Laura Youngson

Vodafone Sport Innovation Award Winner

Laura Youngson

Transforming Female Athletics Through Purposeful Innovation

Four-time Guinness World Record holder Laura Youngson was honoured with the Vodafone Sport Innovation Award at the 72nd Women of the Year Lunch and Awards for her outstanding contribution to innovation and equality in sport, as well as her record-breaking activism.

As the Co-Founder and CEO of IDA Sports, Laura’s commitment extends far beyond footwear design, actively reshaping the women’s sports marketplace and driving global campaigns for gender equality in athletics.

Pioneering Equality & Biomechanical Innovation

Laura has consistently used entrepreneurship and bold activism to break down systemic barriers for female athletes around the globe:

  • IDA Sports: Co-founded and led by Laura to design and manufacture athletic footwear built specifically for female athlete biomechanics.
  • Style of Our Own (SOOO): Launched the first women’s sports retail store on Regent Street, London, bringing together over 40 female-led brands in a pioneering initiative to give greater visibility to underserved communities in sport.
  • Equal Playing Field & Kilimanjaro Expedition: Led a team of women to the summit of Mount Kilimanjaro to play a record-breaking football match, sparking global attention around gender inequality in sport and directly inspiring the creation of IDA Sports.
  • Record-Breaking Activism: Holds four Guinness World Records achieved through high-impact sporting campaigns that advocate for equal opportunities for women and girls.

In the Winner’s Words:

“I am incredibly honoured to receive this award from Women of the Year. It was a truly special moment in my life, and one of the memories I will cherish the most, but standing on the summit of Kilimanjaro with a football at my feet, I never imagined that moment would lead to four Guinness World Records, or the creation of IDA Sports. What began as a determination to challenge inequality in sport became a mission to ensure women and girls have access to equipment designed for them, not adapted from something made for someone else. This award truly means so much, because it recognises not only my journey, but the countless athletes, advocates and changemakers who continue to push for a more equal future for women in sport.” — Laura Youngson, Co-Founder & CEO, IDA Sports

Chair’s Tribute:

“Laura Youngson saw a problem that countless women in sport had simply learned to live with and refused to accept it. By combining innovation, entrepreneurship and a passion for equality, she has transformed a widely overlooked issue into a bold movement for change, empowering female athletes around the world and improving their access to equipment designed with their needs in mind. Laura’s work is a powerful reminder that innovation is at its best when it breaks down barriers and creates new opportunities for others. We are delighted to honour Laura with the Vodafone Sport Innovation award and celebrate her outstanding contributions to women and girls in sport around the world.” — Diane Kenwood, Chair, Women of the Year

Sponsor’s Tribute:

“We’re delighted to recognise Laura’s achievements with the Vodafone Sport Innovation Award. Her work is a brilliant example of innovation with purpose. Through IDA Sports, she’s created something that supports the needs of female athletes while helping drive a wider conversation about equality in sport, challenging long-held assumptions and empowering women and girls around the world. We’re proud to celebrate the impact she’s made and the example she’s setting for the next generation.” — Maria Koutsoudakis, Chief Brand Officer, VodafoneThree