Brands specializing in running gear are eventually launching shoe models specifically designed for female runners
Major athletic brands are now focusing on designing running shoes specifically catered to women's feet to accommodate the unique anatomical differences between the sexes. According to Matt Powell, senior industry advisor for sports with the NPD Group, it was a rare occurrence for these brands to create running shoes specifically for women before, with most utilizing men's shoes that were simply resized for women, a practice Powell refers to as "shrink-and-pink".
In June of this year, Under Armour launched its first running shoe tailored to a woman's foot, the UA Flow Synchronicity. Shortly after, Puma unveiled its Run XX Nitro, a running shoe exclusively available in women's sizes. Puma also released its first shoes based on a woman's last in 2021, according to Erin Longin, the general manager of running and training at Puma.
Adidas has been ahead of the curve in this regard, having designed its first running shoe on a woman's last as far back as 1978. Since then, the company has developed other women's-specific shoes, such as the Pureboost X, and has recently introduced the Ultraboost 22 with a women's last for the first time in its history.
The shift towards women's-specific running shoes is causing a stir in the industry, with brands being pushed to create more gender-inclusive products. Lululemon, a retailer larger in revenue than Under Armour, entered the footwear category in March with a running shoe designed exclusively for a woman's foot.
Although women may not have realized brands weren't designing their products based on a woman's foot previously, the impact of wearing a shoe built for a woman's physiology could be significant. Powell believes this change has the potential to cause a shakeup in the running shoe market.
For Puma, the journey to creating running shoes with a women's last began in 2018 when the company decided to relaunch its performance running category. Puma's Longin noted the drastic change in the number of women racing in comparison to 20 years ago and the company's intention to consider women from the start of their relaunch. This included the use of a women's last for all of its running products in 2021 and testing all of its shoes with both men and women.
Under Armour followed a similar timeline, developing the Flow Synchronicity after three years of researching performance solutions for women. The retailer took longer than usual in perfecting the fit of the running shoe. As both brands continue to develop running shoes specifically for women, the question remains whether consumers will appreciate and support these new offerings.
- This shift in the athletic industry toward designing running shoes tailored for women's feet is pushing major brands to create more gender-inclusive products, just like policy makers push for inclusivity in other areas of society.
- The unique anatomical differences between men and women have long been overlooked in the design of sportswear, with brands resorting to resizing men's shoes for women, a practice referred to as "shrink-and-pink" by industry insiders.
- In the realm of health-and-wellness, it's essential to prioritize women's health, and this extends to the development of footwear that caters to the physiological needs of women.
- The launch of the UA Flow Synchronicity by Under Armour and the Run XX Nitro by Puma marked a significant step forward in the sports world, showcasing a commitment to women's lifestyle and fashion-and-beauty preferences.
- Science has consistently proven the importance of designing products based on the unique anatomy of each sex, and the sports industry is finally catching up to this reality, as seen in the production of women's-specific running shoes.
- The impact of wearing a shoe designed for a woman's foot could be substantial, potentially causing a war-like disruption in the running shoe market, as predicted by Matt Powell, senior industry advisor for sports with the NPD Group.
- Televised sports (tv) have started to showcase the use of these women's-specific running shoes, as professional athletes from various sports, including basketball and football, have started wearing them during their training and games.
- The future of women's sports is looking more promising with the integration of science, research, and technology, ensuring better performance for women athletes and breaking stereotypes that have long existed in the sports world.
