In recent years, the popularity of women’s sports has skyrocketed, with significant growth year after year. In 2024, according to a new Women’s Sport Trust report, women’s sport in the UK achieved its most-watched year ever, with 44.7 million viewers tuning in. Female athletes are finally getting the recognition they deserve and are helping to inspire a new generation of young girls to get active. 

With more media coverage, more female athlete role models and more backing by big brands, in many ways, female sport has taken a huge leap forward. 

However, one area of the sporting world still lacking for women is the availability of adequate sports kit properly tailored to the needs of a female athlete. Much of the current sportswear on the market fails to meet the unique needs of women and those that do are often prohibitively expensive.

From football boots primarily designed for men to sports bras that are ill-fitting, much of the apparel available is not only limiting performance but could also lead to injuries.  

One area where sportswear continues to fall short for female athletes is in the design of sports bras. 

If you were to go online and search for ‘sports bras’, you’d find many retailers selling their version of the product. From Nike to Adidas to Calvin Klein, there are seemingly plenty of good, trustworthy options to choose from.  

However, recent research and athlete experiences suggest many sports bras on the market aren’t accessible, supportive or comfortable enough for women when exercising.  

In fact, Dr. Jess Pinchbeck, an academic from the Open University, states that 80% of women wear sports bras that don't fit properly.   

Expert advice on buying sports bras

Navigating the sports bra market can be challenging. There are many options available, and the risk of discomfort or injury if the wrong one is chosen.

While many products fall short of meeting the needs of female athletes, there are still ways to reduce the chances of selecting an ill-fitting sports bra.

Tara Vooght, 22, a researcher at the Research Group in Breast Health at Portsmouth University, hosts online workshops twice a year, offering the public a chance to learn directly from experts about breast anatomy, biomechanics, and how to choose the right sports bra.

She believes any woman in sport must be measured professionally before they buy a sports bra.

She said: “I think everyone should have access to a place where they can get their breast measured, and I would really encourage them to do so because a lot of women are just guessing at their size.

“I just don’t think the general public or even athletes necessarily have that understanding of what’s right for them, but to change this, it starts with knowing your size.”

When it comes to choosing a sports bra, Tara also has some key suggestions of things to look out for.

“For someone with bigger boobs, you’re going to want to look out for products with a thicker shoulder strap or a thicker under band to carry that larger mass.

“You also don’t want a sports bra to restrict your breathing, so although it should fit tighter, a rule of thumb is to make sure you can fit two fingers between your shoulders and the straps.”

Tara also emphasises the importance of ensuring the under-band or wire sits flat against your ribcage, and that the fabric of the cup should remain smooth. Any wrinkles in the fabric typically signal that the cup is too large.

Additionally, she notes that after around 20 washes, some components of the bra may begin to wear out, losing their original shape and support. This is an important consideration when thinking about when to replace your sports bras.

Another overlooked area of women’s apparel is football boots.

The European Club Association’s high-performance advisory group recently conducted a survey involving 350 female football players across Europe and found that 82% regularly experience discomfort while wearing football boots.

The research also revealed that most football boots currently available are primarily designed with a male’s foot shape in mind.

Women’s and men’s feet are very different.

Women in general have a narrower foot and a higher arch than men. They also have a shallower big toe, a lower instep and a more curved inside line.

The way women walk is even different. Women tend to take shorter, more frequent strides and are also more likely to roll their feet inward.

For boots to be properly tailored to each gender, it’s clear there should be specific modifications to cater for these differences.

Yet, a recent review by Katrine Kryger, an Associate Professor in Sports Medicine at St Mary's University, revealed that only 32 scientific articles had explored technology in women’s football.

So, women have been left to use gear, including boots, designed predominantly for men.

Fabio Mancino, 34, is an Arthroplasty fellow at Fremantle Hospital and Health Service in Australia and has been looking at the impact wearing male football boots can have on female athletes.

He said: “Women wearing boots made for men are going to be uncomfortable as they have differently shaped feet.

“They run differently, they use different types of muscles, and so they need different types of support.

“They won't get optimal support using a boot that’s designed for men, the shoe will be too wide and won’t fit them properly on their arch, which can cause heel pain, calluses, blisters, the lot.”

Along with issues of blisters and a lack of comfort, Fabio insists that there are some more serious consequences for female athletes wearing male football boots.

“There is credible reason to believe that extrinsic factors like wearing male football boots can increase a woman's chance of ACL injuries.

“This is mainly because the length of the studs and where they’re placed on the boots are designed for male running and traction. But for women, this stud placement can cause their foot to get stuck in the pitch and their knee to twist because of this.

“There are so many anatomical risk factors women have which make them more prone to ACL injuries than men, but things like wearing football boots not designed for the needs of their feet is an added risk factor we can reduce.

“I think everything starts with more attention, and as female sport is growing, this problem needs to be identified and fixed.”

IDA Sports

A step in the right direction for female athletes

A sports brand that has recognised the lack of football boots on the market specifically designed for female athletes is IDA Sports.

The company came to fruition after co-founder Laura Youngson, a footballer herself, realised that many female footballers she knew were having issues with the boots they were wearing.

Deena Greaves, UK director of business operations at IDA Sports, explains how the company came to begin, she said:

“I knew Laura as we were both living out in the Middle East, and I used to run a lot of football tournaments around the area, and she used to play in some of my tournaments and stuff like that.

“I got wind that Laura was organising a Guinness world record, where we were going to climb to the top of Kilimanjaro and play a 90-minute football match for an equal playing field, and I luckily got selected to go on the trip.

“While we were on the mountain, Laura was quizzing us, the players, on how we feel about our football boots, and she established that everyone had some kind of issue with their boots.”

Many female players were experiencing issues such as blisters from excessive rubbing and boots that were too wide for their feet.

Upon coming home from the trip, Laura began researching whether football boots specifically designed for women existed, only to discover a surprising gap in the market. This realisation led to the creation of IDA Sports.

Since its launch, the company has developed five different products, ranging from indoor trainers to outdoor football boots, all thoughtfully engineered to suit the unique anatomy of the female foot.

Key design features include a wider toe box, a narrower heel cup, and enhanced arch support. This helps provide a snug, supportive fit and reduces internal foot movement.

Additionally, the boots feature shorter studs arranged in a configuration optimised for improved traction and stability.

Deena said: “When we’re running and playing, our studs don't necessarily need to be in the same place as a male foot.

“In unisex boots, studs are positioned in places that actually hurt women, so a lot of players complain about pain under their big toe because there's a stud normally right there on the boots.

“So, our studs are placed in the most optimal places for women.”

The unique stud configuration helps stop female feet from getting caught in the playing surface, one of the leading causes of female ACL injuries.

This design is unlike anything created by other brands. While other sportswear companies have claimed to create female-specific designs, Deena believes these products lack any real innovation or meaningful change.

“We’re the only ones who have researched what to change on the boots.

“You know, take Nike, they've had a women's boot come out in the last year or so, but when you delve into what they've done or changed, it's just a marketing ploy.”