How Zappos’ Work in Adaptive Fashion Led to Its Win at the FN Achievement Awards 2023

Shoshy Ciment
·4 min read

On Nov. 29, Zappos will be honored with the Social Impact Award at the 37th annual FN Achievement Awards. Below is an article from the magazine’s Nov. 27 print issue about the e-tailer’s impactful work in the adaptive shoe space.

At a time when inclusivity is a business essential, Zappos has authentic credibility. For the last six years, the retailer has been a leader in the adaptive footwear space, working with brands to create shoes for customers with disabilities.

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Zappos CEO Scott Schaefer, explained the company’s journey in adaptive footwear has been a real-life manifestation of its ethos. “One of our core values is building a positive team and family spirit,” he told FN last month. “The adaptive efforts that we continue to push forward help us live that core value. It just aligns on who we are: our mission of living and delivering ‘Wow.’”

Zappos’ introduction to adaptive fashion came in 2014 with a phone call to its famed customer service department. A shopper wanted to return a pair of shoes for her grandson, who had autism, and mentioned that she found it difficult to find shoes built for his specific needs (such as easier open and closure mechanisms). This conversation made its way up the chain to Zappos leadership, including Schaefer, who at the time was working as senior director of finance and operations.

“You start diving in and you realize there really aren’t a lot of good options in this category and no one was really doing anything,” said the chief executive, who was promoted to the role in April 2022.

This lack of adaptive product was already familiar to Schaefer, whose eldest son has autism and experienced certain delays in gross motor skills that made typical footwear more difficult to navigate.

“If it touches your household, you know it touches so many other households,” he said. After researching the market and suitable products, Zappos launched the Zappos Adaptive Shopping Experience in 2017.

This highlighted existing merchandise developed for people with disabilities, such as Tommy Hilfiger Adaptive and the Nike FlyEase Collection.

In March 2019, Zappos further reinforced its commitment to the cause by partnering with “Runway of Dreams,” an organization that supports disability inclusion in the fashion industry, to host an inclusive fashion show during Zappos’ vendor summit.

“That was the catalyst that inspired more conversation around disability inclusion from our brand partners,” said Dana Zumbo, business development manager for Zappos Adaptive. From there, the retailer began partnering with footwear brands to help them bring adaptive products to market.

Over the years, Zappos’ selection has grown to include thousands of shoe styles for men, women and kids, from brands such as Adidas, Billy Footwear, Keen, Merrell, Skechers, Puma and many more. And Zappos worked directly with Ugg, Sorel, Reebok and Crocs to help design their adaptive products. (Collections with three more brands are set to launch in 2024.)

“The entire team at Sorel really appreciates working with Zappos on our Adaptive collection,” said Michelle Noschese, Sorel’s global brand director. “Their industry leading expertise in the space has allowed us to explore classic styles like the Out ’N About [boot] through a new lens, making Sorel more accessible to everyone.”

In 2022, Zappos was the official footwear sponsor of the Special Olympics USA games. The retailer has also continued to work with Runway of Dreams and this fall was recognized at its New York Fashion Week event with the Pioneer of Change Award, presented to Schaefer and Zumbo.

In creating its adaptive products with brand partners, Zumbo said she involves people from the disability community in the entire process to ensure the shoes truly serve their needs. “I always say you can’t create something for someone unless you know what they need,” she said. “It’s the mantra I go by to make sure that people are included in the process from start to finish.”

Among its many services, Zappos introduced a program in 2020 that offers single shoes for people who might need only one shoe or footwear in different sizes. The company’s partners applaud such efforts.

“This is true inclusion from listening to and learning from your customers and community,” Runway of Dreams founder Mindy Scheier said about Zappos. “They are true disruptors in every sense of the word.”

Billy Footwear co-founder Billy Price, who suffered a spinal cord injury that left him paralyzed from the chest down in 1996, has worked extensively with Zappos since 2017 and said the retailer has helped push inclusivity forward. “Zappos sets the example and is moving the needle in such a positive way,” he said. “And we are all better for it.”

Indeed, in recent years, the footwear industry has started picking up on the need for more products for individuals with disabilities, who made up about 13 percent (or 42.5 million people) in the U.S. in 2021, Census Bureau data found.

Nevertheless, Schaefer said the industry still has a ways to go in addressing this underserved market. “It’s good business in the sense that there’s a customer that’s not being served,” he said. “And the best part is that you’re serving them and making them feel great along the way.”

For 37 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2023 event is supported by sponsors Authentic Brands Group, Birdies, Caleres, Crocs, FDRA, Nordstrom, Saucony and Vibram.

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