May 15, 2023
Footwear brands spend millions of dollars sponsoring elite athletes, yet they equip them with the same $150 shoes that Average Joes purchase. Will elite athletes have better performance in custom shoes? The data shared below suggests professional athletes need custom shoes.
Data shows that shoes that have a profound influence on athlete performance. Shoes are equipment. Most athletes have customized equipment—gloves, helmets, cars, rackets/clubs/bats—the empower them to reach their greatest performances. Rarely shoes are customized for the athlete.
There are 2 ways the shoe should be modified to enhance performance:
When brands commit to customizing an elite athletes’ shoes, 2 things happen: the athlete provides honest feedback on their experience in shoes and the footwear team is stimulated with new innovation concepts. Collaboration is increased as media, product design, product testing, and athlete management teams share this experience together. And the professional athlete leaves the experience feeling like they matter and have a say in their equipment which strengthens their bond with their sponsor.
Note: not all athletes need a fully customized shoe with their own lasts, upper patterns, and midsole/outsole molds. Heeluxe works with athletes to evaluate their performance in the full range of production shoes their sponsor offers. These experiences identify which shoe provides the best performance and comfort for the individual. The athlete leaves these experiences with enhanced confidence in the equipment their sponsor provides them and more knowledge about how their shoes and feet.
Since its inception Heeluxe has been brought into work with professional athletes for footwear brands. From Tennis great Gael Monfils, to Channel Island’s sponsored surfer Dane Reynolds to improve how his ankle interacts with surfboards, to world #1 golfer Jon Rahm—we’ve seen a lot. This experience combined with our ability to use the same equipment to test professional athletes that we use in your “normal” testing results in great outcomes for brands and athletes.
Whether you’re a professional athlete looking for help with your shoes or a footwear brand building the best equipment for performance, we’d love to hear from you at email@example.com.