Victoria University and Puma release findings of international study into girls attitudes to sport uniforms

July 22, 2023

Karen Sweaney

A Victoria University research team has released new findings from an international study on barriers to sport participation among girls between 12 and 18 years old based on sport uniforms.

Working with apparel brand Puma, the team received 3,221 survey responses from girls across eight countries and in six languages with the focus on identifying girls’ preferences for sports uniforms. Released yesterday in Sydney, the Sports uniforms for girls: Insights on what girls want study revealed that despite 95% of active girls being happy to wear whatever uniforms are required to play sport, 43% believed their uniforms make them feel conscious about how they look and 69% indicated that wearing their preferred sports uniform would help them continue playing sport.

Advising that the findings reveal girls know what they want for sports uniforms, study lead and Victoria University Susan Alberti Women in Sport Chair Professor, Clare Hanlon stated “another significant finding was among inactive girls in the study cohort - 39% said if they could wear their preferred sport uniforms, it would increase their level of confidence to start a sport or physical activity and 25% indicated they would participate in sport of physical activity.

“We cannot underestimate the barriers sport uniforms can present for girls in sport - choice of sports uniforms is important; it does not take much to change yet sends a strong message that sport cares about the needs of girls in what they wear to make them feel comfortable and confident when playing sport.

“Based on the evidence provided in our Australian study sports are listening and we have already seen uniform policy changes in netball, AFLW and state cricket.

“Having PUMA recognise this, invest in building an evidence-base to influence designs of their sportswear, and raise global awareness of the importance for sports to offer girls choice which then assists to encourage sport participation is significant - and we are grateful to have been given this opportunity.”

Puma’s aim is to drive further progress within the entire sports industry by pushing performance apparel towards more insight-driven, inclusive designs and igniting conversation around uniform policies.

Puma Chief Product Officer Maria Valdes noted “as a brand Puma exists to promote equality, identify challenges and work together with our partners to reduce barriers to women playing sport.”

Professor Hanlon and her team have also recently been awarded an International Olympic Committee Advanced Research Grant to review uniform rules and regulations to identify sport uniform differences between genders.

She added “our hope is to influence change in the Summer Olympic International Federation uniform rules and regulations enabling athlete choice and comfort.”

Click here to view the Sports uniforms for girls: Insights on what girls want report.

About the author

Karen Sweaney

Co-founder and Editor, Australasian Leisure Management

Artist, geoscientist and specialist writer on the leisure industry, Karen Sweaney is Editor and co-founder of Australasian Leisure Management.

Based in Sydney, Australia, her specific areas of interest include the arts, entertainment, the environment, fitness, tourism and wellness.

She has degrees in Fine Arts from the University of Sydney and Geological Oceanography from UNSW.

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