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we knew this was a place we could make a difference," said Lindsay Housman, founder and CEO of the recently launched women's running footwear brand, HETTAS. Partnering with Simon Fraser University in British Columbia, they are working to conduct research on women runners, including looking at hormonal variation within a woman's cycle and lifespan, and applying it to footwear development. ey've also examined the difference between men's and women's heel-to-forefoot width differential and the shape of the fih metatarsal. "ere's been a general lack of education around shoe design, especially in women's footwear," added Housman. Another female-specific shoe new to the market is the Levante, La Sportiva's latest trail running shoe. "e La Sportiva team worked closely with top female athletes from around the globe to cra a model that fits the needs of the female athlete," explained Michael Genauer, the director of product and planning for La Sportiva North America. "Every aspect of the shoe was selected intentionally, from the last and the rubber compound, to the upper materials and the midsole height." "We have designed our women's lasts to follow approved standards that make ideal footwear for women. Some of the key differentiating points are the instep design and the heel design," added Melanie Hood, director of marketing and communications at SCARPA North America. Deliberate Design Details On top of the question of fit, brands are also working to promote beautiful design with purpose. "Women expect their gear to work hard for them, but they still want to look good," said Arielle Knutson, Oiselle CEO. "ey don't want to choose between fashion and function, it's expected that brands can execute both." "Women's trends tend to evolve quicker, requiring us to stay updated on things like fitness trends or even cultural influences to insure we stay relevant," said Jasmine Leidich, associate apparel designer for Brooks. Brands must take into account the features women want, as well as how a seam, pocket, gusset, or drawcord might fit the female silhouette. "We do a lot of research in market and on our factory visits," added Hambke of Outdoor Research. "For example, we know our female consumer has very different needs around insulation, placement of features, and color selection." "We hear a lot about pockets and deliver with several styles that offer plenty of them like our, Toolbelt Roga Shorts and Pocket Jogger Tights," said Kami Beckendorf, technical designer, Oiselle. Functional pockets are one of the o- cited safety features that are important to female runners. "While we know that men and women share a lot of the same concerns," explained Michael Genauer, director of product and planning at La Sportiva North America, "we find that safety can be of particular importance for our female customers." Janji Pace Bra, $54. Anita Air Control Sports Bra, $89. sportstylemag.com • sportstyle January/February 2024 • 13 Ultimate Direction Xodus Vesta, $179.95. Nathan Pinnacle FeatherLite Vest, $110.

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