Women aren't niche
Why we're called Hettas
Our guiding principle is simple: for the daughters.
We believe everyone has a stake in leaving women’s sport better than we found it. Women make up a significant force in sport, yet performance footwear has long been built around someone else’s data. We exist to change that.
Hettas is named after my twin daughters. It’s a constant reminder of who we’re building for and the standard we hold ourselves to. Every design choice is guided by research and shaped by real movement, so women who train with intent have footwear that supports strength, speed, and resilience—built to help them compete at their best.
The past
Women’s participation in running has grown 150% since 1986 (RunRepeat). Innovation in women’s running footwear hasn’t kept up.
Most performance running shoes are still designed on male foot models and then scaled down for women.
This design bias has real consequences: discomfort, inefficient movement, and increased injury risk—especially for women, who experience higher rates of hip, sacrum, and stress-related injuries.
Our story
We saw a system built around men—and women expected to adapt to it. That wasn’t good enough.
In 2021, we partnered with the Simon Fraser University Run Lab, diving into peer-reviewed research and hands-on sessions focused specifically on female runners. We studied biomechanics, listened closely to lived experience, and looked beyond marketing claims.
That work led to our first prototype. In 2022, we put it to the test in an all-women run study, bringing together runners of different ages, backgrounds, and abilities. Their feedback shaped refined the final design decisions behind the Alma.
The future
We are the first brand to offer a full lineup of performance running shoes—from daily trainers to plated models—engineered specifically around female anatomy and biomechanics, using advanced materials like supercritical foams and Pebax plates.
And we’re just getting started. Our ongoing research and development will continue to expand into new sports and disciplines, ensuring female athletes have access to gear built for how they actually move.
This isn’t about making women’s versions.
It’s about building the right product from the beginning.
What makes us different
Research-led footwear for female performance.
Female Specific Design
We built a women’s-specific last, the 3D form that defines a shoe’s fit and structure, from the ground up. A narrower heel base, adjusted back angle, refined instep volume, and roomier toe box work together to improve alignment, reduce slippage, and support natural toe splay. The result is a secure fit that performs consistently over distance without relying on over-tightening.
Smart Heel Design
Our heel design replaces traditional foam with nitrogen-infused pockets to lock the foot in place without compressing against the achilles. By reshaping the heel contour and removing unnecessary bulk, we reduce pain points, limit wear-related breakdown, and create stable heel lockdown that doesn’t rely on tightening laces to compensate.
Impact Reduction
The VeloPropulsion system combines a tuned Pebax plate with dual layers of supercritical foam to control impact and return energy efficiently. The plate slows and disperses force on landing while maintaining metatarsal flexibility, reducing jarring impact and joint stress. Responsive foams rebound quickly, supporting a smoother, more stable stride from heel strike through toe-off.
