Big brands Asics and Nike duke it out in netball’s sneaker wars
Australia’s biggest sport for women and girls presents a huge market for the shoe manufacturers battling to dominate from the Super Netball floor to the weekend court. So which brand wins the war?
A quiet revolution has been taking place on the netball courts of Australia in the world’s toughest professional league.
But in a competition dominated by some of the tallest sportswomen in the nation, the change is happening at ground level, where the choice of shoe worn by the elite has been undergoing gradual change.
Just a few years ago, Asics – who offer several dedicated netball shoes in an Australian market that boasts more than a million players – dominated the market, with almost every Diamonds representative player wearing their shoes.
But over the past few years, sporting giant Nike has made a sizeable inroad into the market – at least at the elite end.
While the 80 full-time players contracted to Super Netball clubs wear a variety of shoes from Asics and Nike to Mizuno and Puma, the shoe war is clearly between the established netball grassroots favourite and the US interloper.
At a captain’s call before last year’s pre-season Team Girls Cup, the split between the eight players represented was 50-50 between Asics and Nike.
It’s roughly similar in the Diamonds ranks as well, although Asics is still top dog overall in Super Netball – just – and dominates the grassroots and junior ranks.
While women’s involvement in the various football codes continues to grow at a great rate, netball remains the leading game for women and girls in this country and there’s a huge commercial prize on offer for winning the shoe wars.
Asics Oceania general manager of marketing Simone Bushnell said the brand had been a long-time supporter of Australian netball, from grassroots initiatives to the professional level.
“As a brand, we believe in investing in sports that enriches its community, aligning with our own brand’s commitment to inspire movement to uplift the mind, foster friendships, and build connections, regardless of the level of play,” Bushnell said.
“Our investment into netball spans athlete sponsorships and community programs through to product research and development, which directly influences the design of our shoes, worn by players of all abilities.”
Among the highest-profile athletes sponsored by the brand are Diamonds vice-captain Paige Hadley, midcourter Jamie-Lee Price and defender Jo Weston, who wears the new Netburner Ballistic FF 3, a shoe recommended by the Australian Physiotherapy Association and Sports Medicine Australia.
“This shoe gives me better control over my game and supports various movements, giving me the confidence and control to play to my best ability,” Weston said.
Nike is less of a force in the overall market but is making a significant push in the sport as a whole – sponsoring England Netball and various individual Roses athletes including NSW Swifts goaler Helen Housby, while continuing to make inroads into the Australian market, especially at the elite level.
Among athletes sponsored by the sportswear giant are Diamonds captain Liz Watson – a former Asics-backed player.
“For me, it started probably (around) the 2019 World Cup. They were quite keen to get into netball, and I think that’s when they started sponsoring the England team as a whole,” Watson said.
“They don’t necessarily have a netball shoe as such (in the Australian market) but there’s obviously basketball shoes and volleyball, which is quite similar.”
Watson wears a low-cut basketball shoe, the Nike GT Cut 3 on the court and is one of several Diamonds players, including Kate Moloney and Sophie Garbin, to endorse the brand.
“I really, really like playing in them – I did love Asics as well, there was nothing against them – it was a decision that I really wanted to try such a big global brand.
“And the commitment that they’re putting into women’s sport in particular … I know they’re very keen for women’s sport and they’re a great brand to be working with.”
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