Jewell Loyd’s new Nike sneakers were designed by six-year-old Justice Swann, who … (+)
The contributions of autistic people in creative fields are becoming increasingly recognized, highlighting the unique perspectives and talents they bring to various artistic disciplines. This is not limited to adults. Children with autism are also using their creative abilities to bring light to the neurodivergent community. The CDC reported that about 1 in 36 children have been diagnosed with an autism spectrum disorder (ASD), according to estimates from the CDC’s Autism and Developmental Disabilities Monitoring (ADDM) Network.
Jewell “Gold Mamba” Loyd, Olympic gold medalist and two-time WNBA champion for the Seattle Storm, asked her best friend Laci Swann for an opportunity to have her children design her newest Nike basketball shoe, the GT Cut 3 Player’s Edition. What makes this special is that Justice, Swann’s son, is in ASD.
“It was super important to me to include my circle in this collaboration,” Loyd explains. “I told Nike that the best way for them to understand who I am is to understand my circle, and the Swann family is a big part of my circle. They have a very cool, interesting, dynamic family and history, and this shoe was a way to dive right into that. Autism isn’t often discussed in the sports world, so this seemed like the perfect opportunity to tell the world more about me through my tribe and their unique journey.”
Swann, founder and director of Little Boy Blue Foundation Inc., met Loyd over 11 years ago through a mutual connection. Loyd has been called the female predecessor of Kobe Bryant, and with that comes a tremendous responsibility to give back. When Justice was diagnosed with neurodivergent behavior, Loyd knew she wanted to bring attention to the millions of people living with it. She expressed to Swann that she wanted to involve her children in a cool project.
Best friends Jewell Loyd and Laci Swann raised awareness of autism through the … (+)
“Jewell has a very special bond with my children, especially Justice,” Swann says. “He’s nonverbal and autistic, and he loves to draw. He’s obsessed with smileys, lightning bolts, and flames. And he drew Jewell’s shoe. I mean, every little detail. Colors. Designs. Everything.” Swann’s daughter Sloan also sketched the phrases on the back of the shoe.
The shoe was released on May 15th and sold out in minutes, making it the fastest-selling and most coveted Nike sneaker of the week, along with Travis Scott’s Nike. Lyod wanted to use the shoe to raise awareness for autism and the nonprofit foundation. After Nike approved the idea, the team sent Swann’s children blank templates. The instructions said they should color, draw and write whatever they wanted. Nike combined the different elements of each template to create the shoe.
Nike released a statement: “We are proud to support Jewell’s connection to the autism community by partnering with her Nike GT Cut 3 Player’s Edition. The shoe is designed to embody the energy, joy and happiness of Jewell and Justice’s friendship and provide inspiration to everyone on and off the court.”
Lyod’s vision became a reality: the shoe raised awareness in the autism community and people started asking about the foundation.
Little Boy Blue in Florida hosted the only summer camp for autistic children in the Sunshine State’s capital. Swann and her team hired behavioral therapists and provided safety and extra accommodations for 25 children with varying needs and amenities. She created a place where her child, like many others, could feel a sense of normalcy.
Two-time WNBA champion Jewell Loyd wears her Nike shoes, the GT Cut 3 Player’s Edition, at one of the … (+)
“You have to learn to become your child’s biggest advocate,” Swann explains. “There are so many children with autism that they often get lost in the system and receive inadequate resources. There’s a sink or swim mentality. You have to put yourself in a position to say, ‘I’m going to give my child everything I can.’ Otherwise, they’re not going to improve or have the best quality of life that they deserve. So it took a lot of self-talk. There are times when I think, ‘I don’t even know if I’m equipped to do this.’ That’s new territory for me, too.”
Nike took a risk. This shoe was the first of its kind. Nobody knew how it would be perceived. The fact that it sold out within minutes is proof that it inspired other companies to expand outside the box:
- Just do it. If there is an opportunity to bring positive attention to a particular community, it is worth the risk.
- Tell an epic story. Use influencers’ personal stories to engage consumers and help shape the narrative.
- Be brave. Being the first to introduce a new product is difficult. The market leader always has to overcome obstacles before the successors come. Don’t listen to the white noise.
“This sneaker provides another way for people to have a safe space to talk about their neurodiverse journey and feel seen,” Loyd concluded. “Whether they are neurodiverse or their family member or friend is, this shoe is a connector and a conversation starter, and that’s exactly what I wanted to do – connect, encourage, unite and educate. I’ve learned so much through the shoe process and met so many special people and families. And I’ve spoken on a deeper level with friends who didn’t know until now that they had a little brother or sister or parent with autism, so this shoe has opened the gates of communication and storytelling.”
