Dr. Rebecca Hains


Stride Rite’s gendered marketing persists. But why, and what can we do about it?

Last April, I posted about how Stride Rite positions girls as pretty and boys as active. After seeing their in-store advertisements and reviewing their product descriptions online, I concluded that according to Stride Rite, girls are meant to be looked…

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At Stride Rite, girls are pretty and boys are active.

A few days ago, one mom wrote about a conversation she overheard, in which her 6-year-old daughter’s classmate insisted that sparkly shoes are not for playing–they’re for looking pretty: “Your shoes are ugly,” said the kindergarten classmate. “No they are not,”…

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