The Company We Want to Build - Putting Communities and Culture First


For those of you who haven’t been following my crazy startup journey over the course of the past 4 months, I want to tell you about the company we are trying to build.

My business partner (Laura Youngson), myself and our rapidly expanding team of experts are building a football boot for women, that we’re planning to launch on Kickstarter at the end of this month.

Why a football boot for women, doesn’t that exist? Are you crazy? You’re not a woman, where has this come from? What do you know about shoes? All these questions are answered at our FAQ page here.

That’s not what I want this post to be about. I want to tell anybody and everybody reading this (hello Dad) about the company we want to create at Ida Sports and why.

Ida Sport’s story begins with Laura fighting for gender equality, taking female footballers to the top of Kilimanjaro and standing up for women and girls around the world. She wanted women and girls to be able to play, to have fun, to have access to the same opportunities as their male counterparts.

As it turns out, the women on the mountain had another problem in common. Their boots were pretty crappy. They’re uncomfortable. They hurt.

Almost all the boots on the market are made for men and boys, there are millions of female athletes who want another option. They want to play, and they don’t want their feet to hurt.

That’s why boots are the first step (pun 100% intended).

But this is about something much, much bigger. Laura and I joined forces in January, and I cannot begin to tell you what a humbling experience this has been. I have met the most incredible group of women (and men) who have gotten behind this project in ways I wouldn’t have dreamed of when we started out.

I’ve met players, coaches, administrators, designers, accountants, lawyers, podiatrists, CEOs, cleaners, receptionists. They have three things in common.

  1. They love their sport

  2. They want to be a part of this movement.

  3. They’re pissed off with the way things currently stand.

What we are talking about here is 50% of the population being banned from playing the game they love, or underappreciated and undervalued in the workplace for decades and decades.

We are building a community of people that want to do business differently. We want to build a diverse team from all different backgrounds. We want to actually listen.

We want to create a company where people love coming to work. A company where people feel empowered. Where having a child isn’t a setback to your career. Where you are celebrated for who you are.

Forget quotas - this is a company that puts women and minorities in leadership from the beginning. Not because we have to, but because we’ll be better and have much more fun.

We will create a company that puts community and culture first.

Boots are just the start.

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