Moolah Kicks, founded in 2020 by CEO Natalie White, is making waves in the women’s basketball footwear market by focusing on shoes designed specifically for the female foot form, rather than adaptations of men’s shoes. On October 15, they launched three updated models—including the Kids’ Press Break, priced between $90 and $185—which are available at select DICK’S Sporting Goods stores and on Moolah’s redesigned website. The company has sold 200,000 units so far, leveraging organic social media marketing and partnerships rather than costly advertising campaigns. Moolah also emphasizes feedback from younger players to shape its designs, aiming to support girls and recreational athletes who form a large part of their customer base.

The growing prominence of women’s basketball has drawn major brands like Nike, Puma, and Reebok to sign WNBA players such as Caitlin Clark, A’ja Wilson, and Sabrina Ionescu for signature shoe lines. These athletes’ models have seen significant sales boosts, with Ionescu’s Nike Sabrina 1 sneaker surging in popularity in 2024. However, White argues that while these shoes are endorsed by women, they are typically designed for male biomechanics. Moolah seeks to carve a niche by committing fully to women-specific performance footwear, backed by science and athlete input, which differentiates it in a competitive market valued at $3.75 billion in 2025 and projected to nearly double by 2035.

A notable aspect of Moolah’s approach involves biomechanical research. A 2026 study with Scottish Rite for Children showed preliminary findings of an 11% reduction in knee loading during deceleration and about 5% less knee loading during lateral movement for athletes wearing Moolah shoes compared to their previous footwear. The study also suggested increased ankle mobility and reduced hip loading. While still in early stages with more participants needed to confirm the results, this research underpins Moolah’s commitment to creating performance benefits tailored to female athletes, and the company plans ongoing studies to further innovate based on these insights.

Moolah’s vision extends beyond professional play, targeting youth and recreational players as part of a larger strategy to grow women’s basketball culture and participation. The Kids’ Press Break shoe is the only performance sneaker specifically made for girls’ biomechanics, reflecting White’s belief that building connections with younger athletes can help shape the future of the sport. Community engagement through design voting and social media feedback ensures the brand resonates with its audience. As more companies enter the women’s basketball space, Moolah bets that its athlete-focused design philosophy and authentic connection with the women’s basketball community will secure its lasting place in the market.