The neighborhood retailer honors the resilience of everyday heroes through stories, cultural collections, and community activations.
LOS ANGELES, Oct. 3, 2025 /PRNewswire/ — WSS, the neighborhood retailer rooted in sneakers, value, and community, is unveiling its We Know What It Takes campaign.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/wss/9293256-en-wss-honors-community-we-know-what-it-takes-campaign
This is a heartfelt tribute to the people who keep neighborhoods thriving, the parents, workers, and entrepreneurs whose hustle and determination fuel progress every single day. WSS is choosing to spotlight authentic stories of grit, determination, and pride, honoring the real heroes at the heart of its communities.
Through storytelling, We Know What It Takes will shine a light on the unseen moments behind every achievement: the early morning rides, the double shifts, the pep talks, and the quiet sacrifices that build stronger families and stronger blocks.
“Our communities keep moving because of the people who every day find a way to push forward for their families, their neighborhoods, and all of us,” said Blanca Gonzalez, Senior Vice President and General Manager of WSS. “For decades, we’ve witnessed the quiet hustle that holds families and neighborhoods together, the early mornings, the long hours, the sacrifices made with love. We know What It Takes is our way of saying we see you, we thank you, and we will continue to stand with you.”
The campaign will feature:
Real Stories – A social and digital series highlighting everyday heroes whose grit and perseverance keep neighborhoods strong. Featured voices include a lawyer-turned-boxing coach who helps fighters heal in and out of the ring, a hairstylist and single mom balancing her passion for fashion design, a Metro worker mentoring youth while keeping his city and his family moving, a fierce nurse who cares for patients with culture, love and hustle in two languages, and a warehouse worker whose dedication behind the scenes powers communities every day – among others whose hustle often goes unseen. Learn more about their stories at https://www.shopwss.com/pages/latino-heritage-month.
Community Events – In-store celebrations and neighborhood activations will bring the campaign to life across music, sports, and cultural gatherings. WSS will show up at local cultural festivals and parades across Los Angeles, Miami, Houston, and other key markets. For more information on events, visit https://www.shopwss.com/pages/latino-heritage-month-events.
Día de Muertos Capsule Collections – A curated lineup of special releases from adidas, Jordan, Crocs, Timberland, Vans, Puma, and Skechers, alongside a New Era cap collection and Pro Standard apparel including tees, hoodies, and jackets. Highlights include Jordan fleece and footwear inspired by Día de Muertos and Crocs’ Croctober collection for kids and adults. Shop the collection at https://www.shopwss.com/pages/dia-de-muertos.
We know What It Takes is more than a campaign, it’s how WSS shows up for its neighborhoods every day. Through WSS Cares!, the company continues to invest in programs that reflect the same values found in the stories we’re celebrating; resilience, access, and opportunity. Partnerships with Metro, Students Run LA, and the YMCA ensure students, families, and youth have the support they need to keep moving forward.
About WSS
WSS is a neighborhood-focused, value-driven footwear and apparel retailer headquartered in Gardena, California, with over 150 stores nationwide. WSS offers a wide selection of sneakers from top brands including adidas, Nike, Jordan, New Balance, Puma, and Converse, along with casual and workwear styles from Wolverine, Timberland, and its private label Eurostar. To learn more, visit www.shopwss.com.
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SOURCE WSS
