January 4, 2023
There is no question that five-time track-and-field Olympian (2004, 2008, 2012, 2016, 2020) and 11-time Olympic medalist (7 gold, 3 silver, 1 bronze) Allyson Felix is fast on her feet. And now that she’s retired, she knows a little bit about footwear, too, reports Retail Dive.
After raising capital earlier this year, Saysh—the direct-to-consumer women’s footwear brand that she and her brother, Wes Felix, co-founded in 2021—is expanding into Canada. Delivery will be available to all Canadian provinces through the Canada Post.
“As we look to grow Saysh’s footprint, we’re excited about our expansion into Canada,” Wes Felix, and CEO of Saysh, said in a statement. “We often hear from women around the world who identify with our mission and want to support the brand, so meeting even more of our communities’ needs is an exciting step for us and a reinforcement of why we are here: because women deserve better.”
Before its venture into Canada, Saysh raised $8 million in a series A funding round in June from specialist consumer fund IRIS and Gap-owned Athleta. With that deal, Gap acquired an equity stake in Saysh, and Athleta announced plans to carry Saysh footwear on its website.
Allyson Felix’s relationship with Athleta predates the COVID-19 pandemic. In 2019, Athleta named Allyson Felix its first-ever sponsored athlete after she spoke out against Nike’s treatment of pregnant athletes. The brand announced the deal in a letter published in The New York Times and said it would enlist Felix as part of its 2020 “Power of She” campaign.
Support for women has also become a key piece of Allyson Felix’s Saysh brand. The footwear is designed specifically for women, based on the “true proportions” of a woman’s foot. The brand also offers a maternity returns policy, which allows pregnant customers to request a new pair of shoes if their shoe size changes during pregnancy. Saysh recently teamed up with Natalie Holloway, founder of the Los Angeles-based movement company Bala, to promote the maternity returns policy.
Research contact: @RetailDive