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The beautiful thing about running a women’s sporting footwear company is whenever something happens in women’s sports, five people are sure to email it you.

So it was with the Steph Curry and his response to nine-year-old fan Riley this week on Instagram. Whilst it was predictably disappointing that the shoes weren’t available in the girls’ section of the Under Armour website to begin with, many people rightly praised Curry’s commitment to tackle the issue with the company and the way he looked after the fan.

There’s still a broader problem here in the industry though.

Re-labelling a shoe and filing it under the ‘women’s’ or ‘girls’ section of a website doesn’t change the fact that that shoe was designed for men and boys in the first place.

We’ve spent this week testing prototypes with female footballers and the thing that really strikes me is how much women and girls are willing to put up with in order to play the game that they love. Whether it’s getting paid a fraction of what their male colleagues get paid, or being subject to sexist comments, women put up with what they shouldn’t have to because they love getting out on the pitch with their teammates.

They are running around in boots that don’t fit because bigger companies don’t put them first, plain and simple. Why should they listen? It’s a comparatively small market and re-labelling or putting the ‘women’s’ size on the box will probably do the trick. The same problem exists in a lot of male dominated sports.

We want to put women’s footy first because we love women’s footy - it’s why we exist. We’re designing our shoe with female footballers and their needs in mind, and we are listening to the players from the very beginning.

We can’t wait to share what we’re building with you all.