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Girls Got Kicks – Empowering the Next Generation of Female Sneakerheads

The Girls Got Kicks movement arose over a decade ago from founder Lori Lobenstine’s desire to break down outdated stereotypes surrounding female sneaker fandom. Through her pioneering website FemaleSneakerFiend.com, launched in 2005, Lori created an inclusive online community for sneaker-loving girls and women worldwide. However, she recognized that many female sneakerheads remained hesitant to fully embrace their passion, feeling unsure if their interest in streetwear and kicks truly fit narrow societal perceptions of appropriate femininity. Determined to empower the next generation, Lori embarked on an ambitious mission – to document and celebrate the diverse spectrum of pioneers who were boldly redefining what it means to be a sneakerhead through their own unique personalities and flair, rather than prescribed appearances or interests.

Partnering with renowned photographer Amanda Lopez, Lori began traveling the globe to capture portraits of female sneakerheads in authentically representative environments. From bedrooms decorated with cherished collections to neighborhood basketball courts where passion for the game sparked brand loyalty, Amanda aimed to highlight identity as multifaceted – as far richer and more complex than any single attribute. Her goal was to convey the authentic personalities and flair of each subject above potentially limiting exterior factors like geography, background or physical attributes.

Through Amanda’s lens, the book Girls Got Kicks took shape, telling over 100 empowering stories from all corners of the community. From indie designers to professional athletes, artists to students and beyond, the diversity within was celebrated. Common threads of confidence, creativity and drive to dismantle barriers united these pioneering figures transforming perceptions from the grassroots up. Upon release in 2010, the book was an instant success, serving as proof that the female sneakerhead demographic was a significant force eagerly awaiting proper mainstream recognition and offerings befitting their authentic selves. Feedback from readers highlighted how impactful it was to see their interests and identities represented in this light. The book gave young girls confidence to embrace sneaker fandom without fear of judgement.

Inspired by the community’s enthusiastic reception, Lori and Amanda continued their advocacy through various initiatives over the following years. Online, FemaleSneakerFiend.com grew into a beloved global safe haven and meeting place for the community. The site hosted forums for sneakerheads around the world to connect, blogs to showcase customization projects and profiles, and a comprehensive database of releases. Offline, the duo organized the first Ever Girls Got Kicks conference and expo in 2013, bringing local scenes together across perceived divisions to strengthen bonds. Over 500 sneaker enthusiasts from nearly 20 countries attended the inaugural event in Miami. Workshop sessions taught skills like customization techniques while a massive sneaker marketplace and scavenger hunt further fostered connections. Through it all, their message remained steadfast – that individual talents and flair, when united under a spirit of openness and support, could collectively empower girls everywhere to break boundaries in sneaker culture and beyond.

It was this foundation of uplifting others through authentic self-expression that Nike sought to champion when approaching Lori about a potential partnership in 2015. Seeing the impact of her decade-long work dismantling barriers through creative expression, Nike recognized an opportunity to not only celebrate the community but empower the next generation of grassroots leaders. By officially collaborating with Girls Got Kicks, Nike aimed to bring mainstream visibility and recognition to the thriving community of female sneakerheads that Lori had spent years cultivating from the ground up. Thus, the Girls Got Kicks collection was born – a line of apparel and footwear dedicated to representing the vibrant diversity of female sneaker fandom while encouraging individuality.

Rather than restrictive silhouettes or overly-gendered design cues, the line incorporated the lesson of community through inclusive sizing and flexible fabrics empowering natural movement. Graphics paid homage to trailblazers while subtle branding maintained accessibility. Colors drew inspiration from snapshots within the book capturing individual flair. Most importantly, the Girls Got Kicks vision encompassed much more than product – it was a philosophy of bringing together locals scenes, uplifting emerging voices, supporting grassroots initiatives and serving as reminder that unwritten futures remain to be shaped. The debut collection was an instant success, resonating strongly with the community Lori had spent over a decade cultivating. Young girls excitedly shared photos of themselves in their new kicks, expressing how empowered the line made them feel to authentically love sneakers.

In the years since, the collection has evolved alongside the community’s growth, continually striving to be more inclusive and representative. New collaborations from indie brands like Booji, Keep and ASAP introduced fresh perspectives from diverse designers. Retro iterations saluted milestones in the decade-long advocacy journey, allowing fans to relive iconic silhouettes with updated graphics. Events like regional Girls Got Camps brought workshopping, skills shares and connections to a new generation of up-and-coming sneakerheads. Over 500 girls have attended the camps held in cities across North America and Europe. Strategic partnerships amplified voices raising others through platforms like Anti Social Social Club and Melody Ehsani’s MEFEATER label and store, showcasing customization talent. Fundraising initiatives supported groups addressing intersectional challenges like increasing diversity in male-dominated sports.

Most recently, Nike expanded the vision globally with the Girls Got World platform. Launched in 2019, Girls Got World highlights stories from all corners of the planet to cultivate an inclusive sense of belonging beyond borders. Workshop tours in cities from Tokyo to London to Nairobi have directly engaged over 1000 youth, empowering the next generation of leaders with skills like tailoring and marketing as well as networking connections. Online content portrays the breadth of styles and customs within international communities to welcome exploration of diverse perspectives. Preliminary surveys showed the platform increased participants‘ confidence in their sneaker passions as well as cultural awareness.

As the Girls Got Kicks movement heads into its second decade, the possibilities ahead remain unwritten. For youth determined to leave their mark with distinction and flair, Nike ensures the necessary tools, community and inspiration to reach ever higher. From grassroots advocacy cultivating local communities to global recognition and partnerships inspiring myriad voices worldwide, the journey so far proves one truth – when we empower each other authentically as individuals yet stand united, the best remains ahead to be achieved together. The future remains bright for sneaker fandom’s next generation of leaders.