Adelaide-based basketball apparel brand FBL Sport has secured a partnership deal with Australian basketball player Shyla Heal.
Heal had reportedly turned down traditional endorsement offers from well-known multinational brands to instead partner with an emerging Australian company.
The deal includes the launch of Australia’s first-ever signature shoe named after a female Australian basketball player.
Alongside the shoe which retails at $120, the range includes a basketball, a cap and a three-pair pack of socks, with prices starting at $19.95.
Heal is 22 years old and has been a professional basketball player since she was 14. In her career, she has won a WNBL Championship, been drafted into the WNBA, and represented Australia and played for a handful of clubs across Europe.
"I remember vividly as I was growing up, every time I needed a new pair of basketball shoes, I was either trying to find a small pair of men's shoes or had to buy netball shoes,” Heal said. “Speaking with young families all around the country, this is still happening today. That's just crazy to me when you see how many women and young girls are playing basketball.”
According to FBL and Heal, research shows more than 1.3 million Australians are playing organised basketball in Australia this year, including more than 400,000 women, with many hundreds of thousands more who play socially. They also claim that Australian schools have shown record interest in basketball, the second-highest participation sport in Australia, and it is estimated that approximately 750,000 six to 13-year-olds play regularly.
A 2018 study by Roy Morgan showed that nearly 1 million Australians were playing basketball either regularly or occasionally, with 667,000 being men and 324,000 being women.
"It's also important for me to use my profile and these shoes to deliver a message of motivation,” Heal said. “Anytime someone looks down at their shoe, or bends down to do up their laces, I want them to be reminded that they can do anything, be it on the court or in life.
“I've had my detractors, I've experienced setbacks, and it's something I say to myself every day to keep me moving forward."
An Australian first, Heal joins an exclusive list of global female players to have their own shoe, including Sabrina Ionescu and Breanna Stewart.
"The growth in interest around women's sport in Australia, highlighted most recently by the success of our female athletes in Paris including our amazing bronzed Australian Opals, shows that young Australian girls can look up to the best in the world, right in their own backyard,” FBL founder Steve Rolton said.
"From our very first conversations through to today, Shyla has proven to be an incredible collaborator and partner, with a strong vision for her signature shoe and what it can represent in inspiring young women across the country.
“Shyla is more than just a phenomenal athlete; she is a symbol of empowerment and resilience.
“In a sport traditionally dominated by taller athletes, she has carved her own path, inspiring countless young girls to dream big and reach for the stars. Her impact transcends the boundaries of the court, as she uses her platform to advocate for equality and inclusivity in sports and beyond."
The shoe will be sold online at FBL Sport and will go on-shelf at select retailers from September 5.