HARTFORD, Conn. — During her senior year at Boston College in 2019, Natalie White came across an online advertisement that would shift not only the course of her life but the entire women’s basketball sneaker landscape.
The promotion featured four WNBA players, however each star was holding up a shoe model named for an NBA player. The Moolah Kicks founder and CEO had always noticed disparities between the men’s and women’s games as a player growing up in New York City, but something struck a chord that day.
“I realized that my entire career I never questioned the fact that I was wearing and shopping in the boys’ and men’s section,” White, now 24, told the Hartford Courant. “When I saw that ad I think a lot clicked in my mind that the fact that women and girls had been playing in men’s sneakers not only had a negative social implication, but it also had a negative performance implication.”
