The release builds on the brand's Made For Me campaign.
ASICS Australia has released the world’s first cricket shoe, specifically designed for females – developed locally in conjunction with Cricket Australia’s (CA) Women’s Team Physiotherapists and Athletes.
In recognition of the incredible growth of women’s cricket in Australia, ASICS has launched the 350 NOT OUT FF to the market alongside a fresh Made For Me campaign, featuring key players from the Australian Women’s Cricket Team.
Female cricketers have historically had little choice but to play in men’s or unisex cricket spikes, but this now changes with the new 350 NOT OUT FF providing women with a cricket shoe designed specifically for a female foot.
ASICS and CA have created a custom fit for female cricketers to reduce slippage and improve stability.
The new female cricket shoe also features a FLYTEFOAM midsole for reduced weight and flexibility in the shoe, rearfoot GEL technology for additional comfort and cushioning, and interchangeable resin and metal tip studs, offering players the edge they need on the field.
The Made For Me campaign features five-time world cup winner, Alyssa Healy; Australian all-rounder, Ashleigh Gardner and Australian Women’s Cricket Team Physiotherapist, Kate Beerworth – who contributed throughout the 350 NOT OUT FF development process.
“I’m really excited to be able to wear a women’s cricket shoe this season, to know it’s going to fit nicely and be designed especially for feet like mine which is really cool," Australian cricket player and ASICS Ambassador Alyssa Healy says.
“I think it’s really important that brands like ASICS invest in the development of female friendly equipment to entice more girls to play. Growing up I could only dream of a shoe designed just for women and it certainly would have made me feel more at home playing alongside the boys, so to know this is now a reality is terrific.”
Beerworth says having a shoe specifically designed for a woman's foot will offer greater support for female athletes.
“It’s exciting to see the first women’s cricket shoe come to life," Beerworth says.
"A lot of work has gone into it and it’s been a real team effort with my predecessor Kate Mahony driving the project for cricket in its infancy."
Brand: ASICS Oceania
GM Marketing: Simone Bushnell
Sports Marketing Manager: Kate Vili
Integrated Marketing Manager: Natalie Gerasimoski
Sports Marketing Co-Ordinator: Carl Brazell
Creative & Production: Chisel
Directed by: Pat Sidoti & Zak Kaczmarek
Producer: Izzy Seeto
DP: Peter Danks
Edit / Post: Chisel
Sound Design: Dec Diacono
Photographer: Dan Allen
PR Agency: Lampoon