Toronto women make history with Nike partnership

Toronto’s Makeway sneaker boutique has officially made history by partnering with Nike to release its first-ever collaboration — a vibrant take on the classic P-6000 model. 

Makeway is North America’s first and only sneaker boutique for women that is completely run and funded by women. The company was established in 2020 by Abby Albino and Shelby Weaver, who aimed to solve pain points for women who love sneakers but historically faced barriers. 

Both women boast extensive experience in the basketball world and met while they were both working for the Toronto Raptors.

Albino has led public relations and marketing strategies for multiple brands, including Nike Toronto, Toronto Raptors, Toronto Maple Leafs, and Foot Locker. Currently, she serves as the Head of Brand and Business Strategy at Canada Basketball.

Shelby Weaver is the owner and founder of Mack House, North America’s first self-service sneaker customization studio, as well as the Director of Basketball Advancement for the Toronto Raptors.

The interior of Makeway’s flagship location. 

Originally stationed at Stackt Market, the brand has grown to encompass a spacious and inclusive community hub at 91 Walnut Ave. The company identifies itself as more than just a retail shop — it’s a safe, and welcoming space to amplify those who have been notably left out of sneaker culture. 

In 2022, Albino tells blogTO that Nike approached the Makeway team to work on a collaboration. 

“They were really impressed with the work we were doing in our community in Toronto, especially for the women and LGBTQ2S+ community, and saw a really great opportunity to celebrate that,” she explained. 

The team then embarked on a meticulous design process, which culminated in the creation of the Makeway x Nike Party-6000 sneaker. The shoe is a callout to Makeway’s summer parties, “Party-6000,” which Albino says was named after the team’s love for the silhouette. 

“From a material standpoint, everything can be easily wiped off. For us, that’s really important because we wear our shoes from 9 a.m. to 9 p.m., so we wanted a shoe that was versatile and could take you through the day,” she told blogTO. “It’s a super approachable and really accessible design.”

Featuring elevated materials and premium caging, the sneaker draws inspiration from the WNBA and Toronto Raptors legend, Vince Carter. 

“He was our big legend growing up,” Albino said, explaining that the orange and UNC Blue details are a nod to the WNBA’s signature logo and Carter’s time at the University of North Carolina, respectively. 

Makeway’s name, Albino points out, was also inspired by a tagline in a 2020 WNBA commercial. 

The sneaker features the saying, “First, No Lasts” on the tongue, which highlights the challenges associated with being “the first,” while also ensuring that there will never be “a last,” and committing to the responsibility of passing the torch to the next generation. 

The illustrative box design pays homage to Makeway’s original location in a 900-square-foot shipping container at Stackt Market, and features the codes 902 and 905, shouting out the hometowns of Makeway’s founders, Halifax and Mississauga.

The sneaker launched exclusively in-store at Makeway on Wednesday, Nov. 20, and well before the official release at noon, dozens of sneakerheads and basketball fans formed a line outside. 

“It’s so special to see people actually want the shoe,” Albino said, looking out to the line. “It is cool to see people really want to give love back to Makeway because we honestly love our community, and if it wasn’t for them, we wouldn’t have this shoe.”

The shoe will remain as an in-store exclusive until 7 p.m. on Friday, Nov. 22, or while supplies last. The remaining pairs will be available online for local pickup and shipping within Canada on Saturday starting at 10 a.m. The global release will take place on Dec. 18. 

The sneaker retails for $145 plus tax and is available in sizes 5W/3.5 M all the way to 16.5W/15M.