Adidas surveyed 9,000 runners internationally to understand men’s and women’s experiences and perceptions of safety when running.
92 percent of women reported feeling concerned for their safety, with half (51%) afraid of being physically attacked, compared to 28 percent of men. Over a third (38%) of women have experienced physical or verbal harassment, and of these women, over half have received unwanted attention (56%), sexist comments or unwanted sexual attention (55%), been honked at (53%) or followed (50%).
Crucially for the sporting goods industry, the data also shows 46 percent of women reported a loss of interest in running.
To highlight the fact that the majority surveyed (69%) had taken specific precautions to feel safe when running – from wearing loose clothing to running with someone they think can protect them – Adidas created “The Ridiculous Run,” a video to drive awareness of the realities women face every time they go for a run.
In January 2023, Adidas launched new sportswear for women backed by research. It follows the brand’s commitment in 2022 to focus on women. Adidas also continues its long-term initiative, With Women We Run by Adidas Runners, as well as its partnership with the charity White Ribbon.
The research surveyed 9,000 people (4,500 who identify as women and 4,500 who identify as men) across Japan, China, the U.S., the U.K., Mexico, the UAE, France, Germany and South Korea, aged 16-34.
Image source: Adidas
