Being a woman in the industry I have encountered my fair share of obstacles, but it has also rewarded me in many ways. Like many other women who are shaping the future, I have carved out my own path and gained valuable insights. These experiences have been an integral part of my growth and development both personally and professionally. Words by @jez.rivera

As we honour International Women’s Day in our March calendars, it’s important to remember that celebrating Women in the industry should not be limited to just one day or one month out of the year. While it’s great to have a day dedicated to recognising women’s achievements, it’s equally important to acknowledge their contributions and accomplishments throughout the year.

With this in mind, we're excited to launch a new series – ‘Making Moves: The Women Shaping the Future.’ Showcasing trailblazers within the industry who are boldly disrupting the scene, both in the forefront and behind the scenes. Whether you’re a creative, sportswoman, volunteer, mentor, or business owner, we want to showcase you to inspire those who are following your journey so far and to pass on your valuable knowledge to the next generation.

Working in the sneaker industry has been a fulfilling experience for me, especially since it allowed me to pursue my interests in the creative space. Growing up, I was always drawn to the arts, but as a child of immigrant parents, I was expected to follow the traditional academic route of studying to become a doctor, nurse, lawyer etc. However, I decided to break away from these expectations and pursue a career in the creative and fashion industry, specifically in the sneaker/streetwear industry.

For seven years, I worked in retail for brands like BAPE, Adidas, and JD Sports, alongside my studies and post-graduation. On the shop floor, I was surrounded by products on a daily basis. This allowed me to build my product knowledge, gain a different perspective on trends and classics, acquire insights into the business, and understand the relationship between the retailer and consumer.

I was fortunate enough to be a part of the OG teams that opened new London retail stores such as, the first adidas concept store in the world located in the heart of Shoreditch and BAPE’s first London flagship store in Mayfair. It was a really exciting time for me, as I witnessed the evolution of sneaker culture and the industry first-hand.

One of the best things about working in retail was building strong relationships with customers, clients, and people in the industry. Being part of teams full of like-minded people and connecting with complete strangers on the shop floor was a match made in heaven. Many of whom became lifelong friends, and it’s a wholesome feeling knowing we all shared a common interest – sneakers.

Throughout my career, I have been constantly motivated by the incredible accomplishments of women I admire in this industry, especially the likes of Vashtie, Aleali May, and Yoon Ambush. It has been extremely powerful seeing each one of them execute women-exclusive products with sportswear giants like Nike.

I found it disheartening that Filipino women were underrepresented in the industry. When I started collecting sneakers in 2012, I hardly saw people who looked like me or shared similar interests within the UK sneaker scene.

However, I stumbled across Jess on Instagram (@juicegee) who changed my perspective. I adored her style and admired her collection; she was always unapologetically herself. Jess is a huge sneaker enthusiast and used to have her own business, ‘Small Feet Big Kicks’, which I frequently browsed and window-shopped despite barely earning minimum wage at that time. As a fellow Filipina in the sneaker scene, I valued how expressive she was about her interests and how she represented female sneakerheads.

After lockdown ended, I started feeling like I was outgrowing my position on the shop floor. I decided to create my own social media experience and explored my own passion projects. I landed a job at ‘The Sole Womens’ for The Sole Supplier, which was an amazing opportunity. I gained experience working in a fast-paced environment for an affiliate marketing company that focuses on the latest sneaker news and releases. I also had the chance to explore different forms of creative content during my time there and most importantly gain a better understanding of what purpose I wanted to serve for the sneaker community and in the industry.

Fast forward to the present day, working for Offspring as their Community Marketing Coordinator has been a full circle moment for me. Not only have I been a part of the community since its early days, but the first sneaker campaign I ever featured in was for the group’s Nike campaign for Air Max 1s. Now, I get to work for the Offspring brand. Crazy, right?

My goal is to promote inclusivity of ethnic minorities, emerging creatives and to continue advocating for women in the sneaker industry and workspace. I’m so pleased to be a part of a team that allows me to embrace these avenues.

I feel honoured to have been given the opportunity to represent the community. My mission is to establish new standards for the next generation in a space where we continue to support and empower each other. My aim is to identify the best ways to involve our community in brand partnership campaigns and projects that align with their interests and talents. I’m rooting for everyone who is actively making moves in the scene, and I look forward to seeing a more diverse, genuine group of sneaker enthusiasts in industry roles.

I’ve learned the importance of surrounding myself with the right people who charge me up, believe in my vision and support my work to the fullest.

While it can be challenging to navigate this industry as a woman, there are several things that you can do to succeed and help establish yourself. With our new series ‘Making Moves’ I want to pass on some tokens of advice for those looking to break through into the sneaker space:

1. Stay true to yourself

As cliché as it sounds, the first step to success in the sneaker industry, as in any industry, is to be true to yourself. Authenticity and a strong sense of self are key for women in this space. Don’t mimic someone else’s identity instead embrace your individuality and use it to your advantage. Your perspective and value may be exactly what the industry needs to evolve and grow.

2. Establish a foundation of knowledge

To succeed in the sneaker industry, you need to have a deep understanding of product, the market, the community, and the industry as a whole. Take the time to learn about sneaker design, materials, and production processes. Familiarise yourself with the history of sneaker culture and the major pioneers in the industry.

3. Network and explore mentorship opportunities

Networking is a crucial part of any industry, and the sneaker industry is no exception. Attend sneaker events, release/collection days, panel talks and workshops to meet people in the industry and learn from their experiences. Join online communities and groups where you can connect with other sneaker enthusiasts and industry experts. Build relationships with people who share a passion for sneakers, and don't be afraid to ask for advice or guidance. If there is someone in the industry that inspires you don’t be scared to reach out and seek mentorship opportunities. You’ll never know unless you try. It’s important to surround yourself with people that respect and support your journey in the industry.

4. Trust the process

Be persistent. The sneaker industry is highly competitive, and success doesn't come overnight. You will face setbacks, rejections, and obstacles along the way. But if you're persistent and keep pushing forward, you can achieve your goals. Stay focused on your vision, work hard, and don't give up. Embrace challenges as this will only allow you to grow and develop a wider perspective on topics.

5. Don’t wait around for opportunities; create them!

In a highly competitive industry, it can be challenging to find the right opportunity to showcase your skills and talent. So, create your own opportunities. Start your own sneaker blog, YouTube channel, Tik Tok or Instagram platform. Build a personal brand and showcase your love for sneakers with your own unique perspective. Your passion and drive can open doors that would otherwise remain closed.

Remember, there’s no limit to what you can accomplish if you believe in yourself and stay focused on your vision. Our voices are crucial in shaping the future of sneaker culture. By recognising and celebrating women's contributions to the industry year-round, we can continue to create a more inclusive and diverse community for all sneaker enthusiasts.

Check out more from Jez on Instagram @jez.rivera

If you would like to share your story and get involved in our new series ‘Making Moves: The Women Shaping the Future’ contact: OffspringHQinfo@office.co.uk