Angela Simmons Says Pastry Briefly Outsold Jordan at Foot Locker

Angela Simmons, an entrepreneur and cultural influencer, reflects on the rapid success of her footwear brand Pastry. She recalls not just a business triumph but a moment that changed discussions about women in sneaker culture. Simmons recently noted that at its peak, Pastry briefly outsold Air Jordan footwear in Foot Locker stores. This milestone has made a mark across fashion, business, and culture.

This remarkable story, based on innovation, identity, and timing, illustrates how a dessert-inspired sneaker brand became a vital voice for young women in a male-dominated industry.

A Teenage Dream Turned $75M Reality

Pastry began in 2007 in New York City. It was co-founded by Angela Simmons and her sister Vanessa Simmons when both were still teens. They wanted to create women’s footwear that matched feminine style and function. Pastry challenged the idea that sneaker culture and performance shoes belonged solely to men.

Simmons remembers the early learning experience as intense and educational. “It was a really fun run with that,” she told host Shannon Sharpe during a Club Shay Shay interview. “We learned a lot business-wise being 17 and stepping into something that big.”

As the brand expanded, Pastry’s annual revenue jumped from about $15 million to around $75 million at its peak. Simmons describes this figure as “unexpected, but exhilarating.”

Outpacing an Icon – Jordan at Foot Locker

Perhaps the most talked-about part of Pastry’s rise came when, according to Simmons, certain Pastry releases briefly outsold the popular Air Jordan line at Foot Locker stores. While this didn’t mean they dominated overall Jordan Brand global sales, it marked a unique moment where a women-focused brand captured equal, and at times greater, interest from consumers in key outlets.

“We were like, ‘What? We’re competing with Jordan?’ You know, because we love Jordan,” Simmons said, reflecting both surprise and pride in that milestone.

This moment signaled that women’s footwear could generate demand comparable to legendary brands, especially when the designs connected with community and culture.

A Line Built on Style, Story, and Inclusivity

Part of Pastry’s charm lay in its aesthetic: dessert-themed colors like Red Velvet, Chocolate Moose, and Strawberry Shortcake quickly became iconic. Sneakers came in cake-like boxes with fun touches such as light scents or matching lip gloss, an inventive branding strategy that made unboxing part of the experience.

This branding wasn’t just playful; it showed Simmons’ belief that women’s sneakers should be both fun and functional. “There were no sneakers for women by women who understood the design part,” she told Complex. “It just stood out.”

Retail responses confirmed this success. Simmons has shared that some Foot Locker locations attracted lines of over 3,000 fans, turning product launches into cultural events that blended fashion with fandom, a new approach in sneaker retail.

Reality TV: Boosting Exposure and Influence

Pastry’s early years coincided with exposure from reality TV shows like Run’s House and its spin-off Daddy’s Girls, which documented the Simmons sisters’ entrepreneurial journey. Simmons credits much of Pastry’s initial visibility to these platforms. “It gave my sister and me… a platform to do it,” she explained. “That was all based on being on a show that people actually got to watch unfold.”

By showcasing the hustle, creative brainstorming, design choices, and behind-the-scenes challenges, reality TV helped turn Pastry into more than just a product. It became a story that resonated with people, making fans invested not just in sneakers but in the creators behind them.

Legacy and Evolution: From Street Style to Performance Wear

After gaining early attention and demand, Pastry grew from novelty into a brand recognized for serious performance. The company expanded its offerings from casual shoes to apparel and accessories and eventually into performance-oriented dance footwear designed for high school, collegiate, and professional athletes.

Vanessa Simmons’ return as creative director reinforced this evolution. Today’s Pastry sneakers, especially split-sole dance models, combine style with technical performance, meeting the needs of contemporary dancers.

Inspiring a Generation and Redefining What’s Possible

Pastry’s story ultimately serves as a tale of representation and ambition. It shows that brands born from genuine cultural insight, especially those led by women, can compete with major players in the industry. The idea that Pastry could rival Jordan at a national retail chain was once unimaginable; now it proves the impact of creative entrepreneurship.

As Simmons stated, the brand thrived because it understood its audience and communicated in their language.

In an age where sneakers remain central to both fashion and performance, Pastry’s influence continues as a model for inclusive, culturally inspired, and commercially successful design.