A New Era in Women’s Sports: Innovation and Inclusivity
Laura Youngson didn’t anticipate that her focus would shift so much to football cleats when she organized a group of women to climb Mount Kilimanjaro and play a high-altitude match. The 2017 event aimed to highlight inequality in sports for women and girls, and it succeeded in becoming the subject of a documentary and earning a spot in the Guinness Book of World Records. However, as the game unfolded, something struck Youngson—she noticed that all the women were wearing men’s or boy’s soccer cleats instead of gear designed specifically for them. This realization led her to launch IDA Sports, a company dedicated to creating performance footwear tailored for women.
“There was this real commercial gap for performance footwear for women,” said Youngson, whose IDA cleats are worn by players including Washington Spirit midfielder Courtney Brown. “As the game is growing, we’re in this moment when everything’s professionalizing, but the footwear wasn’t really keeping pace, so I wanted to go and change that.”
The Rise of Women-Centric Sports Brands
IDA is part of a growing trend where companies are prioritizing women in sports. These aren’t just lifestyle or athleisure brands; they’re focused on addressing the unique needs of female athletes. Moolah Kicks, for example, makes women’s basketball shoes designed specifically for women’s feet and counts WNBA player Courtney Williams as one of its partners. Lindsay Housman founded Hettas, a performance running shoe company, while Saysh, founded by Olympic gold medalist Allyson Felix, allows buyers to make free exchanges when their size changes during pregnancy.
Beyond shoes, Liv Cycling creates performance bicycles for women, and there’s even Indiana Fever partner Sequel tampons, which have spiraled grooves to help prevent leaks during strenuous activities.
Growing Interest in Women’s Sports
These companies are entering the market at a time when interest in women’s sports is intensifying. The WNBA has shattered attendance records, driven by star power like Caitlin Clark and Angel Reese. National Women’s Soccer League teams are worth 29% more this year than they were a year ago, with both Angel City and the Kansas City Current now valued at over $250 million. Several new pro sports leagues have formed in recent years, including the Professional Women’s Hockey League and the 3-on-3 Unrivaled basketball league. The Women’s Professional Baseball League is set to launch next year.
Overall, women’s sports generated global revenue of $1.88 billion in 2024 and is projected to reach $2.35 billion this year, according to consulting firm Deloitte. Commercial revenue, including sponsorships and merchandising sales, surpassed $1 billion globally for the first time last year.
Rejecting the ‘Shrink It and Pink It’ Mentality
The growth of women’s sports has created opportunities for women-owned brands and a chance to reject the “shrink it and pink it” mentality, where products were criticized for being made for men and then simply altered for women. Dae Hee Kwak of the Center for Sport Marketing Research at the University of Michigan School of Kinesiology said, “Marketing is all about understanding the needs of consumers. So thinking of the needs of the women’s sports fan and athlete, who understands them better than women, right?”
Leela Srinivasan, CEO of Parity, said men’s products weren’t built for women’s bodies. “Women in motor sports will tell you that even the way the seat belts are designed, they don’t fit right,” she said. “You talk to Lynn Saint James, the motor sports legend, about how she couldn’t reach the pedals. Nothing has been designed with women’s bodies in mind.”
Designing for Women’s Needs
Bonnie Tu, founder of Liv Cycling, experienced this issue firsthand. “Whenever I’d go for vacation, I would take a bike from the hotel,” she said. “Most of the time, I would get myself hurt because the bike doesn’t suit me well. Because most of the bikes are meant for men, no matter if it’s a mountain bike or it’s road bike, it was all for men.”
Youngson also considered biomechanical needs when designing cleats for IDA, resulting in a product with a wider toe box, narrower heel, and shorter studs than men’s boots.
A Shift in Perspective
For those who have spent decades in and around women’s sports, these shifts represent a profound change. Natalie White, founder of Moolah Kicks, recalled always playing basketball in boys’ and men’s shoes. “It wasn’t until I was a senior in college and I saw an advertisement that had more top WNBA players holding out men’s shoes that it really hit me, ‘Oh, my God, this is crazy.’ When you begin your career, through pro, you’re not only going to be playing in equipment that isn’t fit for you, but you’re going to be promoting it?” White said.
The Role of Major Brands
Major shoemakers like Adidas and Nike have developed women’s soccer and basketball shoes in recognition of the growing market and the needs of the female athlete. Sabrina Ionescu has a signature shoe with Nike, and this past summer, Adidas released its first player edition of Adidas’ F50 Sparkfusion cleat with NWSL star Trinity Rodman.
Authenticity and Social Responsibility
Kwak said that in addition to products made specifically for them, women also value authenticity as consumers. This means working with women’s leagues, athletes, and sometimes causes involving equity and social justice. IDA, for example, has partnered with the players’ unions for both the NWSL and the Gainbridge Super League.
Coalition Snow, a women-led ski and snowboard company, ensures safe and fair working conditions throughout its supply chain, uses recycled material for packaging, and partners with a nonprofit to plant trees in rural Kenya for every board or pair of skis sold. Liv Cycling sponsors women’s racing teams and competitions, like the Tour de France Femmes, in addition to community clubs.
The Future of Women’s Sports
As Youngson put it, “As the game grows and professionalizes, it should be attractive to brands. So then you’re going, ‘Why aren’t you doing it?’ Because the money’s there, the game’s there. Why can’t we have all of this choice around us in the same way that the men’s game has?”
