After 17 years at Steve Madden, Gabriella Weiser moved to a new avenue of footwear by joining Reebok as its chief marketing officer at the start of 2025. Her arrival came amid the brand’s attempt to revitalize itself in basketball and lifestyle, efforts now reinforced by Angel Reese becoming the first signature athlete in 13 years and Karol G forming a new collaborative partnership.

“Women are major drivers of culture and style, especially in fashion and footwear,” Weiser told Footwear News. “In basketball, women are having an incredible moment right now, not just as players but as a force shaping fashion, music and culture more broadly. Having women involved, and leading, these initiatives is very important. It influences the stories we tell, the partnerships we prioritize and ensures we show up authentically to the customer.”

While the types of shoes she’s now marketing are quite different, Weiser sees similarities between Steve Madden and Reebok’s approach, as they’re both rooted in putting the product first. She didn’t intend for her entire career to be rooted in footwear, but she’s fallen in love with the industry, in part because of its ability to reach into other fields, including entertainment, sports and culture.

Now in her 20th year in the industry, the biggest challenge Weiser’s found has been in balancing her personal and professional ambitions. And in order for the advancement of women in C-suite positions to speed up again, she thinks companies need to recognize the many roles women play in their lives by offering flexibility in the workplace.

“Many women are leaders, mothers, caregivers and the ultimate multitaskers,” Weiser said. “We need to champion and support all that they do. The companies that acknowledge this as a strength and empower women to be all these things will best support their career growth and overall success.”

A version of this article appeared in the June 1 print issue of FN, as part of the “Women Who Rock” special section. On June 3, FN and Two Ten Footwear Foundation will honor these women at the annual live event in New York City.