Breaking Barriers: The Emergence of Women-Centric Sports Gear
Laura Youngson’s journey into the world of sports gear began in an unexpected place—Mount Kilimanjaro. In 2017, she organized a unique expedition for a group of women to climb the mountain while playing a soccer match at high altitude. The goal: to shed light on the inequalities faced by women and girls in sports. The match gained significant attention, turning into a documentary and even securing a spot in the Guinness Book of World Records. Yet, amidst the triumph, Youngson noticed a glaring oversight—each athlete was sporting men’s or boys’ soccer cleats instead of footwear designed for women.
This revelation prompted Youngson to launch IDA Sports, a company dedicated to creating soccer cleats tailored to the unique biomechanical needs of female athletes. “There was this real commercial gap for performance footwear for women,” she noted, pointing to the disconnect in an industry that has traditionally overlooked female athletes. With her IDA cleats already gracing the feet of players like Washington Spirit’s Courtney Brown, Youngson aimed to change the game by providing gear that meets real performance needs.
A Growing Movement
Youngson isn’t alone in her efforts. IDA Sports is part of a broader trend where companies are stepping into the market with a focus on female athletes, moving beyond lifestyle brands to offer genuine performance gear. Moolah Kicks, for instance, is making waves in women’s basketball by crafting shoes that fit women’s feet, partnering with stars like Courtney Williams of the Minnesota Lynx. Hettas, founded by Lindsay Housman, specializes in performance running shoes, while Olympic gold medalist Allyson Felix’s Saysh offers a unique twist with policies accommodating women’s changes during pregnancy.
This shift is backed by growing interest in women’s sports, which has seen unprecedented growth. The WNBA has enjoyed record attendance, largely propelled by high-profile athletes such as Caitlin Clark and Angel Reese. The economic landscape is also shifting, with National Women’s Soccer League teams increasing in value by 29% over the past year, both Angel City and the Kansas City Current now commanding valuations exceeding $250 million.
The Demand for Authenticity
The purchase power of women athletes is on the rise, with global revenue from women’s sports projected to reach $2.35 billion this year—a marked increase from last year’s figures. The growth isn’t just in participation but also in commercial revenue, which surpassed $1 billion globally for the first time last year. This newfound financial influence means that women-owned brands have the opportunity to expand and break away from the “shrink it and pink it” mentality that has plagued women’s gear for years.
Revolutionizing the way women’s gear is designed means paying attention to the unique needs of the female athlete. Dae Hee Kwak from the University of Michigan emphasizes that understanding the consumer is critical: “Who understands the needs of women’s sports better than women themselves?” This insight is driving innovation in how products are tailored—from footwear to sports equipment.
Real Needs, Real Changes
Women’s sports gear has historically been an afterthought. Leela Srinivasan, CEO of the sports marketing platform Parity, points out that even seemingly basic equipment, like seat belts in motor sports, have not been designed with women’s bodies in mind. Bonnie Tu, founder of Liv Cycling, echoed this sentiment, revealing her own struggles with bikes that were not suitable for women’s bodies in her cycling experience.
Youngson’s work with IDA reflects this understanding. The cleats are expertly designed, featuring a wider toe box, narrower heel, and shorter studs to address the specific needs of female players. For those who have long been involved in women’s sports, these shifts represent a seismic change in attitude and approach towards female athletes.
Expanding the Field
As larger brands like Adidas and Nike begin to recognize this demand—creating women’s-specific soccer and basketball shoes—the focus is shifting towards authenticity and individuality. Sabrina Ionescu has her own signature shoe with Nike, while Adidas has collaborated with NWSL star Trinity Rodman to produce player-specific editions of footwear.
Beyond the products themselves, companies are now valuing the input of female athletes throughout the design process. Youngson stated, “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.”
The Future Awaits
As women’s sports continue to develop and command attention, the future holds promise for brands willing to invest in products that genuinely meet the needs of female athletes. Youngson’s IDA Sports, alongside other trailsblazers like Coalition Snow and Liv Cycling, underscores the importance of creating products that emphasize functionality over aesthetics.
In this evolving landscape, the next wave of innovations in sports gear for women isn’t just about filling a market gap; it’s about fostering a culture where female athletes can confidently compete—not just as participants but as formidable forces on the field, in the arena, and beyond.