FOOTBALL MILESTONE

Creating the world’s first signature boots for a Sunday League team was a project that pushed boundaries and redefined what grassroots football could achieve. As creative director for Baiteze Squad, I had the privilege of designing these boots alongside the New Balance team and key members of Baiteze Squad—a process that took over a year to conceptualise, develop, and execute.

Baiteze Squad has always been about breaking barriers, and this collaboration with New Balance was no exception. Together, we created two custom designs that told the story of Baiteze’s journey, heritage, and deep connection to East London. The first boot, “Concrete Jungle,” based on New Balance’s Furon v6 silhouette, was a celebration of the team’s roots. The Gunmetal Grey and Alpha Orange palette was inspired by the skylines and sunsets of Newham, capturing the grit and beauty of the place where it all began.

Every detail was meticulously crafted to add layers of meaning. Reflective football chant lyrics, team names on the laces, a custom metal keyring, and a map of East London etched onto the chrome soleplate—all these elements came together to create something truly iconic. It wasn’t just about the design; it was about telling a story that resonated with both the grassroots community and professional footballers, with Premier League stars and locals alike eager to own a pair.

This project was a first for grassroots football—a momentous collaboration that showed the world the power of creativity, culture, and community. Seeing these boots come to life and the waves they’ve created in the football world has been an unforgettable experience. It’s more than just a pair of boots; it’s a symbol of what’s possible when passion and innovation collide.