XXL faces backlash over gender-based shoe pricing disparity in Jyväskylä

The Scandinavian sporting goods chain XXL has come under scrutiny for pricing shoe models differently for men and women, often favoring men’s prices. For example, the Nike Tanjun trainer is priced at €49.99 for men, while the same model is sold to women for €69.99, despite no visible differences between the two. This topic gained traction on social media after a woman shopping at the XXL store in Jyväskylä noticed that a pair of New Balance trainers was being offered to men for €30 less than the women’s version.

In the case of New Balance trail running shoes, the price discrepancy can reach up to €44 in favor of men. Interestingly, the brand’s own online store lists men’s and women’s shoes at the same price. Commenters on social media have noted that this pricing issue impacts multiple shoe retailers, prompting many women to purchase from men’s sections.

Furthermore, some women with smaller feet have reported shopping in the children’s section to take advantage of lower prices. However, it’s worth noting that the pricing dynamics do not always favor men. For instance, Adidas trail running shoes are available at XXL for nearly €40 less in the women’s section compared to the men’s.

Despite multiple attempts to reach out, XL has not commented on the situation. Competitors, including JD Sports, Stadium, and Budget Sport, are perceived to offer similar pricing for men’s and women’s collections.