How are AOB Custom Kicks changing the game?
Ever since Craig Kieswetter kept wicket for Somerset in a pair of red & white Converse All Stars back in 2016, we’ve seen custom footwear rapidly grow its presence on the cricket field. As brands continued to play ‘safe’ with colourways and innovation - the spike market remained limiting and uninspiring.
This appears to have left a gap for specialist spiking businesses fill by offering players a true customisation service to express themselves on the field. At the centre of this trend is AOB Custom Kicks. A dedicated service to give cricketers at all levels the chance to wear what they want on their feet, without compromising on performance. Created during lockdown, but already boasting some serious customers, we chatted to co-founder Aidan to understand AOB’s inception and the growing trend of custom cricket spikes.
Firstly, we’re intrigued to know what AOB stands for…?
AOB stands for Aidan O’Brien, I’m one of the two man band who runs this business, together with my childhood friend Jordan Elliott! AOB Bat Doctor was the first business we started just after the first ‘lockdown’. I had been working on bats for friends and teammates for years, then started doing the bats for the Essex players. One thing led to another and here we are.
When did you start customising cricket spikes? How did you fall into it?
AOB Custom Kicks was established at the end of 2021. Jordy and I identified a gap in the market for a wider range of shoes with more flare and personal options than the usual ‘off the shelf’. Diversifying the AOB Bat Doctor page initially, we saw a great response from pro players within the UK and, wanting to extend this to the wider cricket market, AOB Custom Kicks was launched.
What’s the most difficult pair of shoes you’ve provided?
[Simon] Harmer’s! Size 14 with extra studs! We also did some adidas Cloudfoam that required the sole to be completely rebuilt before the final sole with spikes were fitted.
Why do you think more and more players are spiking non-cricket trainers?
Players want to express themselves without compromising comfort or grip. Having different colours, alongside the comfort of an ordinary trainer/ tennis shoe, gives them that opportunity. We are both what you would refer to as ‘badgers’ and have used spiked trainers for years. Having been around the pro circuit for the last 15/20 years it’s definitely becoming more widespread in the pro and amateur game alike.
Is it largely the younger players that are more interested in custom spikes?
Not at all, we have had people from all ages, including seasoned veterans! Players of all ages prefer the comfort and unique look/feel.
We see custom shoes in other sports such as American Football, Basketball, Football…do you feel Cricket is starting to catch up with customisation?
Yes definitely! People like the option of having something designed which is personal to them, and that’s not only specific to sporting superstars! Golf is something we are thinking of branching into next so watch this space!
How does social media help your business?
Social media is essential to our business, anyone in the world can get in touch with us at @aob_customkicks to order their custom kicks via Instagram, we will also be launching on other platforms!
Looking at your Instagram, it looks like you’ve had a busy year. Can you name a few of the players you’ve worked with recently?
Tabraiz Shamsi, Sam Curran, Jason Roy, Ben Stokes, Simon Harmer, Max O’Dowd, Sunil Narine, Will Jacks, Billy Root, and Marnus Labuschagne to name just a few!
That’s a serious client list. Is it mainly professional players you’re serving at the moment, or is there a mixture of pro, semi-pro, amateur?
It’s all really! We have had a large number of amateurs and semi-pro customers and have been overwhelmed by the pro support. It has sometimes been a surreal experience, liaising with the pros who have reached out for a pair or two.
How about yourself, do you play the game? If so, what spikes are you currently wearing?
We do! although our ability definitely does not justify our choice in footwear!
Aidan - Puma Velocity (similar to Virat Kohli)
Jordan - Nike Vapor Pro (in pink)
Finally, if you could spike a pair of shoes for one player (past or present) who would it be for?
I’d say we have achieved that with Stokes and Roy as we are both big fans of those! If we had to pick a past, it would have to be Shane Warne! He had that X-factor element and would like to think he would go for something with that extra flare to match. RIP Shane.
Make sure to give AOB Custom Kicks a follow on Instagram here.