As women’s sport enters a new era of visibility and participation, 2025 is set to be a landmark year. With major events like the Women’s EUROs, the Women’s Rugby World Cup, Wimbledon, and international athletics taking centre stage, this is the perfect opportunity for brands and organisations to step up and support women’s participation and health in sport.
The Rise of Women’s Sport
Women’s sport has gathered remarkable momentum in recent years. Global viewership has reached all time highs, sponsorship investment is growing, and fan bases are more engaged than ever. We’re seeing stadiums filled, prime-time TV slots booked, and female athletes celebrated not just for their performance, but for their stories and impact off the playing field.
Yet one area remains underexplored: the unique health challenges women face in sport. From menstrual health and injury prevention to mental wellbeing and postnatal recovery, female athletes are navigating issues that have long been overlooked or misunderstood in both product development,research and athlete training programmes.
As the spotlight grows, so too does the opportunity and responsibility for brands to innovate and support.
2025: A Golden Opportunity
With major sporting moments set to dominate headlines throughout 2025, this year represents a golden opportunity for brands to engage meaningfully and join a growing cultural conversation around women in sport.
Historically, female athletes have been overlooked when it comes to performance gear, apparel and testing. From boots and trainers to safety equipment and sportswear, much of what’s been available to women has been designed with men in mind, then simply adapted. The phrase “shrink it and pink it” comes to mind all too often – where brands take male-specific designs, reduce the size to fit female bodies.
But this approach does more harm than good. Poorly fitted equipment isn’t just uncomfortable – it can increase the risk of injury, reduce performance, and reinforce the outdated idea that women are an afterthought in sport. True progress lies in designing for women from the ground up – acknowledging the physiological differences, unique needs, and lived experiences of female athletes at every level.
Now, with unprecedented visibility and momentum behind women’s sport, forward-thinking brands have the chance to lead and innovate from the front. Here are some examples of brands leading the way:
Ahead of the 2025 Guinness Women’s Six Nations Championship, IDA, the pioneering women’s rugby boot brand, partnered with Guinness to launch the first-ever soft-ground rugby boot engineered specifically for female athletes. As a female-led business, IDA recognised the fundamental differences in male and female foot structure, a fact often ignored in mainstream sports gear design.
Together, they developed the ‘Never Settle’ boot, crafted for power, precision, and traction on soft ground. Elite athletes including Megan Jones, Jasmine Joyce, Eliz Martin, and Edel McMahon helped test and refine the product, and wore it on the pitch during the Championship, marking a major moment for innovation and representation in women’s sport.
Unorthodoxx is transforming the world of combat sports by creating boxing equipment designed specifically for women. Founded by British boxing coach Kirsty Hill, the brand was born out of frustration with the lack of properly fitting gear for female fighters. Their boxing gloves are engineered with narrower hand compartments and tailored wrist support to reduce injury risk and improve performance for women in the ring.
By placing comfort, safety, and empowerment at the core of their design, Unorthodoxx is helping to level the playing field by giving female boxers gear that’s as powerful and precise as they are.
With their developments, Unorthadoxx wants to highlight that combat sports deserve more than a one-size-fits-all solution.
Nike – Pro Hijab and Victory Swim collection
Nike has made significant strides in promoting inclusivity in sports through its innovative product lines tailored for female athletes seeking modest apparel. The Nike Pro Hijab, introduced in 2017, was designed to address the performance constraints of traditional hijabs in sport. Constructed from lightweight, breathable mesh fabric, it offers comfort and functionality, enabling Muslim women to participate in sports without compromising their beliefs. The product was developed in collaboration with athletes like Ibtihaj Muhammad and Zahra Lari, ensuring it met the practical needs of hijabi athletes.
Nike later launched the Victory Swim Collection, which includes the Victory Full-Coverage Swimsuit, Swim Tunic Top, Swim Leggings, and Swim Hijab. This line was created in response to feedback from female athletes who found existing swimwear options lacking in either coverage or functionality.
These initiatives by Nike show how brands can authentically support women’s sports by addressing the specific needs of underrepresented athletes, thereby promoting inclusivity and empowering more women to engage confidently in athletic pursuits.
NIXI Body develops discreet, leakproof, absorbent knickers for periods and little bladder leaks. The company was founded by Mum of 6 Kelly Newton who was sick of bladder leaks pausing her play on the hockey field. She wanted absorbent knickers that would look great under gym leggings without worrying about leaks – and so NIXI was born.
The name NIXI comes from a group of Greek goddesses who were known to support women across various reproductive health stages – but particularly through childbirth.
Their mission is to keep women moving through menstruation, motherhood and menopause. Earlier this year, they announced a partnership with England Netball which has been a powerful opportunity for two female-focused brands to come together and give women the confidence to stay in sport.
Chelsea FC Women recently announced a first-of-its-kind partnership with British jewellery brand D. Louise, marking the club’s first official jewellery collaboration. Founded in 2021 by Olivia Jenkins in memory of her mother, D. Louise creates durable, waterproof jewellery design to be lived in – including during sport.
This collaboration will see Chelsea players donning D. Louise jewellery during match arrivals and at the Player of the Year Awards. Fans can look forward to exclusive co-branded collections and engaging events like watch parties starting from the 2025/26 season.
This partnership exemplifies how brands can authentically support women’s sports by aligning with the values of resilience and empowerment. By integrating fashion with purpose, this collaboration not only enhances brand visibility but also fosters a deeper connection with the community.
Beth Robinson, Senior Account Manager, said: “As women’s sport enters a defining era of visibility and influence, the opportunity for brands to make a meaningful impact has never been greater. But, this isn’t just about aligning with a trend.
“Brands in the health, wellness, apparel, and tech sectors are particularly well-positioned to lead this change. The most powerful way to do that is to start by innovating with intention. Whether it’s creating hormone-aware supplements, period-proof activewear, or designing protective padding for impact sports specifically tailored to a women’s body, developing products that reflect women’s real sporting needs is essential.
“But innovation alone isn’t enough. Representation matters and it must go beyond tokenism. Brands need to reflect the real diversity of female athletes across their platforms. And by partnering with women’s teams, leagues, and grassroots initiatives, they can drive participation, build credibility, and be part of lasting change.”
Gender research gap
There are also significant challenges when it comes to the level of research conducted specifically relating to female bodies. High-quality research is imperative in helping female athletes to perform to the best of their ability – yet the gender research gap is one of the biggest challenges for women in sport.
As female participation in sport continues to rise (in fact, at Paris 2024 Team GB had more women athletes than men representing the four countries of the UK), we must start to see an increase in the level of research conducted which explores the health barriers women may face in sport.
A promising development in this area is the launch of a new year-long study at Kingston University London funded by FIFA which is exploring whether hormonal fluctuations during menstrual cycles could be contributing to the rise in ACL injuries in women’s football. This follows a string of high-profile female footballers suffering ACL injuries and aims to reduce the instances of this happening going forward.
This is an example of the importance of looking at female bodies independently from their male counterparts – and using these research findings to help break down health barriers for women in sport.
Megan Steer, Account Manager, said: “The gender research gap in sport is a pressing issue that continues to hinder progress in women’s health and performance. The impact that under-researched areas can have – not just on elite athletes, but also on women and girls at every level of sport – is evident.
“So it’s encouraging to see projects like the Kingston University London study funded by FIFA, which recognises the unique physiological needs of women, particularly around the menstrual cycle and injury risk. We need more of this. Targeted, inclusive research that empowers female athletes with evidence-based insights and helps drive real change in how women’s health is supported in sport.
“Communications plays an important role in encouraging more research into women in sport by shaping narratives, amplifying visibility, and influencing public and institutional agendas. Yes, we’re taking steps in the right direction, but we must maintain momentum.”