Columbia women’s basketball star, Kitty Henderson, has found a perfect partner in Moolah Kicks, the pioneering brand that champions female athletes. For much of this basketball season, Henderson has worn Moolah shoes designed specifically for women, which have not only alleviated her recurring foot pain but also provided her with a platform to support fellow female athletes. Moolah Kicks prides itself on being the first and only performance basketball brand created by and for women, a response to the increasing visibility and popularity of women's basketball. Reflecting on her partnership with Moolah, Henderson noted, "We’ve seen such a growth of women’s basketball in general. So I think it’s been such a nice place for Moolah to come in as a woman-dominated company and serve women in that area." This sentiment echoes a broader trend in sports, where female representation and support are steadily gaining momentum. Founded in 2020 by Natalie White, Moolah Kicks has quickly made a name for itself in the athletic footwear industry. The brand debuted its first shoe, the Phantom 1, in 2021, which was made available in over 140 Dick’s Sporting Goods locations. In a significant expansion, the distribution increased to over 500 stores by 2022, coinciding with the launch of Moolah’s second model, the Neovolt Pro. As of 2024, Moolah shoes were sold in 631 stores, with retail sales soaring by 47% year-on-year. The brand's success aligns with the recent introduction of Name, Image, and Likeness (NIL) deals in collegiate sports, a legislative change that has enabled athletes, including Henderson, to monetize their personal brands. White explained that the timing of Moolah's rise coincided perfectly with the emergence of NIL opportunities. "With NIL, that was something macro that you didn’t know was going to happen, right?" she reflected, highlighting the unpredictability of the legislative changes that have allowed athletes to market themselves. Henderson's performance on the court has undoubtedly seen an upswing, as she averaged 13.3 points, 6.2 rebounds, and 4.8 assists this season, marking significant career highs. Her team, Columbia, achieved a commendable 24-7 record, including a First Four win over Washington. "I don’t have to worry about my feet being in pain. I can just play freely, which is really, really nice," Henderson shared, emphasizing the positive impact of Moolah shoes on her athletic performance. Interestingly, many athletes, including Caroline Ducharme from UConn and Maddie Vejsicky from Akron, have faced restrictions that prevent them from wearing Moolah shoes during official games due to existing sponsorship deals their schools have with other brands. However, they have reported positive experiences using Moolah footwear in practice. Vejsicky mentioned that the shoes have significantly helped alleviate her shin splints, stating, "There’s nothing really I can say that’s bad about it. It truly fits a woman’s foot how it should and literally needs no time to break in at all." As the women’s sports landscape continues to evolve, Ducharme believes that businesses like Moolah Kicks will flourish alongside the growth of women's basketball. She noted, "It’s so important to really be able to use our platform and be able to support other women getting involved in the sport. For so long, it was just (considered) women playing a man’s sport. And now I think it’s developing more into women playing basketball in general." This growth not only highlights the increasing acceptance of women's sports but also underscores the entrepreneurial spirit among female athletes, who are finding ways to capitalize on their visibility and influence. As NIL deals continue to reshape the landscape of collegiate athletics, Moolah Kicks stands as a beacon of innovation and empowerment in a sector long dominated by male counterparts.