被低估的女性专属跑鞋市场：品牌为何现在才开始重视？
随着跑步运动的流行，制鞋行业出现了一个本应存在却长期被忽视的概念：专门为女性足部设计的跑鞋。NPD集团体育行业高级顾问Matt Powell指出，以往行业内存在一个"心照不宣"的事实——许多品牌的"女鞋"其实都是基于男性足部特征设计的。
With the popularity of running, the footwear industry has seen the emergence of a concept that should have existed but was long overlooked: running shoes specifically designed for women's feet. Matt Powell, senior advisor at NPD Group's sports division, points out that there was an "unspoken truth" in the industry - many brands' "women's shoes" were actually designed based on male foot characteristics.
品牌觉醒：女性专属跑鞋的兴起
Brand Awakening: The Rise of Women-Specific Running Shoes
2023年，运动品牌开始调整产品策略：
• 6月，Under Armour推出首款基于女性鞋楦的跑鞋UA Flow Synchronicity
• 同期，彪马发布仅女子尺寸的Run XX Nitro跑鞋
• Lululemon 3月进军鞋类市场的首款产品就是女性跑鞋
In 2023, sports brands began adjusting their product strategies:
• In June, Under Armour launched its first women's-last running shoe, UA Flow Synchronicity
• At the same time, Puma released the Run XX Nitro in women's sizes only
• Lululemon's first footwear product in March was a women's running shoe
市场数据揭示女性跑鞋潜力
Market Data Reveals Potential of Women's Running Shoes
NPD数据显示：
• 2021-2022年美国女式跑鞋销售额达16亿美元，增长8%
• 女性产品占成人跑鞋市场的49%
• 女性市场规模增速(28%)显著高于男性(17%)
NPD data shows:
• U.S. women's running shoe sales reached $1.6 billion from 2021-2022, up 8%
• Women's products account for 49% of the adult running shoe market
• Women's market growth (28%) significantly outpaces men's (17%)
为何变革从跑鞋开始？
Why Start the Revolution with Running Shoes?
彪马跑步/训练总经理Erin Longin解释：
• 女性臀部更宽，影响跑步姿势
• 需要特殊支撑设计保持平衡
• 高性能运动对鞋履适配性要求更高
Puma's Running/Training GM Erin Longin explains:
• Women's wider hips affect running posture
• Special support designs are needed for balance
• High-performance sports demand better footwear fit
行业未来发展趋势
Future Industry Trends
Under Armour首席产品官Lisa Collier表示：
• 已在篮球鞋等品类推出女性专属产品
• 3D扫描技术提升产品合脚性
• 消费者教育将成为关键环节
Under Armour's Chief Product Officer Lisa Collier states:
• Has launched women-specific products in basketball shoes and other categories
• 3D scanning technology improves fit
• Consumer education will become a key factor
Powell总结道："当消费者能买到真正合脚的鞋，舒适度和安全性的提升将为品牌带来无可比拟的口碑效应。"
Powell concludes: "When consumers can buy truly well-fitting shoes, the improved comfort and safety will bring brands incomparable word-of-mouth effects."
