From walking the shows to chatting with industry friends, it has become clear that we’re embarking on a time of change. We’re facing both economic challenges and evolving market conditions. Brands are casting a wider net for innovation and sustainability efforts. Consumers have a grasp on more information than ever before and are asking for a whole lot more. In the meantime, mills, suppliers and middlemen are getting squeezed.

Just as the scope of traditional 9-to-5 jobs has shifted over the past several years, so too has workplace style. Even before COVID changed our world and lifestyles in 2020, most office cultures had shifted to a more casual vibe for wardrobes and footwear. As work from home (WFH) became the norm for more and more people post-2020, casual style morphed into an even more comfy, super-casual zone.

The women’s team sports landscape in the U.S. is becoming ever more exciting and vibrant, not just in participation, but in viewership, sponsorship investment, social media dominance, attendance records and financial milestones, creating huge opportunities for all parties who want a piece of the pie.

What do women runners want in their running footwear, apparel and gear? Quite a lot of things, it turns out. Getting the priority list right is key when designing products for women runners. Listening to feedback is a crucial part of the process. Brand execs say a good starting point is to place an overall focus on comfort, fit, aesthetics and functionality, but it’s the thoughtful details that set their true standout women’s running products apart.