November 10, 2021 | BY JIM BEATTY
When I googled athletic shoelaces to research this story I was notified of about 2,710,000 results.
Little did I realize there were so many companies and types of shoelaces, round, half-round, flat, oval, waxed, and tubular, there could even be more.
There are even scholarly studies about shoelaces that I had no idea even existed.
Did you know that according to a study of Why Shoelaces Become Untied was conducted by mechanical engineers at the University of California, Berkeley that while running that your foot hits the ground at 7 times the force of gravity?
I didn’t.
Did you know that the “Shoelace Problem” on how to tie your shoe was studied at the University of North Carolina, Chapel Hill?
I didn’t.
So, all of this data is just information that I am certain will prepare me for a future appearance on Jeopardy. Category “Loose Ends” please.
Enter Nobbits USA, the only African American company in the US that manufactures and sells shoelaces. “The shoelace market size is hard to determine, but the North American footwear market is $100 billion and shoe accessories are estimated to be 20% of shoe sales” according to Nobbits Chief Brand Officer, Jerlando Jackson.
Well, I learned of this company as a result of the African American Gol EXPO and Forum last August and I have been intrigued with them ever since.
Founded by veteran sports entrepreneur, Ron Brent, this Fitchburg, Wisconsin based company is making an impact in the sports industry with its innovative design for shoelaces
Have your shoelaces ever become untied during a round? I have.
Have you ever accidentally stepped on your untied shoelace? I have.
Nobbits makes those incidents and shoelace malfunctions ancient memories.
Nobbits makes shoelaces from polyester with raised dots — “nobbs” — formed from an adhesive on both sides of the shoelace. These nobbs create consistent tension throughout the lace stopping knots from coming undone and creating a more comfortable fit.
The nobbs are strategically placed throughout the shoelace to reduce the amount of slippage between the eyelets, which is the most common reason why shoes come untied.
Nobbits shoelaces could make an impact in the marketplace and be a viable asset not only to the Wisconsin business community but to the sports industry” according to Mr. Jackson.
The more I learn about footwear and shoelaces, the more I respect and admire Nobbits unique and innovative approach. You have to see it and try it to understand how simple and effective this approach is to improving the mundane task of tying one’s shoelaces.
It has even become fun and stylish.
It is possible that just as Dr. George Grant brought innovation to the golf tee that Nobbits will bring similar innovation to the shoelace? Only time will tell. I am “pulling” for them. Hope you will too.
