Don't just 'pink it and shrink it': We need sports shoes designed for women The footwear industry needs to ditch the ‘shrink it and pink it’ approach to women’s running shoes, because this is failing to differentiate women’s distinct anatomical and biomechanical needs across the life course from those of men, according to international researchers. The team spoke to 21 women of varying running experience and found most women prioritise comfort and injury prevention, and want a wider toe box, a narrower heel, and more cushioning. During and after pregnancy, participants reported needing larger, wider and more supportive shoes. Competitive runners also wanted shoes incorporating performance-enhancing features such as a carbon plate, as long as they don’t compromise on comfort, and increased cushioning and support features as they get older.
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