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The gaming world is notoriously hostile to women.
Gamergate, a controversy that lasts for about six years after it began, has shown that while the world has moved on, it still has a long way to go before it is a truly inclusive place for all. The problem of video game sexism goes beyond the online community itself, and even extends to the fashion it inspires.
While men have a multitude of options when it comes to playwear, particularly sneakers, women and non-binary gamers do not have the same level of choice. Shoe releases geared towards non-male players often seem like an afterthought, with options that are slightly different and follow gender stereotypes. Arguably better designs are reserved for men or people who can fit larger shoe sizes. Silhouettes with popular female characters are not made in sizes that fit real women, while others only have such designs available for children. So why can’t game and shoe companies figure this out?
In 2016, there was a highly anticipated Nintendo collaboration with Vans. The retro-inspired aesthetic styles of old-school NES pixelated art and the designs of the wildly popular Nintendo. Super Mario Bros. franchise. Sadly, many of the styles in this collection were offered in men’s sizes only. Other designs, such as one featuring Princess Peach, were only offered in children’s sizes. It was disappointing because some people couldn’t get what they wanted due to a lack of size options.
Options (or lack thereof)
With Nintendo Super Mario Bros. Approaching its 35th anniversary, there are more of this type of collaborations coming from different footwear companies, looking to capitalize on the event with their interpretation of retro designs. Puma recently launched a collaboration to celebrate Super Mario with a selection of styles that, like the Vans collaboration with Nintendo, are a throwback to the golden age of the NES. It’s a space that players of various backgrounds, not just men, are eager to remember fondly.
Mandie Roman is a mid-1930s Twitch video game streamer AKA Geeky Glamorous and consumer products consultant based in Los Angeles. Like his nickname, he prides himself on his fashion. Sneakers are part of that fashion expression. While he was aware of the Vans x Nintendo collaboration, he personally didn’t care. “I am currently looking at the Cyberpunk Adidas, “Roman said.” But they were only released in Asia, so we’ll see if I can find them for a reasonable price. ”
“ME sensation I like it I have had to alter me aesthetic why there are No options for me. “
Drop growing pitches are basically impossible to obtain for average consumers. People wanting to get limited edition pairs use in-company connections, reseller apps like GOAT, or browser extension tricks to help buy them before they sell out on the release date. Roman knows that very well. “The pitches have the kind of really cool appeal that suits influencers and trendsetters,” he said. “If you want to get one, you will have to put a lot of effort into painting to get them as they are out of reach for people who don’t follow meticulously to pick them up when they are advertised.
In addition to the scarcity, the price also makes it difficult to access these collaborations. The kick of the sneakers is often amplified in echo waves. First, sneakers, which are already expensive and in limited quantities, are thrown in small windows and people clamor for the opportunity to grab what is available. This then falls into the resale market, where people sell those shoes for hundreds or thousands of dollars more than they originally cost. “I really wanted the Nike PG 2.5 x PlayStation shoes, but I couldn’t get them because as soon as they were announced, they were gone.” Roman expressed his frustration that an influencer and counterpart to the Video Game Awards personality, Geoff keighley, was able to acquire them thanks to his connections on PlayStation.
Inclusivity
“Most of the collaborative brands aren’t about the shoes,” said Roman, who has experience working as a consumer product licensing consultant in the pop culture space. These skills have given him insight into the licensing relationship with various gaming products. “Vans, being a sneaker company, is all about shoes, [it] it does better, but scarcity is part of what special collaborations are all about. It’s about advertising and marketing versus consumer-centricity. ”Roman is still luckier than some, however. He wears a men’s size 8 and women’s size 10, two easily accessible sizes. they are so lucky.
Due to the limited availability of certain designs, particularly with licensed franchises and associations, players are forced to be flexible. Celeste Kitsune Lace, who lives in North Carolina, wears a women’s size 7 and 5.5 on boys, which translates to significantly fewer pairs available during most sneaker launches. Lace has been so unlucky getting the pairs she wants that she has now switched to buying custom sneakers.
“Watch out to female audiences It is not part of shoe Business’ marketing strategy. “
“I feel like I’ve had to alter my aesthetic because there are no options for me, which honestly sucks,” Lace said with a frustrated laugh. “Like WHY I CAN’T HAVE A PAIR OF Devil 2 AF1s off the rack? Or why does every outfit I want marketed for women have to have breasts the size of my head or some tiny pixie?
He added that he felt that gaming and sneaker companies would benefit from hearing the voices of their consumers. “A lot of the gaming community is made up of women, non-binary and queer people,” Lace said. She is frustrated that companies continue to ignore real players, and as a result they often appear to be deaf. with their collaborations: “It is not so difficult to have a game /[sneaker] Discord and ask the audience what they want. “
Mentality change
The problem with crash and hype culture is that it seems that brands just don’t care about the consumer experience as they sell their product independently. When it comes to games, the lack of style options also makes people feel like collaborations are just a method to exploit the consumer and create more barriers between titles in games.
Keisha Howard, a black gamer and marketer, also expressed her disdain for gaming shoes. Like others related to this topic, Howard raised concerns about how caring for women is not part of the sneaker companies’ marketing strategy. He said other areas of game-inspired fashion, such as clothing and accessories, are slightly better at catering to a broader spectrum of gamers. As such, she does not indulge in gaming slippers. “I usually find snitches that go with my player gear, which is easier to find,” Howard said.
Although she knew others were raving about the Vans and Puma Super Mario collaborations, she wanted more diverse options and styles so that people like her could feel included in the conversation. “Inclusion is a deep and nuanced topic within the gaming industry in general, which would need to be discussed before we get to the shoe. Design can be more thematic than a character’s face, ”said Howard, a theme that she feels has a significant presence when it comes to marketed women’s sneakers.
Ultimately, if sneaker brands really want the market for female players and audiences beyond cis men, they have to start listening. A good start would be to make sure they offer inclusive size and style options that go beyond gender and age stereotypes. One company that is taking steps in the right direction is ULT, which launched a gaming-inspired collaboration with DC with sneakers designed to be unisex and not expensive. The industry needs more of that, and it needs it now. Because the old way of thinking, about video games being only for men or boys, is the old way of thinking, and it’s time for sneaker brands to realize that.
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