Saysh: Engaging with Women from Design to Community
It’s a movement to show the power of women to women.
A few months ago we highlighted how product design is often biased toward male physical or behavioral traits. And how these biases are leading to less than optimal results for females. Now, let’s talk about a product that is changing that narrative for women.
Saysh is a lifestyle brand for women that aims to disrupt the male-dominated footwear industry with shoes created for women, by women. Founded by Olympic gold medalist Allyson Felix and her brother Wes Felix, Saysh offers stylish, functional, and comfortable sneakers that fit women’s needs and preferences. Saysh is empowering women through its products, its story, and its community. Allyson is a woman with a platform, and she’s using it to make a difference for fellow athletes and women everywhere.
Disrupting a Male-Dominated Industry
The footwear industry has long been dominated by men, both in terms of design and production. Most shoes are made based on men’s foot shapes and sizes, which often do not match women’s foot anatomy and biomechanics. This can lead to discomfort, injury, and poor performance for women who wear shoes that are not designed for them.
Saysh is challenging this status quo by creating shoes that are specifically designed for and by women. Saysh’s shoes are based on extensive research and testing on women’s feet, as well as feedback from female athletes and customers. Saysh’s shoes feature a narrower heel, a wider forefoot, a lower arch, and softer cushioning than typical shoes. They also have a sleek and elegant design that reflects women’s aesthetic sensibility.
The Empowering Fight for Power
Saysh is more than just a shoe company. It is also a platform for Allyson Felix to share her story and inspire other women to pursue their dreams and overcome their challenges. Allyson Felix is the most decorated female track and field Olympian in history, with 11 Olympic medals and 22 world championship medals. She is also a mother, an activist, and an entrepreneur.
In 2018, Felix experienced life-threatening complications during her pregnancy that put her and her daughter Camryn at risk. She had to undergo an emergency C-section at 32 weeks and spent weeks in the NICU with her premature baby. She also faced discrimination from her former sponsor Nike, which wanted to cut her pay by 70% after she became a mother. Felix refused to accept this unfair treatment and decided to leave Nike in 2019, and has been advocating for maternity rights ever since. As a result of her advocacy, Nike changed its policies to provide more benefits for pregnant athletes.
Felix also decided to create her own brand that would support and celebrate women in all stages of their lives. She teamed up with her brother Wes, who has a background in business and marketing, to launch Saysh in 2021. Saysh is not only a reflection of Felix’s personal style and performance needs, but also a manifestation of her values and vision. Saysh stands for female empowerment, diversity, inclusion, community, and purpose.
Building a Community
One of the core aspects of Saysh is its community of women who support each other through the Saysh Collective. The Saysh Collective is a digital subscription service that connects members with each other and with Allyson Felix. Members can access exclusive content such as workout videos, podcasts, newsletters, events, and more. They can also join discussions on topics such as health, wellness, career, family, social issues, and more. The Saysh Collective aims to create a safe and supportive space for women to share their stories, learn from each other, and grow together.
The Saysh Collective also offers a unique benefit for pregnant members: the Maternity Returns Policy. Shoe size often increases by half a size or more during pregnancy, and the change tends to be permanent. This can make for an uncomfortable nine-month term. Saysh recognizes this challenge and offers a solution: any customer who becomes pregnant can contact the company directly and receive a free pair of sneakers in their new size. This way, pregnant members can enjoy comfort and style throughout their pregnancy and beyond.
Saysh is not just another shoe brand. It is a movement that aims to redefine what it means to be a woman in today’s world. By creating shoes that are designed for women by women; by sharing Allyson Felix’s inspiring story of resilience and courage; and by building a community of women who support each other; Saysh is showing that women deserve better – and sometimes they need to make it better.
There is a lot we can learn about products for women from Saysh – from designing to branding, and even leveraging the importance of community to build loyalty and trust with your brand. If you want to re-think how to include women in your branding and marketing efforts, we can help. Check out our services, or send me a message today!
