The idea popped into Bria Janelle’s head in an unlikely place, but it didn’t come out of nowhere.
“I was in the shower one day and thought to myself, ‘WNBA Kicks,’ ” recalled Janelle, a former Division II college basketball player turned professional entertainment emcee and in-arena host. She envisioned a platform that, for some reason, had never been created — one dedicated to women, the WNBA and sneakers.
“People say out of frustration comes creation,” said Janelle, a native of Snellville, Georgia, which is about 35 minutes east of Atlanta. “I’ve always had an interest in shoes and the whole aspect of seeing what different outlets have done with sneakers. But I realized it was so saturated on the male side, and NBA side, of sneakers. I’m like, ‘Everybody is doing the same exact thing … how can I do something so far-fetched, so different that no one is even thinking about?’ ”
An injury ended Janelle’s playing career after three years at Mars Hill University in North Carolina, leading her to transfer to Georgia Southern University, where she graduated in 2011 with a degree in radio and television broadcasting. On-air campus appearances led to opportunities in Atlanta radio, and eventually a career. Over the past several years, Janelle has toured as emcee with WWE, worked with the Atlanta Hawks on a monthly web show and served as a host for the McDonald’s All American Game. Success in the field provided Janelle the means to grow her sneaker collection, which now checks in at about 130 pairs. Eventually, she wanted to find a way to represent a subculture of people like her: female sneakerheads.
Janelle was inspired by the WNBA’s biggest sneakerhead, Tamera “Ty” Young, who in 2008 became the first draft pick in the history of the Atlanta Dream franchise. Young, who now plays for the Las Vegas Aces but keeps her primary residence in Atlanta, has a massive sneaker collection that exceeds 600 pairs, even though she’s never had an endorsement deal with a sportswear brand.
“Ty Young being in Atlanta for years, you peep her at different events and it was like, ‘Yo, I’ve never seen her double up on a pair of sneakers,’ ” Janelle said. In the lead-up to the 2018 WNBA season, she ran into Young and told her she had something in the works. Janelle also hit up one of her close friends in the league, Alex Bentley, a member of the Connecticut Sun at the time who was playing overseas during the WNBA’s offseason.
“I never forget. It was like 3 o’clock in the morning in Russia and I said, ‘Hey, I got an idea. What do you think about this?’ ” Janelle recalled of her conversation with Bentley, who now plays for the Dream. “She said, ‘That’s dope. No one’s covered the WNBA’s sneaker culture. … Go for it. You’ve got my support.’ ”
But to make this thing work, Janelle needed help. So she reached out to Melani Carter, a sports producer who shared a similar frustration about the lack of WNBA coverage, having spent four years working at Turner Sports on NBA TV and NBA League Pass. The two friends remember meeting at a restaurant one night in Atlanta and talking for hours.
“As we started strategizing, I was saying, ‘This could be a segue into really showcasing women in another light,’ ” said Carter, who’s been collecting shoes since the early 2000s. “And what better way to start … than with sneaker culture?”
In February 2018, Janelle and Carter co-founded @WNBAKicks. And for the past year, the platform’s Instagram and Twitter accounts have served as the authoritative voice of sneakers in the WNBA despite not being officially affiliated with the league. Original video, interviews and, most notably, exclusive photos and videos of shoes players are copping and lacing up on and off the court — WNBA Kicks offers all this and more.
“We’ve never really had anything like WNBA Kicks,” said Seattle Storm point guard Sue Bird, a 17-year veteran and three-time league champion, in April at the 2019 WNBA draft. “Yeah, the WNBA page can post our shoes, but sometimes you need people on the outside, different voices, to show people what’s what. To have this separate page that’s completely independent, showing the sneakers that we wear and really our personalities, it’s crucial.”
WNBA Kicks has amassed more than 20,000 followers on Instagram and another 2,300 on Twitter. It’s an operation that quickly transformed into a legit media outlet after establishing a network of contributors in WNBA markets across the country and expanding its staff to include a head of marketing and digital strategist. Now, the start of the 2019 WNBA season brings the launch of madeforthew.com, marking the next chapter for a platform that’s evolved from the unique vision of its two co-founders.
“WNBA Kicks has become that safe haven for WNBA players,” Janelle said. “We told them, ‘Trust us to tell your story and show how dope you are, and we won’t steer you wrong.’ … It’s not about athletic ability, sexuality or the themes you always see talked about surrounding the WNBA. It’s about the fact that these players have sneaker collections just as good as some of the guys, if not better. And here’s a platform — just for them.”
What makes WNBA Kicks so authentic is players in the league support the platform 100% by providing daily content.
“Whenever they need a photo of my shoes, I’m always open to sending it to them,” said Phoenix Mercury guard Essence Carson. “The check-ins, they’re great, especially when a lot of players are gone and playing abroad in the offseason. It’s a good way to keep the fans’ attention and have them interact with the players.”
When Young uploads a picture of the sneakers she’s wearing to her Instagram Stories, she often tags @WNBAKicks. Janelle will then reach out for the original image to post on the page. Sometimes, Young even sends photos to the account via direct message so the platform can exclusively share the latest shoes she’s picked up.
“The cool thing is you have players taking pictures and videos of their own shoes or their teammates’ shoes to post on that page,” said retired WNBA Hall of Famer and ESPN analyst Rebecca Lobo. “It’s not like they’re always posting themselves. The players are doing it for WNBA Kicks. I think that’s a really, really cool thing. It’s a partnership in a way.”
Sneaker culture in the WNBA has evolved quite a bit since Lobo played in the league from 1997 to 2003 and received her own signature shoe from Reebok, called The Lobo, during her rookie season.
“The only sneakers that were really covered back then were the Nike Air Swoopes, because Sheryl Swoopes was the first woman to have a signature shoe. That was a really big deal,” Lobo said. “In my generation, they didn’t even make women’s basketball sneakers. You figured out which men’s size you wore, because they didn’t even have them in women’s sizes. Sneakers in the WNBA weren’t really a thing. For the most part, everybody in the league wore the same style of shoe.”
The landscape has also changed since Carson and Young entered the WNBA more than a decade ago after being taken back-to-back with the seventh and eighth overall picks, respectively, in the 2008 draft. At the time, the WNBA was sponsored by Adidas, and strict uniform guidelines required players to wear league-approved shoes that were either predominantly white or black. Two years later in 2010, Instagram was founded as a social network that fostered creativity and expression while helping people transform into their own brands. And in the realm of style and fashion, Instagram became a place where both men and women could put on a display of their passion for sneakers.
“In previous years, women weren’t really looked at as sneakerheads,” Carson said. “But over the course of time, in the sneaker community, you’ve seen that change. As women move forward, so does the WNBA, because we’re women first and basketball players second. And now we have the platform to showcase that we can push sneaker culture even further.”
There’s a new era in the WNBA of players wearing whatever sneakers they want, whenever they want, due in large part to the emergence of WNBA Kicks in 2018.
“Last year, because of WNBA Kicks, people wanted to have more heat for games,” Young said. “They wanted to get that notoriety on social media. Like, ‘Oh, look what shoes she’s wearing!’ It made people who weren’t sneakerheads before want to bring out exclusive shoes or stuff that was more cool to show out. It became a popular trend, something to do.”
“The most unique thing we’ve did is attract the brands to the players,” Carter said. “So if brands said, ‘We don’t know if she has a following … we don’t know if she could help sell a product,’ we were showing them that they can. … It’s really about more than just sneakers.”
Janelle recalls a conversation she and Carter had with a sportswear company (the identity of which they chose not to disclose) in which they learned that the brand had sent out more pairs of sneakers to WNBA players last season than it did in the past 10 years. “Players were requesting shoes,” Janelle said, “because they wanted to be on the page.”
In the early days of the platform, Janelle and Carter wanted to ensure they acknowledged the players in the league with the hottest shoes. So last May, WNBA Kicks dropped its 2018 “Top 10 Sneakerheads List.”
“We really didn’t think it was going to be controversial,” Carter said. “It was more so like, ‘Let’s get this out there. Let’s let people know we’re here.’ When we released the list, people were like, ‘I didn’t make it? How am I No. 10? How am I No. 8? Why is she No. 1?’ Some players were mad. This was league news at this point. So it was like, ‘OK. This has to be our staple.’ That Top 10 list was the point that we can say the players really started paying attention, and the fans did too.”
The full list:
10. Monique Currie, Washington Mystics (now retired)
9. Elena Delle Donne, Washington Mystics
8. Breanna Stewart, Seattle Storm
7. Alex Bentley, Connecticut Sun (now of the Atlanta Dream)
6. Sue Bird, Seattle Storm
5. Erica Wheeler, Indiana Fever
4. Seimone Augustus, Minnesota Lynx
3. Epiphanny Prince, New York Liberty
2. Cappie Pondexter, Los Angeles Sparks/Indiana Fever (now retired)
1. Tamera Young, Las Vegas Aces
“When it got to No. 1, a lot of people didn’t expect it to be me,” Young said. “People didn’t know at the time how many kicks I had or how much I was into this. But it was a great feeling to know that something I’ve always loved I got notoriety for — even without having a shoe deal. I did this on my own. This is a hobby. I love sneakers. And I’ve always been that way, even since I was a little girl. I’m not just a collector. I wear all my kicks. So I thought it was superdope.”
Will she defend her crown in 2019?
“Of course. Not much has really changed. People have been showing all of their sneakers, but I don’t think anybody is topping me,” said Young, who in 2018, for the first time in her career, was posted on mainstream sneaker platforms such as @brkicks and @slamkicks. “WNBA Kicks started bringing different attention to us. I’ve never been a signed athlete, so people didn’t even know the type of heat I had.”
Hoping to capitalize on the trend of viral online challenges, the platform launched the #WNBAKicksChallenge, which encouraged players, broadcasters, coaches, fans and others to take a video showing off their collections, then dare others to do the same. The Minnesota Lynx’s Seimone Augustus, Indiana Fever’s Erica Wheeler, Chicago Sky’s Diamond DeShields and more active players partook, while retired WNBA stars such as Lobo, Tina Thompson, Dawn Staleyand Lisa Leslie also got involved. ESPN sideline reporter Holly Rowe even did the challenge and showed off her favorite pair of sneakers, which were given to her by WNBA sisters Nneka and Chiney Ogwumike when Rowe was first diagnosed with cancer.
“WNBA Kicks is showing we got sneakers like P.J. Tucker, James Harden or Kyrie Irving,” said Seattle Storm guard Shavonte Zellous. “To showcase what we have is a blessing, so everybody can stop putting us in a box and expand their brains a little bit.”
WNBA Kicks has even put the NBA on notice. Tucker, Harden and their Houston Rockets teammate Chris Paul have all been interviewed by the platform, and Irving has reposted one of its videos to his Instagram. Future NBA Hall of Famer Dwyane Wade posted a picture of Young after she became the first WNBA player to wear a pair of his signature Li-Ning Way of Wades, ending the caption with @wnbakicks.
“We randomly saw the page, and it was verified,” Carter said. “I was tryna figure out who made it, and if it was an independent site like ours.”
That’s right — @WNBAKicks launched nine months before @NBAKicks. “A coincidence? I don’t know,” Janelle said. “The NBA has been around for so long. We started WNBA Kicks, then NBA Kicks pops up. It was like, ‘All right, well, somebody’s paying attention.’ ”
Yet, Janelle and Carter truly knew they had created something special when Lobo showed WNBA Kicks some love live on air during the 2018 WNBA All-Star Game.
“I’d been following them for a while and really enjoyed their content,” Lobo said. “In a production meeting, we said we were gonna come out of a commercial break and show some of the players’ shoes … so I knew I was gonna give them a shout. It feels to me that they’re the ones leading the charge in terms of exposing the fans to what the WNBA women are wearing. It seemed fair and only right that we let people know about them.”
So, heading into season two, what’s next for WNBA Kicks? The strategy seems to revolve around the platform’s newly launched website.
“Being a social media page is only going to get you so far,” Janelle said. “For us, the dot-com is what everyone respects. It was about wanting to have that next level. We wanted to be able to explain that we’re not just a fan page. We’re a full-fledged, running site.”
WNBA sneakerheads such as Young and Wheeler hope to see a stronger backing of the platform from the league.
“I don’t think the WNBA shines a light on WNBA Kicks as much as they should. I don’t think they give them enough credit,” Wheeler said. “WNBA Kicks knows what they’re doing. They’re up to date, they’re with the times. And they’re with us as players.”
WNBA Kicks has come a long way since Janelle paired those two words.
“To this day, I tell Bria, ‘Keep this going,’ ” Zellous said. “It’s really helping us … and it’s crazy because it’s kicks that are helping people get in tune with our league.”
Yet, if there’s one thing that the two co-founders of WNBA Kicks have never seemed to lose sight of, it’s that the platform is about much more than sneakers.
“Our whole purpose is to leave the league better than we found it,” Janelle said. “If we do our part, then we’re on the right track. How do we get more fans into seats? How do we get arenas full? If sneakers is the way, or at least a starting point, I think we can feel like we did something right.”
Aaron Dodson is an associate editor at The Undefeated. Often mistaken for Aaron Dobson, formerly of the New England Patriots and Arizona Cardinals, he was one letter away from being an NFL wide receiver.
Source: The Undefeated