When Natalie White Moolah Kicks’ founder approached me with her idea to launch a women’s specific basketball brand I was all in. The fact that I have two daughters that play the sport made made the connection very easy for me to make. I knew first hand how my girls’ shoes never fit quite right and ALWAYS required a break in period. Natalie wanted to change all that by offering female ballers a fit that was gender specific. After establishing the fit parameters we brainstormed design to create the first designs to be minimal and lightweight. Special attention to the creation of the outsole resulted in multidirectional grip utilizing the trapezoidal logo as a functional design element. The simplicity of design is juxtaposed with bold sublimation printed graphics and layered no-sew lamination.  I’ve been to multiple AAU tournaments since the launch of the brand and the overwhelming reaction from the players that own the sneakers is 1. Super comfortable 2. No break in required 3. Outstanding grip.