Women are not a monolithic category. Brands that successfully design for and market to women, know this. When it comes to running apparel, footwear and gear; not all women want the same colors and fits. As consumer expectations evolve, brands are introducing offerings that are attractive to a wide range of everyday female athletes. With this in mind, we checked in with brands to gain an understanding of which of their women’s styles are driving sales for them.

What colors, silhouettes and sizes are most popular with your customer?

“Our most popular silhouettes are our women-specific Pinnacle Pro and Pinnacle Breeze hydration vests because they’re contoured through the bust and torso, shorter through the waist, and built to feel like technical apparel. On color, we’re seeing a big shift toward softer, more expressive tones — blush pinks, rich indigos, and light lime — which feel feminine, modern, and versatile.”  -Jennifer Rust Senior Product Line Manager, Nathan Sports

“We have a tight performance capsule in three colors: black, royalty, and a neutral range of greens that serves as a full kit for training, race day, and pulling up to a marathon weekend of events. We developed all of our styles with strong, curvier bodies at the center. The waist-to-hip ratio in our tights is a little more curved. Our women want to look snatched and be supported.” -Sidney Baptista CEO, PYNRS

“Our customer consistently gravitates toward hues that feel expressive but wearable: Rich neutrals, grounded brights, and seasonal colors that layer easily. From a sizing perspective, fit and consistency matter more than anything. We are currently relaunching customer favorites with a new, improved fit philosophy and are excitedly listening for the response.” - Beth
McAlpine Product Director, Oiselle

“While fashion colors and prints add excitement, our most popular colors are fashion basics and neutrals such as anthracite, black and smart rose. The most popular sizes in our sports bras are cups C–E with band sizes 34–38, although higher cup sizes up to a K cup are also important, since there aren’t many brands in the marketplace that offer such an extended size range.” - Joy Haizen Managing Director, Anita USA

“Customers are attracted to lighter and brighter colorways within a neutral framework. Demand is currently concentrated between women’s sizes 7.5–10, which aligns with core running sizes. The products that resonate are those designed for daily mileage—shoes that can handle everything from short weekday runs to longer efforts without requiring trade-offs.” - Porsha Kuiper Operations Specialist, Hettas

“Our female runner is not afraid of color. Our evergreen brand colors like dark wine and forest green are revisited very regularly. Black and Tracksmith Navy usually go head to head in popularity. She does not gravitate toward oversize pieces; that’s not her vibe. Also, nothing too tight. Most silhouettes run in the athletic to body-skimming realm. In winter, she wants to layer without bulk.” - Sarah Clark Head of Apparel Design, Tracksmith

“Because headwear is inherently adjustable, sizing is less of a barrier. When a style is designed specifically for women, we prioritize offering a smaller circumference, adjustable closures, and a thoughtfully designed ponytail opening. Seamless constructions and laser-cut ventilation perform especially well, offering minimalist, technical looks that transition easily from workouts to day wear.” - Hillary Matthews Director of Sales and Marketing, BoCo Gear

“Our most popular styles are streamlined and functional rather than oversized or overly minimal. Women come to us for pieces that feel athletic, flattering, and purposeful: shorts with supportive waistbands, tops that don’t cling, and layers that move cleanly as you run. We design with the intention that every size receives the same level of fit attention and performance.” - Monica
DeVreese Co-Founder & CEO, rabbit

“Amphipod offers an array of styles and colorways for hydration, storage and visibility products, including 28 new styles for Spring/Summer 2026. Black and gray are always popular. However, essentials don’t take up much room on the wall and we’ve seen that shops that stock a wider variety of styles and colorways have proven this category to be a great low-cost merchandising investment.” - June Angus Co-founder, Amphipod Running Gear

“We believe that ‘badass comes in various shapes, shades, and ages’ and therefore ‘different strokes for different folks.’ The Adjustable Bra represents 40% of overall sales, featuring low support, original Lights Out Pads, and thin straps that adjust multiple ways. In tops sales, the number one seller is medium, followed by small, then large, x-large and x-small.” - Jennifer Ferguson Founder, Handful

“She loves the confidence and versatility of black. Our refreshed color stories drive strong engagement—especially in Spring 2026, where halogen and cosmo blue stand out as vibrant, modern complements to our euphoric halogen and sonic cosmo prints. We’re also thrilled to expand our extended sizing in key styles.” - Alli James Product Marketing Manager, Brooks

“Our Spring 2025 Shakeout line has been resonating best from our apparel line up. It’s relaxed fit and super soft fabric providing comfort and confidence. Overall, she tends to lean towards some of our strong neutral colors (hello, coffee bean and vanilla ice!) but some progressive pops like our pinks and sage are crowd favorites across different pieces.” - Erin Cooper Senior Marketing Manager Maddy Peticolas Merchandiser, Salomon

TOP TO TOE

Sometimes the beauty of an ensemble is the individuality of the pieces used to create it.

Amphipod PureRun Harmony Vest

Includes 355 mL Soft-Tech flask, front phone storage pocket and a roomy rear pack. Full size-adjustability for both height and waist-size ensures a customized fit. This minimalist vest is designed for everyday runs providing quick access to hydration without stacking flasks on top of a woman’s breasts. MSRP $95.

BoCo Gear Elite Hat

The Elite Hat is designed for real-world use. The low-profile silhouette features precision laser-cut ventilation for breathability without visual bulk. It is also offered in a seamless construction for workouts to everyday wear. Select styles are made with our new reflective fabric, for running safety. MSRP $38.

PYNRS Melnea Flex Hooded Shrug

Reflective graphics make this performance-meets-city shrug work from day until night. It’s soft fabric, elastic binding and thumbholes keep it versatile. The hood was specifically developed to comfortably fit, cover and protect big hairstyles. MSRP $64.

Salomon/Sense Aero Stow Short

This new lineup includes split 3”, two-in-one 4”, a regular 4”, and a 6” tight short. GridFlow fabric is quick-drying. Bounce-free storage allows for a worry-free run.  MSRP $65-80.

Hettas/Alma Tempo

This everyday performance trainer from Vancouver-based women’s-specific footwear brand Hettas features VeloPropulsion Technology, which is a proprietary plate system designed to support a solid, steady stride, helping runners feel more controlled and efficient through toe-off. The shoe offers a medium-firm ride that is protective and not too soft. MSRP $198.

Oiselle/Take Flight Split Short

The short is lightweight and breathable, with an outer fabric that feels barely there. A new technical liner is lightweight but also supportive, with an improved finish to reduce chafe - especially on longer runs. Three internal pockets securely hold the things women need a run, without bounce or distraction. MSRP $74.

Nathan/Pinnacle Pro 6L Vest

This premium hydration vest is designed specifically for women with a contoured silhouette, ultra-light sternum cords (for a bounce-free feel) and a Quick-Fit adjustment system. Airy mesh fabrics keep her cool. For a complete hydration system, the vest pairs with 14-ounce Pinnacle soft flasks in fuchsia or indigo. MSRP $200.

Tracksmith/Fieldhouse Rib Tank

Crafted from viscose and spandex, this durable ribbed staple is close-fitting, yet comfortable. A high neck, cutaway armholes and curved hemline assist in freedom of movement. It’s such a workhorse piece that even the boys are buying it. MSRP $55.

BRA-VO

Sports bras are essential equipment. The fit, comfort and function of this most personal piece of apparel can make or break a run. Here’s a look at three 2026 standouts.

Anita Air Control Delta Pad Sports Bra

Spanning cup sizes AA-H and band sizes 30-44; the brand’s bestseller features a wireless design with maximum support for high impact workouts. Ultra-light and breathable mesh offer optimal air circulation. Straps are padded, adjustable and ergonomically-shaped. MSRP $99.

Brooks Limitless Racerback Bra

The brand’s most supportive bra yet is designed with band and cup construction, adjustable straps and molded cups. Limitless is built with a longer line and secure fit to support in high impact activities. Lab-tested at the University of Portsmouth. MSRP $80.

‍Handful Y-Back Bra

Your tee size is your bra size in this high support option, featured in new hues for 2026. Center front ruching shapes and keeps the hardware-free bra close during the run. Removable and washable Lights Out thin pads make it customizable. Y-Back is designed with certified bluesign recycled polyester. MSRP $72.