strategies for tapping into underserved markets.
Key takeaways
Authentic storytelling is crucial for connecting with consumers; personalize product narratives to resonate deeply, as Aleali May did with Air Jordan by focusing on what story she could tell for women.
Actively champion inclusivity in product design and marketing to broaden market appeal and tap into previously underserved demographics, as demonstrated by May's initiatives to include more women's brands and ideas.
Collaborate with influential figures who possess unique perspectives and a dedicated following to access new markets and enhance brand credibility, mirroring May's partnership with Jordan Brand and her work with Virgil Abloh and Don C.
Embrace new retail and promotional channels like livestream shopping and virtual festivals to engage consumers with exclusive drops and experiential content, as seen with May's co-hosting of the "Transfer" virtual festival on NTWRK.
When Vashtie Kola became the first woman to design a Jordan sneaker in 2010 -- 25 years after the dawn of the shoe's revolutionary debut -- it was a feat for a woman to break into the boys club that is streetwear. Fortunately, Aleali May, a style consultant, designer and model, continued to break down the gendered walls of the sneaker industry in 2017.
But for May, because "it's taken this long" to bring another female voice into the forefront of the design process, pledging to "get this whole women's market rolling," has been crucial in her journey with the Jordan brand, she said on this week's Glossy Podcast.
After working at RSVP Gallery, an upscale and streetwear retailer in Chicago owned by Virgil Abloh and Don C, May was offered the opportunity to make her own mark in Jordan history. And with that opportunity came the guiding question of storytelling.
With Air Jordan, “Every silhouette has its own story,” said May. As a force integral to both the ins and outs of the fashion industry, May’s unique perspective on the industry has continued to evolve, specifically concerning the peaks and troughs of the pandemic and its impact on inclusivity within the industry as a whole. In terms of design, May continues to make her mark in the traditionally male-dominated sneaker industry. “The more seasoned I get in this, the more willing I am to try out new silhouettes,” she said. And looking towards the future of streetwear and the fashion industry, “My whole focus is [to try] to include more women's brands, more women's ideas, more women's products, and, of course, unisex as well,” said May. This week, on October 6-7, she's co-hosting Transfer, a two-day virtual festival on the livestream shopping platform NTWRK. It will feature exclusive drops from brands including Nike and Hood by Air, as well as experiential creator content, among other components.
Authentic storytelling is crucial for connecting with consumers; personalize product narratives to resonate deeply, as Aleali May did with Air Jordan by focusing on what story she could tell for women.
What does this episode say about retail & omnichannel?
Actively champion inclusivity in product design and marketing to broaden market appeal and tap into previously underserved demographics, as demonstrated by May's initiatives to include more women's brands and ideas.
What does this episode say about product & merchandising?
Collaborate with influential figures who possess unique perspectives and a dedicated following to access new markets and enhance brand credibility, mirroring May's partnership with Jordan Brand and her work with Virgil Abloh and Don C.
What does this episode say about founder & leadership?
Embrace new retail and promotional channels like livestream shopping and virtual festivals to engage consumers with exclusive drops and experiential content, as seen with May's co-hosting of the "Transfer" virtual festival on NTWRK.
