For decades, sneaker culture has been dominated by male collectors, athletes, and hype cycles. Women were positioned as secondary consumers - often limited to “shrink it and pink it” product strategies. By 2025, this dynamic has shifted. StockX, in partnership with SELF magazine, released a joint report as part of the 2025 Sneaker Awards that confirmed what was already visible on streets, social feeds, and courts: women are not participating in sneaker culture; they’re propelling it forward.

Challenge

Brands have historically underinvested in women’s sneaker culture, relying on male athletes and male-driven collaborations to drive hype. As the resale economy expanded and cultural influence shifted, the question became: what happens when women stop being the afterthought and start driving the demand?

Approach

The StockX x SELF report combined marketplace data with cultural context to measure the impact of women on sneaker culture.

Analysed resale growth by gendered purchase behaviour.
Identified emerging unisex-forward trends, particularly Salomon and Asics.
Cross-referenced cultural drivers such as the rise of WNBA athletes and women-led collaborations.

Findings

Growth Rate: Women’s sneaker sales have grown at twice the rate of men’s on resale platforms (StockX, 2025).
Category Shifts: Performance-first brands like Salomon and Asics gained cultural heat largely through women adopting them early.
Athlete Influence: The WNBA’s surge in popularity (viewership up 36% YoY, Sports Business Journal, 2025) is directly fuelling sneaker demand and brand investment.
Spending Power: Women now account for over 40% of total sneaker spend (NPD, 2024), up from 25% five years ago.

Impact

Commercially, this shift repositions women as a growth engine in the sneaker economy, not a niche market.
Culturally, women athletes and sneakerheads are now trendsetters, with resale cycles increasingly shaped by female demand.
Creatively, unisex-forward design is becoming the default, driven by female consumers’ rejection of gendered aesthetics.

Strategic Takeaways

Women are leading, not following. Treat them as tastemakers and drivers of sneaker culture.
Athletes matter. WNBA partnerships and authentic athlete storytelling are key levers for brand relevance.
Unisex is the new normal. Performance/lifestyle crossovers will continue to thrive as women blur utility and style.
Legacy gaps remain. Brands that treat women’s drops as secondary risk cultural irrelevance and commercial stagnation.

Looking Ahead

Expect more signature sneakers for women athletes, not just size runs or colourway spin-offs. WNBA visibility and female-led collaborations will accelerate, while resale data will increasingly reflect women’s buying power. The danger lies in brands overcorrecting with tokenistic pink-washing—authentic, long-term commitment to women’s culture will define the winners.