Féirla, launched yesterday, is the first Irish sportswear brand designed specifically for female players.
Founded by physiotherapist Margaret Walsh, Féirla has been created to address a long-standing gap in the market, with traditional GAA kit historically designed for male athletes and only minimally adapted for women and girls.
The launch comes against the backdrop of continued concern about participation trends among teenage girls. Research indicates that one in five girls in Ireland drops out of sport between primary and post-primary school, while just 7 per cent of girls aged 14–15 meet recommended physical activity levels. Wider studies suggest that as many as 45 per cent disengage from sport during adolescence.
Féirla’s proposition is that poorly designed kit is one of the overlooked contributors to this decline. For decades, female athletes have been expected to train and compete in clothing that does not account for factors such as puberty, menstruation or post-partum changes.
Walsh, who is based in County Louth and has more than 20 years’ experience in Gaelic games as both a player and physiotherapist, has spent the past three years developing a range tailored to those needs. The collection, which is approved by the LGFA, launches today with four styles aimed at different performance and comfort requirements.
The Méabh short (€45) is designed for high-intensity performance, featuring a high-waisted supportive fit and integrated compression layer. Neala (€45) introduces period-proof technology to Gaelic games apparel, incorporating built-in protection within a traditional short design. Éiru (€30) reimagines the standard GAA short with a more tailored fit and increased comfort, while Fiadh (€45) focuses on stability and anti-chafing through integrated compression and grip features.
“For far too long, girls and women have stepped onto pitches feeling exposed, self-conscious or uncomfortable, not because of a lack of talent or ability but because nobody ever designed sportswear with them in mind,” said Walsh speaking at the launch.
“At Féirla we believe women and girls deserve sportswear built specifically for them. Our goal is to empower every player to take part without discomfort or hesitation.”
Intercounty player and Féirla ambassador Saoirse McCarthy highlighted the performance impact of appropriate kit, noting that confidence and comfort are closely linked on the pitch.
“As a player, I know firsthand how much the little things can affect your confidence,” she said. “Féirla is the sportswear we always needed but never had, designed for us by someone who understands the demands of the game.”
The range is available from today in youth and adult sizes, priced from €30, with distribution initially focused online and through club engagement.
From a Sport for Business perspective, the launch reflects a recognition of the fact that participation, retention and performance are increasingly linked to investment in female-specific infrastructure, products and pathways, each of which is being addressed through partnerships such as those with Lidl in Football and others in Camogie, supporting targetted initiatives to maintain and increase the player base.
If successful, Féirla’s model should point to a wider shift in how sportswear brands approach design in traditionally male-dominated codes, aligning product innovation with the broader ambition of keeping more girls in sport for longer.
Image Credit: Féirla and Dan Sheridan, Inpho.ie
The LGFA and Camogie Association mentioned in this story are full members of the Sport for Business community.
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