Roam Loud owner Toyin Omisore doesn’t want to just sell leggings. The athleisure entrepreneur is on a mission to give girls a vision of what it looks like to be healthy, brown and proud. Her new initiative, ‘Take a Breath,’ is just one part of the Amazon seller’s journey.
The Liberian-Nigerian American was motived by her experience as a young dancer to “unapologetically create” an activewear brand that puts women that look like her at the forefront. Growing up, nude-colored dance tights were not nude for her. Ad campaigns rarely showed women with brown skin or natural hair and wellness wasn’t a priority. Omisore said like many other girls of color, she grew up feeling like an afterthought.
Roam Loud, established in 2020, aims to change that perception. Their athletic apparel, designed by women of color for women of color, puts brown skin at the forefront in their colors, design, and marketing. It’s one of the reasons Oprah selected their Yanta legging and tank bra set for her coveted Oprah’s Favorite Things List in 2023, bringing the brand to Amazon. Oprah partners with Amazon to provide readers easy access to shop her favorite things in one place.
“The response was instant,” said Omisore. “The orders came in within minutes and it did not stop. I moved more merchandise in those two months than I probably did in two years.”
Omisore leverages Amazon as a marketing channel for Roam Loud’s mission. Amazon’s reach, as well as their easy-to-use marketing tools, mean new customers are finding her in Amazon’s store, where Omisore stocks a selection of her best sellers. It’s a “quicker touch point,” she said. Customers know Amazon and are comfortable trying out a new brand in a store they trust.
‘Take a Breath’ is Roam Loud’s “promise to be accessible to wellness.” Every quarter, Omisore partners with a BIPOC wellness instructor in the United States to give a group of women the opportunity to try a breathwork, yoga or meditation class for free. “Women need a moment to pause and prioritize themselves,” said Omisore. ‘Take a Breath’ is dedicated to removing financial barriers to make wellness happen for women nationwide.
“As Black women, we are very mindful of what our communities need from us,” said Lesline Pittman, a yoga instructor in Florida who is part of the initiative. “’Take a Breath’ is for women by women. We need this.”
“There are questions you have when you start out and Amazon has been a place for me to find answers,” said Omisore.
Amazon continues to be part of Roam Loud’s growth strategy. As Omisore looks to expand, she plans to grow her business in the Amazon store, which provides a steady stream of exposure.
“I really want this brand to be more than just activewear. This is an ecosystem of health, wellness, encouragement and empowerment,” she said.