Discwoman have partnered with Reebok to promote a new line of shoes, the forthcoming Sole Fury trainers. The female and LGBTQ+ positive collective, artist platform and booking agency shared a video on their socials earlier this week with some inspiring words from the platform, calling for everyone to ‘amplify’ each other in what can be, aside from the efforts of many, not the most inclusive industry at times.
More and more often in the past few months, brands are increasingly getting behind minorities in the powerful and influential industry of dance music, with this being no exception. Activism on this subject has existed for a long time, yet in recent years several initiaves are taking action when it comes to creating a more equal platform for bookings, support and more regarding gender and sexuality. One example is the Smirnoff Equalising Music campaign, which you can check out here.
Discwoman co-founder Umfang (aka Emma Burgess-Olson) stated when speaking with Billboard that “It’s a stamp of approval from the outside world to be recognised by a household name. Hopefully it can show a wider audience what we do and inspire others that you can create your own jobs if you push hard enough against all odds.”, adding that Discwoman has increasingly “become more radical in our politics and more critical of the existing infrastructure,” and plans to “support artists from more of a branding and business perspective.”
The Sole Fury sneakers are due to released on November 8th.