Revolution in the Basketball Market

The world of basketball sneakers is seeing a revolutionary shift, as top sports brands like Puma, Nike, and Adidas recognise the potential of a traditionally underserved market – the WNBA superstars. The shift is a testament to the rising popularity of women’s basketball and the market’s potential for exponential growth.

Breakthrough for Women’s Basketball Sneakers

WNBA stars such as Breanna Stewart, Sabrina Ionescu, and Candace Parker grew up with limited choices, often resorting to men’s sneakers or mundane team shoes. The U.S. basketball sneaker market, valued at around $1.38 billion, has been dominated by men’s shoes, claiming a staggering 71% market share. However, the balance seems to be shifting, with the women’s segment expected to surge rapidly.

Max Staiger, Puma’s global head of basketball, affirms that the increased interest in women’s basketball is translating into product demand. Puma’s re-entry into basketball intended to attract fans, regardless of gender, and they marked a noteworthy moment by providing Stewart with her signature shoe, making her the first WNBA player with a signature shoe since Parker in 2010. The Stewie 1 was launched in 2022, followed by a second edition. Although Puma did not disclose sales figures, the brand’s women’s basketball business tripled since signing Stewart.

Overcoming Past Challenges

Past attempts by brands to create women’s lines, including Nike’s efforts from 1995 to 2006, did not find long-lasting success due to various challenges. These included the perception of inferior products and economic viability. The traditional ‘shrink it and pink it’ strategy, criticized for not addressing the anatomical differences in female feet, often led to a higher injury risk.

However, Stewart’s shoe was designed specifically for her foot, addressing the anatomical differences. Interestingly, Puma aims to cater to a broad audience, with several NBA players sporting her line.

A Fashion Statement and Beyond

Women’s basketball sneakers are not just about performance on the court; they are also making their mark as a lifestyle and fashion statement. Puma has plans to invest further in this market, with the release of a third Stewie sneaker and expanding its roster of female athletes. For Stewart, having her own signature shoe fills a void she experienced as a young player, and she hopes it will become the new normal for future generations, including her daughter, Ruby.