The women empowerment movement is gaining momentum, and the footwear industry is taking notice. For starters, Nike dubbed 2019 its year “for women“. And, earlier this summer, Adidas launched its “This Is Her Time” campaign featuring female advocates, pregnant models, and music icon Pharrell Williams. Reebok also joined in with its “It’s A Man’s World” campaign, with a focus on gender equality.
Now, Ryka, a trailblazing footwear company (made for women, by women) is taking the empowerment vibe once “step” further with the launch of fEMPOWER, a collection of walking shoes that aim to inspire and make women feel stronger. (Plus, the sneaks are packed with performance technology.)
The female-focused fitness brand tells Forbes.com that it is more important than ever to make a bold statement, “Consumers want more than just a product, they want to feel good about the brands they support. Ryka wants to continue to propel women’s pursuits forward – from footwear designed specifically for them to support each other in meaningful ways. In all our communications we work to convey the important messages of empowering women, fighting for equality and lifting each other up – because when women come together – we can change the world,” says Product Line Manager for Ryka, Erin VanTrease.
VanTrease says there’s also a general movement towards multi-functional shoes for on-the-go women. The new fEMPOWER collection showcases two main styles, the diffuse and momentum. Both can be found on the company’s website.
Diffuse Sneaker
— Diffuse Sneaker, $85, Ryka
Momentum Sneaker
Women may feel like they can walk a bit longer with the momentum. This irresistible style and innovative technology combine for a walking shoe that sits at the top of its category – featuring a soft custom stretch knit upper with a luxe shimmer Lycra overlay and satin stretch gore which give this shoe a strong and feminine feel. — Momentum Sneaker, $85, Ryka
Do you know of a brand inspiring women? Contact Julie at wegotnews@gmail.com or find her at julieloffredi.com.
