Women have been playing basketball for decades, but in men's shoes. This was the motivation behind Moolah Kicks. 

Natalie White, founder of Moolah Kicks, realized it wasn't working to have women basketball players wear smaller sized men’s shoes in different colors or kids’ shoes. It doesn’t do much for player morale and has negative social and performance implications on women who are more prone to ankle, knee and leg injuries. She wanted to champion women to take pride in being a women’s basketball player and believed this can start with better shoes - for women, by women. 

To create the shoes, she took the average female foot form and combined that with the basketball shape so the sneakers can support the female foot form and put them at less risk for injuries. She started marketing her brand by word of mouth and social media. It was both the purpose and performance of Moolah Kicks that truly ignited the brand to what it is today, and changed the courts of Women's Basketball nation wide. This is #ontheball.