It wasn’t until White started in her role as team manager at Boston College that she came to realize that women’s basketball players’ relationships with their shoes were often vastly different from that of their male counterparts.
“If you talk to college trainers, Boston College for example, they’re gutting out the entire inside of those men’s sneakers and they’re creating inserts that are custom to the players’ feet,” White said. “They’re adding things into the shoe to try to manipulate a men’s shoe to fit the female foot form. … They had years of inserts that they’ve had to make and different alterations they had to make to those shoes. Every one of those people helped us put together what is now the DNA of the brand.
“I think it’s a great development, because as it stands women lack that specificity that they need in supporting their feet,” Solano said. “A lot of them just wear the men’s shoe, and that just isn’t enough. ... With a male shoe typically being built a bit wider, it allows the typical woman’s foot to spread out a bit too much, and that can cause blisters on the inside of the foot as well as instability when they jump or plant.
While Moolah Kicks has experienced an impressive rise in its first few years, having a consistent seat at the basketball shoe table remains a work in progress. Despite its NIL deals with college players, finding a way to consistently showcase the shoes on the court is nearly impossible because every Division I program has on-court merchandising deals with one of the big brands.
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