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May was one of the oldest female protagonist designs for the games (and anime) given she debuted way back in 2002 which is now almost 25 years ago. Despite multiple gens of the games and anime later, her design managed to remain popular over 20+ years and is still considered the most memorable of many of the female protagonists.
It's a combination of the bandana, the red outfit, and the more sporty/adventure type look to her over more traditional girly looking heroines that kept her prominent. Of course the anime giving her a starring role and her being the first new female companion after Misty helped too, she's the most watched/viewed of all the female companions of the anime after the original cast of Misty/Brock since Hoenn aired over 23 years ago.