The cleats utilize a spat-style ankle brace to convert between soccer and lacrosse forms.

Description

Adjustable cleats tailored to young female athletes for use in soccer, lacrosse, and field hockey.

Overview

Women’s athletics have been on an exponential rise since 1972. Currently, young girls from ages 7-12 are participating in more sports than boys of the same age. The girls and their parents are deeply involved in the athletic culture, thus creating an opportunity to address their inclusive needs and desires.

New Balance sponsored our group exploration of a high-performance, multi-sport cleat concept aimed at this market. The cleats had to accommodate the demands of soccer, lacrosse, and field hockey, while playing on grass, synthetic grass, and turf. Most importantly, they had to appeal to the young female athlete while fitting accordingly.

The research began with statistical and field analysis, and eventually arrived at focus groups of the intended audience. Input was collected from experts, parents, and young athletes to refine the design. Our multi-discipline group allowed us to deliver a complete marketing strategy to extend and build on New Balance’s brand.

The cleats adjust to function in both grass and synthetic turf via a lace-attached tool.

The young athletes actively participated in selecting color, style, and overall product appeal.

Over a hundred color and form studies were created to hone the cleats’ style.