A dislocated ankle in 2019 while playing the game he loved was the catalyst for Matt Carter to research footwear with greater support to help his weak ankle and lower back. Matt began researching the market and the design of sports shoes, specifically cricket shoes, with expert designers and biomechanists to understand the impact different design features have on the back, knees and ankles when placed under strain. The research was with his comeback in mind, little did he know at the time that this was the start of the ME+U journey!

After years of research, a lengthy hunt to scout out the required talent, dozens of design concepts, numerous prototypes and months of production, the exceptional range of ME+U cricket footwear was developed. Because of the distinct and diverse nature of ME+U, the research widened into women’s cricket footwear. Further research, rigorous testing and acquisition of ambassadors with the likes of Lauren Filer, Maia Bouchier and Grace Scrivens enabled ME+U to develop the All Rounder shoe, specifically designed for women.

Pacelab founder, Rajasthan Royals High Performance Bowling Coach and ME+U advisor Steffan Jones explains the benefits of the shoe for batters and bowlers: “In unique sports like cricket, shoe design is pivotal; a stable, scientifically designed bowling shoe can make or break success. A stiffer ankle complex enhances energy transfer, and the flexion of big toe plays a significant role in energy dissipation which is key in bowling: pace or spin as well as ball striking when batting.”

Former West Indies captain and Mumbai Indians star Kieron Pollard is an investor and ambassador for ME+U and has worn the bowling and all rounder shoes in MLC, CPL, SAT20 and ILT20. He states: “I am thrilled to invest in ME+U. After wearing the shoes and understanding the ethos of the brand I am sold. I am thrilled to be able to wear the shoes and be part of the vision to provide shoes specifically for women.”

Key points

• Lightweight and Breathable Upper
• EVA Foam Midsole
• Custom Fly Knitted Ankle Sock
• Flexible sole (mid foot and toe box only)
• Lateral and Medial Foot Stabilisers
• Unique Heel Stabiliser
• Injection Moulder Heel Cup

ME+U investment in women’s sport

Other than football there are few sports that have footwear designed for women. Using inappropriate footwear will lead to ankle, knee and back injuries. ME+U have developed a cricket shoe specifically for women, incorporating unique design features for extra support and comfort.

Former England international cricketer and Kent batter, Lydia Greenway, now an advisor at ME+U, commented: “For too long female cricketers have had no option but to wear cricket shoes which are simply not suitable for them. ME+U understands that the female foot is very different to that of males. I am hugely excited at the prospect of females not having to put up with wearing men’s, junior or ‘unisex’ shoes.”

There is a growing commercial interest in female athletes as advocates, role models and ambassadors for brands. Female athletes are more accessible with stories that audiences can relate to in a different way to male athletes.