Sportswear brands under scrutiny for not producing enough soccer boots for women say they are investing in women’s-fit styles but argue retailers can be reluctant to stock them due to lack of awareness about the growing business opportunity.
General view of Morocco players' boots during the warm up before the match.
“Football brands are making welcome progress on supporting the needs of female football players,” said Conservative MP Caroline Nokes, chair of British Parliament’s Women and Equalities Committee. “ major retailers give limited recognition to women and girls when it comes to football boots. In responses published earlier this week, manufacturers said they are producing women-only boots, but retailers are often reluctant to stock them as they are not aware of the shoes.
“While sporting goods brands have risen to the challenge, meeting the needs of the female consumer also requires our retail partners to recognise the opportunity and to provide access and choice to our female consumers,” Puma said.“We share your ambition to ensure sport is equal and safe for all and this is reflected in our design ethos,” said Kathryn Swarbrick, Adidas’ general manager for North Europe.
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