For the next instalment for our TSW Talks series, we linked up with the wonderful Giulia Z; one of the co-founders of sneaker-based Instagram platform, Sneaker Sisterhood. Paving the way for females who are at risk of flying under the radar in this male-dominated industry, Sneaker Sisterhood aims to create a space of inclusion and support for those who want to make their mark in the industry and show off their creative flair.
“We don't care about your age, where you're from, or your ethnicity. We just want to showcase everyone.” If you're looking for some top tips and advice, and want to learn from the best, then keep on reading and don't forget to catch the interview over on our Instagram page.
Stay tuned for more spotlight pieces coming soon, too! You can take a look at episode one here , with our very own Emily Atkins.
For those who may not know or are new to the scene, can you introduce yourself and what it is that you do? “Yeah, I'm Giulia, as Jez said. I'm one of the co-founders of Sneaker Sisterhood. I also work in sports and gaming as my day to day life, and I'm a presenter for EuroLeague women.”
How did you get into the industry and what is your journey so far? “So I got into sneakers through sports; I used to play basketball back in Italy. I started playing when I was around 12 years old. I fell in love with a brand called AND1, which the basketball OGs will know because it was really big in freestyle basketball and street style. And then from there, it just really sort of evolved into my normal style as well.
I was lucky in Italy as I didn't have to wear school uniforms, so we could actually wear whatever we wanted at school. I used to wear a lot of Air Max, mostly Air Max 90, and then it kind of snowballed.
I had a little bit of time out when I went to uni because I didn't have much money as I was studying without working, but then everything got reignited when I went to The States for a trip. I fell in love with the industry again and decided to start up my sneaker page and actually show my love. And so far, it's been a great journey. I've met so many fantastic women, so many fantastic men that have really supported me as well, and it's been really great.”
We know that you and your other co-founders have Sneaker Sisterhood as a platform. Can you just tell us how that came about and how it was formed? “Yeah. So myself, Ja'e, Juelz and Chelsea are the co-founders, but actually Sneaker Sisterhood
started with a way bigger group, and we call them our OG Sisters. We actually met thanks to
Offspring pick up days. Back in 2019, when the Jordan 1 Blue Chills released, they obviously did a big Saturday pickup. And Chelsea, one of the co-founders, made a WhatsApp group to organise a photoshoot just for fun, to immortalise the moment of all these women picking up Jordans together. That really brought us together and tied us together. So we started a page… It was a little bit more casual to begin with.
“We really wanted to push all women and give all women opportunities.” From there, we actually saw how many opportunities could come from it to put women at the forefront - and not just women that have the more traditional look that brands sometimes go for. We really wanted to push all women and give all women opportunities.”
It's nice to have that sense of community and inclusivity as well. So what would you say is your biggest takeaway from forming this new Sisterhood with your co-founders? “That it's really difficult to start a business on the side of your day to day job! It really takes a village. We wouldn't be able to do it if we didn't have the support from all the community.”
So your role isn't just centred around your full-time job and Sneaker Sisterhood. You're also an athlete. So what is it like hosting the EuroLeague? “So obviously I've been playing basketball since I was a little kid - I'm obsessed with the sport. A lot of what I do is around the sport. I played pro back home and then in the UK, now I'm just playing for fun. So to be able to now interview some of the best, most-influential basketball players in the world that are playing in EuroLeague Women is a dream come true!”
Where you are balancing so much stuff in your life right now - you're taking on a lot of roles - how do you manage your time so well? “Um, so many people ask me this, and I think partly it's because my ADHD brain is incapable of not doing something. But I think the biggest sort of… I've set boundaries for myself, whereas when I was younger and first deciding what to do, my whole thing was about being a yes woman. So I would say yes to every opportunity, yes to every project, because I was trying to build up my personal brand and work. I was really trying to elevate my profile. Now I'm lucky enough to be in a position where I think I have enough control over what I'm doing, so I really put boundaries in place in terms of what I'm willing to do and what I think would be useful to me, but also to my wider community.
And I also have a rule about procrastination, so I think procrastination can be healthy and it can be productive. But I set quite strict limits to it. And also, my nickname with my friends is like Excel G/Clipboard G. So I just have a lot of spreadsheets and a lot of email controls, so I know exactly what needs to go on, but yes, I'm hyper-organised.”
So you've had a lot of great opportunities so far. How have these opportunities come about and what has been your favourite? “Oh, that's a tricky question! In terms of opportunities coming about, I think it's a mix of things. I'm always quite ready to put myself out there and take risks, so I tend to not really mind what others might think of me if they think I'm too pushy or the typical words that get utilised for when women try and get s-h-*-t done. I'd say networking has been my main strength. I do that in my day to day job, I do that at events… even just meeting you, I will always just chat to someone.
Also, I recognize that I am privileged: I'm white, middle class, have had opportunities in life, so I know that that isn't possible for everyone. It takes some people a lot more work, they need to break down a lot more barriers. So I hope that with Sneaker Sisterhood, we help to break down some of those barriers, but I absolutely recognise my privilege and I've had an easier route to certain opportunities than a lot of people within the community or within my work life.
“I hope that with Sneaker Sisterhood, we help to break down some of those barriers” And then in terms of my favourite opportunity, I mean, there are a lot. The EuroLeague Women presenting gig is honestly, I never, ever in a million years would have thought that I would be talking to my favourite players and presenting a show.
Sneaker Sisterhood and I got to work with Offspring and the Jordan Brand on the launch of the Jordan 4 Shimmers - which was with like a whole female team - that was sick, honestly. So, so many cool things, but honestly, too many to list.”
So we know a little bit about you mentoring women - for our audience who may not know, do you mind just telling us a little bit more about that? “Yeah, that just started from quite early on. At university I was trying to help younger girls coming through with academics, and doing sports and academics alongside each other.
Then through work, I've had the opportunity working in quite a male-dominated environment, so I used to work in Formula One and Premier League football before that, and now I'm in gaming. I've always been able to find opportunities to support younger cohorts coming through and looking for opportunities to make a break in the industry. So it's literally anything - I'll help women with their CVs and their interview practice. I'll help them apply for certain roles.
Again, I've been lucky to develop quite a good network, so I'm happy to make introductions and try and get people in front of the right faces so they know what they need to do. And again, I feel lucky to be able to work with so many young women - if anybody needs any women in sports and gaming hit me up because I've got so many great young women coming through.”
So guys, please utilise Giulia. Not only is she heavily part of the community, but she is offering her services to you! “Yeah, honestly, absolutely! Even through Sneaker Sisterhood we're always willing to like… I work in brand partnerships as my day to day job - I will always look at contracts for you if you need help with any brand stuff. If you want visibility, if you want to work with us on a piece of content, we're literally always willing to push anyone. If you have any creative ideas, come to us because we just want to work with as many women out there as possible. We don't care about your age, where you're from, or your ethnicity. We just want to showcase everyone.”
We don't care about your age, where you're from, or your ethnicity. We just want to showcase everyone.
So Giulia, who would you say is your number one female designer or role model and why? “I'd say in terms of public people, Maya Moore, who is an ex-basketball player from the US. She actually designed a Jordan 10. She's a great inspiration. She does a lot of social work as well. She works with a lot of people that have been wrongfully convicted in the US and does a lot for the BLM movement as well. And she's just overall a fantastic person. You know when they say 'more than an athlete'? She is the definition of that. She's an extraordinary athlete and then does so much behind the scenes. And yeah, I really look up to her.”
We know you have a massive sneaker collection. What is your favourite sneaker at the moment? “I always struggle with this because it does change so regularly, but I think I will go with one that will always have a special place in my heart, even though I'm not wearing it as much. But the Reverse Shattered Backboard Jordan 1s. They feel like a piece of home because obviously the story behind those, for those of you that don't know, is that Jordan went to play a game in Trieste, which is in the north of Italy, and they were wearing orange kits. In that game, he went for a dunk and smashed the backboard. And so the Jordan 1 Shattered Backboard was born, which is in this orange colorway, which is also the Sneaker Sisterhood colour. So I feel like it all ties in and orange is by far my favourite colour. So, yeah, I'd say that's probably my favourite sneaker.”
