Alright – so today we’ve got the honor of introducing you to Onika Shabazz. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Onika thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

I grew up in a big family where everyone was athletic except for me. Although I was the least athletic, I would argue I loved sports & movement the most. I tried out for sports teams in high school but was told I wasn’t good enough. I was on a baseball team at work but didn’t get to play – they needed another female on the team to qualify, which is why I was “selected”. None of this rejection bothered me because my love for sports couldn’t be deterred. I started running because I didn’t need to be part of a team to do it. Running was something I could explore on my own; figure out how it felt in my body and do it my way. Slow, fast, long distance or sprints, running was a way to see what my mind and body were capable of.
Helping others connect with running allowed me to see the power of movement was more than the physical. As I watched people change the way they saw themselves, realizing they were capable of more than they imagined, in all parts of their lives, changed the course of my life. I went on to research and explore the female body through various lenses and fields of study to get a better understanding of how society views women, systems that shape the way we see ourselves, and how we can navigate all of this to get to a more authentic self-discovery.
As I dove deeper into understanding women and their relationship with their bodies, the societal boundaries placed around us, I saw more vividly how women of a certain size, no matter how good they were at a sport/activity, would shrinking themselves. The wearing of oversized clothes and standing in the back of workout spaces were tactics to hide oneself. I too was guilty of these acts, albeit unconsciously.
For my 40th birthday I decided to put my decades of running on full display and run a half-marathon. I was going to get out of the oversized clothes and buy a nice running outfit; one worthy of photos that would hang next to my medal. My quest for a nice outfit in a size 12 ended with frustration. If I was frustrated finding workout clothes in a size 12, what was it like for women who wear sizes 14 and up. In the months following, I couldn’t shake the idea that it was difficult to find athletic clothing in sizes 12 and up – out of this, Heat Athletic was born.
You never know if your idea is a good one, but my personal experiences over 2 decades working with women around sports & movement, I knew there was a need. I didn’t have any experience in clothing design, but when I thought about all of the activities I had done and the clothes I wish I had to do them in, I knew I had the start of my design process – create items I wish I had but could never find.

Onika, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I was born and raised in New York City and currently live in Washington State. As a Social Worker part of my job is finding unique solutions to challenging issues. Heat Athletic is my solution to a problem I know many women face.
While the clothes are front and center, Heat Athletic is built on a strong mission and vision to support women as they discover their physical and emotional strength. Our message is about learning yourself, loving yourself, showing up for yourself, and defying what you thought was possible.
With Heat Athletic I am building a community. A place where people feel supported and want to support one another. I am extremely proud of the authentic relationships I have developed over the years.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

When I started Heat Athletic, I was given lots of advice – solicited and unsolicited. I was told making money should be my priority, and to sell on as many sites and in as many stores as possible. While I am new to clothing design as an entrepreneur, I am well acquainted with the space as a consumer. I am keenly aware that women’s sizes above 12 are not on full display in retail stores – they are usually relegated to the back wall. This makes it difficult for new, small brands to gain customers. Large on-line retailers like Amazon will often have a ‘plus-size’ section, but all of the models are wearing a size 4. Knowing what something may look like on your body becomes an unnecessary challenge. I want women to simply see my website and know it’s for them. I want them to read through the Heat Athletic website and see themselves reflected. Ultimately, I decided I wanted to give the customer I’m serving the respect and attention they have been denied for far too long. I have been fortunate enough to be face-to-face with customers and have them tell me they finally feel seen. I have put so much thought into the pieces I created, and I wanted my messaging and images to be equally thoughtful.

Can you share a story from your journey that illustrates your resilience?

Transitioning from social work to athletic clothing designer was challenging. There are so many people and steps that go into making a clothing item – I had no idea. To get from idea to production took 2 ½ years. There was so much for me to learn. There were mistakes along the way: a manufacturer who decided to no longer produce athletic clothing and a pattern gone wrong. These were problems that could be solved, so I found solutions and forged ahead. In 2019, I did a soft launched and invited family and friends to see, feel and try on my collection and pre-order. By the time I was at full production and ready to launch, the COVID 19 pandemic hit the U.S. I was still working a day job as a foster care case manager, and the pandemic hit that sector hard. The uncertainty of everything stopped in me in my tracks. Some outdoor and sporting businesses did well financially during the pandemic, as more people got outside, but seeing the financial struggle so many people endured during that time, I found myself morally incapable of ‘pushing’ sales. Today, I am still recovering from the time and momentum lost during the pandemic, but what was not lost is the passion and determination I have to make Heat Athletic a success.

Contact Info:

• Website: www.heatathletic.com
• Instagram: @heat_athletic_clothing

Image Credits
Jovelle Tamayo Nate Watters