News
Trainer designers urged to ditch ‘shrink it and pink it’
Sports footwear manufacturers are being urged to abandon the ‘shrink it and pink it’ approach to women’s running shoes, new research suggests.
The practice of simply making men’s shoes smaller and changing the colour fails to address women’s distinct anatomical and biomechanical needs, researchers found.
Over the past five decades, brands have spent billions developing trainers to prevent injury, maximise comfort and boost performance — but most research has been designed for and tested on men.
The researchers wrote: “Overall, our findings highlight a critical gap in the design of running footwear, which has been traditionally based on male anatomy and biomechanics.
“While participants did not always report being unable to find suitable footwear, their experiences reflected a process of trial-and-error adaptation, often without guidance or purpose-built solutions.
“This suggests their needs are not proactively addressed in current footwear design or communication.”
The researchers interviewed 21 female runners in Vancouver to explore whether they faced difficulties with footwear for running.
The group included 11 recreational runners averaging 19 miles per week and 10 competitive runners averaging 28 miles, aged between 20 and 70, with running experience ranging from six to 58 years.
Running shoes are typically built using a three-dimensional foot-shaped mould known as a last, which is usually based on male foot anatomy.
Many sports footwear brands use the same mould across their ranges, making only minor modifications beyond size and colour changes.
Comfort and shoe feel were ranked as the most important factors when choosing running shoes, followed by injury prevention and performance.
Most participants wanted a wider toe box — the front part of the shoe that houses the toes — along with a narrower heel and more cushioning.
Competitive runners also sought performance-enhancing features, such as carbon plates, provided they did not compromise comfort.
Both recreational and competitive runners emphasised the importance of buying shoes from trusted retailers to prevent injuries. They also highlighted the need for different shoe designs suited to various running contexts — including racing, training, speed sessions and injury recovery.
Nine women who had run during pregnancy or after giving birth said they needed larger sizes, wider fits and extra support and cushioning.
Competitive runners also reported needing added cushioning and support features as they grew older.
Designing running shoes specifically for female feet rather than adapting men’s models would likely improve comfort, reduce injury risk and enhance performance, the researchers said.
They concluded: “We strongly recommend that the footwear industry should move beyond simply scaling down men’s shoes to fit women’s feet.
“Instead, there is a need for sex- and gender-specific designs that accommodate the distinct foot morphology of women and their social constructs and preferences, all of which evolve across the lifespan.”
Applications close 2 September at 12pm BST for W Accelerate with Merck KGaA and M Ventures, a fast-track programme offering startups, scaleups and spinouts in reproductive and maternal health direct access to decision-makers at one of the world’s leading reproductive health companies.
With a single application, innovators connect with Merck KGaA’s partnership team and investment professionals from M Ventures, Merck’s corporate venture arm.
Selected companies will be notified on 11 September and invited to pitch at W Accelerate in London, at One Hundred Shoreditch, on 5 October.
During the event, they will receive a private 30-minute session with Merck and M Ventures leadership, small-group guidance from regulation and investment specialists, an “Ask Merck Anything” roundtable, and access to a VIP networking reception.
Applications are open to companies working on breakthrough solutions across reproductive and maternal health, including fertility, endometriosis, adenomyosis, ovarian health, preeclampsia and pregnancy comorbidities.
Applicants can choose one of three lanes, depending on whether they’re seeking strategic collaboration, investment, or both: Partnership Lane, Investment Lane, or Dual Lane. Direct-to-consumer and over-the-counter products are outside the programme’s scope.
Thang Vo-Ta, CEO & co-founder of Calla Lily Clinical Care and participant of a previous edition of W Accelerate with Merck Healthcare and M Ventures, said: “The opportunity to pitch directly to senior leadership at Merck and M Ventures sparked conversations that became the foundation of relationships leading to our eventual strategic collaboration with Merck. I’ve yet to see another event run with this level of excellence.”
For more information, visit W Group’s website: wplatform.co
Applications close 2nd September 2026, 12pm BST
W Accelerate event: 5th October 2026 at One Hundred Shoreditch, London (travel and accommodation not provided)
Apply here
The Women’s Health Innovation Summit (WHIS), the event uniting the global women’s health ecosystem, has just announced 18 new speakers joining the agenda for its 2026 summit, taking place October 13–15 at Encore Boston Harbor.
The latest additions bring further depth across pharma, clinical research, health systems, venture, and policy, reinforcing WHIS’s role as the only platform where the full women’s health ecosystem convenes under one roof.
Newly confirmed speakers include:
- Kelle Moley, MD – VP, Women’s Health Early Phase Clinical Development, Cardiometabolic Research, Eli Lilly & Company
- Justine Levin-Allerhand – Executive Partner, Chief Corporate Development Officer & COO, Flagship Labs, Flagship Pioneering
- Sebnem Yildirimoglu, MD, PMP – Executive Director, Women’s Health Strategy, Premier Research
- Terri Stewart – Head of Global Healthcare & Government Affairs, EMD Serono
- Dr. Morag Grassie – Executive Director, Blavatnik Fund for Innovation, Yale
- Sandra Butler – Director, Design Impact, Mass General Brigham
- Zhenya Lindgardt – Chief Executive Officer, Sera Prognostics
- Sadie Morahan – Head of US Revenue, Withings Health Solutions
- Angela Drew, PhD – Vice President, Regulatory Strategy, Premier Research
- Dr. Stephanie Lahr – CMIO, Aqurio
- Michelle Andrews – Contributing Writer, KFF Health News
- Charlotte Williams – CEO, My Bump Hub
- Clint Dart, MS – Director, NIH Women’s Health Data Coordinating Center, Premier Research
- Cass Sanford – US Venture Advisor, FemTech Lab
- Megan Mukuria – Founder & CEO, ZanaAfrica
- Tiffany Inglis, MD, FACOG – Chief Medical Officer, Sera Prognostics
- Angelean Hendrix, PhD – Vice President, Pharmacometrics and MIDD, Premier Research
- Amanda Ducach – CEO & Co-founder, EmaEQ
“WHIS is where the women’s health industry comes together to take action,” said Poppy Howard-Wall, Event Director at WHIS.
“This latest wave of speakers reflects exactly the kind of cross-sector expertise our attendees expect – from global pharma and clinical research leadership to venture, health systems, and grassroots innovation.
“It’s this breadth that makes WHIS the room where things actually move forward.”
Bringing the Full Ecosystem Together
These additions join a growing 2026 agenda spanning four content tracks that reflect the full lifecycle of healthcare innovation, from early-stage research and development through to patient delivery, system transformation, and commercial scale.
Attendees can expect over 1,000 senior decision-makers, 120+ expert speakers, four dedicated stages, and more than 10 hours of curated 1:1 meetings.
Full speaker and agenda details are available at whisusa.com/speakers-2026.
About WHIS
The Women’s Health Innovation Summit is the only platform uniting the full women’s health ecosystem – providers, payers, employers, pharma leaders, investors, and innovators -to increase deal flow, expand reimbursement, improve access, and deliver better outcomes for women at every stage of life.
Millions of women who have missed cervical screening in England will be offered free NHS home HPV tests.
The initiative is aimed at women who are not up to date with screening, with NHS estimates suggesting as many as 4 million have fallen behind.
The home kits contain a swab for collecting a vaginal sample, which is returned to the NHS free of charge and tested in a laboratory for high-risk human papillomavirus (HPV).
If high-risk HPV is detected through a home test, patients will be asked to attend a cervical screening appointment with a clinician.
HPV is a group of viruses that can be passed on through sexual contact and cause no symptoms. About 13 high-risk types are known to cause 99.7 per cent of cervical cancers.
Starting on Tuesday, eligible women aged between 30 and 65 who have not attended screening appointments will receive invitations through the NHS app, text message, email or letter.
They will then be able to order a testing kit through the NHS app or website.
The scheme is part of the NHS’s target to eliminate cervical cancer by 2040.
Dr Sue Mann, national clinical director for women’s health at NHS England, said: “Screening saves thousands of lives each year by preventing cancers and catching them earlier, but only around two-thirds of women are attending cervical screening appointments when invited by the NHS.
“Offering millions of women an alternative test they can do from the comfort of their own homes will be a gamechanger – making it easier than ever for them to get tested for HPV.”
Women aged between 24 and 64 are invited for cervical screening every five years, or more often if HPV is detected.
NHS England figures show 68.8 per cent of eligible women are up to date with cervical screening, below the 80 per cent target.
Mann said: “There are lots of reasons that may stop women from getting their cervical screening – embarrassment, lack of time, or worries about discomfort – and these kits provide a discreet and convenient option we hope will encourage more women to take up the life-saving test.
“So, if you’re invited to take part, please order a test – it’s a simple swab you can do at home in minutes.”
Athena Lamnisos, chief executive of the Eve Appeal, welcomed the move, saying that self-testing at home would be a “step-change” for many women.
Michelle Mitchell, chief executive of Cancer Research UK, said: “Cervical screening is a powerful tool that saves lives – it can prevent cervical cancer or spot it at an earlier stage when treatment is more likely to be successful.
“While it’s best for cervical screening to be done by a nurse or doctor, there are barriers that make it challenging for some people to attend. At-home HPV self-testing kits will help more people take part in a way that works for them.”
Health secretary Yvette Cooper said the aim was to make it as easy and convenient as possible for women to keep up with their screening.
She said: “This is the future NHS we are building – there for all of us when we need it, and acting as early as possible to stop preventable deaths.”
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