At the 2026 FIFA World Cup, a distinct trend emerged around soccer cleats, with most players sporting bright pink designs from major brands like Nike, Adidas, and Puma. However, France’s Michael Olise stood out by sticking to his preferred Nike Hypervenom III cleats, originally produced between 2017 and 2019. Given the rarity of these cleats, Olise carefully sources unused pairs and sends them to Ryan Park, a specialized craftsman in Edinburgh, Scotland, who customizes and refurbishes them to meet the player’s high standards.

Ryan Park discovered his niche during the COVID-19 pandemic when he began restoring and customizing soccer boots for amateurs and collectors through his Instagram brand, @bootsnpieces. His work quickly captured the attention of professional players across Scotland and England, leading him to turn his side project into a full-time business. Park’s specialty includes converting the molded firm-ground studs on many cleats into metal soft-ground studs preferred by some players for better grip, a service that takes about 20 minutes and costs roughly £60.

Park’s bespoke approach offers something that big sneaker manufacturers often do not: personalized fit, performance tweaks, and unique artistic touches. He has enhanced cleats for numerous World Cup stars, including Toni Rüdiger, who had his Under Armour cleats converted, and England’s Morgan Rogers, for whom Park applied custom logos. While clubs hold lucrative uniform and sponsorship deals with major brands—like Puma’s $135 million annual contract with Manchester City—players often seek individual agreements for cleats, allowing room for such customized work.

This personalized customization trend highlights a subtle resistance to the heavy corporatization of soccer, where players like Olise prioritize comfort and tradition over lucrative sponsorship deals. Park’s work exemplifies the importance athletes place on their gear’s fit and feel, making his craft a valued and growing business amid the commercial juggernaut of the World Cup. His rise from financial services to a sought-after cleat craftsman underscores a unique and artisanal side of professional sports in an era dominated by global brands.