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12/01 E3 Signature Moves
Guest interview: Breanna Stewart. But first a Down the Rabbit Hole segment, where Kate & Jess discuss this n that. The theme: what is The Moment of Epiphany, i.e. the moment when a player realizes she is treated differently from men players. Kate: didn’t have one until age 20, perhaps because it was pre social media. Training table at UColorado with the football team when she was in college. If I recall, Kate asked one of the football players why the team was leaving with their meals unfinished. “Well we have to earn your Nike.” i.e. (K
“We were a product of their hardwork. … I’m a beneficiary, I’m a handout.”
Cut in audio from Chamique Holdsclaw on coaches (attempting to) change with the times. Before some Tenn.event requiring street dress, she complimented Coach Summitt on her sharp outfit, “You’re looking GQ.” Pat trying to master the lingo & mixing up GQ with “QG” when she tried to calm down the team before they participated in a public event by complimenting their outfits.
Back to Breanna: the move to Puma included being the first woman athlete to get a signature shoe. Interview: Stewie will explain why she left Nike for Puma. Stewie (S hereafter): change the “take what you get” from the corporate powers that be. K: what was the impact of the previous year’s bubble & social justice on the decision to leave Nike. To show other female athletes that you don’t just settle just because it’s Nike. Negotiated over Zoom; S was uncertain, since she was playing in Russia at the time. Among other things, regarding design: “What’s going to be the effect on my Achilles?” (
of course). Pandemic effect: with most of the factories shut down, difficult to examine samples. The sneaker will be called The Stewie. Each detail has some reference to her career. [
should mention that K. is a sneaker head and pays close attention to sneaker design & has a closet full of athletic shoes]. K: Did you ever wear one of the Swoopes designs (no); how did women’s sports affect her as she was growing up? K. talks about growing up obsessed with the Knicks, in particular John Starks, watching every game during the regular season. (i.e. the generation before Stewie’s). The Swoopes shoe was the first time she encountered a sneaker brand for a female. K: who’s shoes were you wearing, which player did you emulate, whose poster was in your room. S: men’s shoes, Nike Shocks or the other Nike style (with the holes). S: Big Syracuse fan & heroes were Syracuse players, e.g. Carmello. Also a big UNC fan. Neither K nor S considered WNBA as models at that point in time. No merch, no internet to search it on. Rabbit Hole cut-in: K. (historian of sneakers) notes that Nike started to design merch for women with the start of the WNBA, but the Swoopes brand was discontinued. No marketing dollars were used for the Swoopes shoes. “Shrink it & pink it” was the industry practice: for women, smaller men’s shoes but colored pink because “feminine.” Jess: as an NFL fan, her only options for pro football merch were tighter, pink, & glittery, because that’s what sold. But: “As a young athlete you want to dress like the players.” K: women’s gear is less functional & more ornamental.
Then K does a piece on the history of women's athletic sneakers. One per a year, bought by her dad. Posters were all the male NBA male gods. All men’s shoes. Air Jordans. The first Nike ad in 1994 spotlighting women’s trainers, the Air Swoopes. How it was launched. “Part of the company’s commitment to women’s sports” which turned out to be not much more than cheap marketing; there was no follow-through. K. reads her essay on the details of the shoe’s design; the Nike designer flying down to Texas Tech. to consult w/Sheryl Swoopes. Women at that time were wearing shoes designed for men, which were big and bulky. Only made it in women’s sizes though a lot of men wanted to buy it (says the designer). Audio clip from Seimone Augustus from an NPR interview: women bball players are usually bigger than average, and the shoes were generally too small. Air Swoopes was discontinued in 2002. “I came of age in the brief era where women could have basketball dreams.” Air Swoopes was never replaced with another signature brand. J: her soccer cleats were Adidas Beckhams. Did Mia Ham have a signature shoe at Nike? Yes, w/her name & number, but they weren’t strictly signatures since they weren’t designed for her. Not until 2016 did Adidas issue 2 soccer cleats designed for women. K continues: Nike made shoes that were associated with certain star women bballers: CH, DT, Cynthia Cooper had them, but they weren’t signatures, designed specifically for them nor did they have their names. K reads the marketing copy for the Megan Rapinoe soccer cleat, which is pink, like her hair
(an ironic call out?), with all sorts of subtle marketing icons designed for it. (Jess, unlike K, is not a sneaker head, has no idea what the detailing means,
[like a tourist not being aware of the symbolism of cathedral “decorations”]. BUT: The Rapinoe won’t be sold in stores! K: Nike products are heavily marketed to women, without designing merchandise for women athletes. The Air Swoopes shoes were hard to find, practically “not sold in stores.” Same for: posters, gear, t-shirts.
Back to Stewie with the traditional question about A League of Their Own (Did Dottie drop the ball?. S: Why would I watch it, I was born in 94, pic came out in 92. K & J agree with S that neither of their generations ordinarily would not watch movies made before they were born
[to my horror]. S: I don’t know why Dottie dropped the ball; I’m never going to watch it! K. steers the interview back to her “UConn privilege” obsession, meaning UConn’s outsized influence on the women’s game. S: yes you think of UConn when you think of women’s basketball, but “you still have to play.” Jess protests that this is all K’s idea. But Jess confesses that S contributed to a lot of her sports trauma which she suffered at ND. S tries to pour balm on Jess’s wounded soul: “Notre Dame has 3 of my losses so they hold a special place in my heart as well.” Concluding Rabbit Hole skit on the seeming requirement for women to wear sexy athletic apparel
[Though Serena’s outfit was too sexy for the French Open, if I recall correctly.]