“I have long said that women have been conditioned to want less. Women are supposed to be happy with the crumbs, but we deserve the cake, the icing, and the cherry on top. Let’s close the #EntitlementGap!” - Billie Jean King who has a knack for saying it best.

Why Not Now?

We believe that women and girls have waited long enough to be prioritized by sportswear companies. It’s past time that we provide female athletes with real choice when it comes to the gear that keeps them going. In fact, we even think they deserve a product that’s tailored for their unique bodies and puts comfort, fit, and quality above all else. So just as men’s kits have been designed with their health, anatomy, and performance in-mind for years and years and years, we want, need, and deserve our kit to be designed specifically to support us in our athletic pursuits as well.


No, really. Why should we sit around and wait for better to arrive? That’s exactly the question our co-founders Laura Youngson and Ben Sandhu pondered a few years ago after a world-record breaking trek up Mt. Kilimanjaro with Equal Playing Field Initiative. Sometimes if you want something to get done, you just need to do it yourself. We didn’t do it alone though. We built this with you and with you in mind. We spent hours and hours (...and hours...and hours) reading medical journals, interviewing podiatrists and physios, and speaking directly to players from the grassroots to the professional level.


If the shoe fits, we say wear it. We realize that we can’t design a single shoe that works for every athlete, but you’re welcome in the Ida squad regardless. Players from soccer and rugby to Aussie football rules and ultimate frisbee have all found comfort and relief in our boots. Structurally, our boots are designed to accommodate the nuances of the female athlete’s foot. Aesthetically, our boots are designed with inclusivity and general badassery in mind. While we will never default to the “shrink it and pink it” method, we’re not opposed to a pink boot if that’s what our athletes want and it’s just too cool to ignore.
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