Step One Clothing, a manufacturer of bamboo underwear that has become a favourite of professional athletes, has had a difficult run on the ASX. After a strong debut almost three years ago, its stock price had slumped from $1.53 at listing to just 23¢ in late 2022. But its chief executive, Greg Taylor, thinks he is onto a winner – Australia’s female netball stars.

So far, it is working. Step One shares have climbed back above their IPO price, and the company is now worth $310 million – up from $41 million two years ago.