A few years back, Australian brand Concave were in the midst of a large marketing campaign in the US, attempting to push their PT+ boots to a new set of players. It proved only mildly successful and the brand took the option of scaling back. In the time since, they have taken a fresh new approach, refocusing their attention on dramatically upgrading the technology and performance across multiple silos. Now, they are ready to launch back into the US market.
We took the opportunity to reconnect with the brand and spoke briefly with Chief Technology Officer, Richard Grantham, to see where the brand are headed next. You might have known that the boots are already available to players in the US. Since they are, we will be covering the entire Concave range in more detail as we move forward, so you know what you can expect performance wise! Anyone interested in testing a pair?
Let’s backtrack a few years, what happened with the Concave brand back in 2011?
Nothing actually happened with Concave back in 2011. We are making some really big progressions in the market place now, and we are really keen to keep moving forward. When people talk about us being bankrupt and not selling product in to a key market, it does very much hurt us as a brand. We have offices in the UK, Australia, Indonesia, and we are looking to move in to the US at some stage next year.
How have Concave boots evolved over time and what is their purpose on pitch?
Concave boots are unique with the Concave shape and Power Strike technology piece that sits on the upper part of the boot. Our early boots were very much functionally driven. We recruited former adidas chief engineer Volker Steidle, and former adidas Chief Designer Bruno Antonelli. These guys have really helped the boot progress to a whole new level.
How do the boots fit and what can players expect when they wear them?
The comfort of our boots is a priority for us, and our customer feedback on this has been very positive. The primary difference players will notice wearing a Concave football boot is the extra control and power created from the concave shape of the boot.
Any plans to release boots to the US market?
We have an online store for the US market, and can deliver product withing 2 working days. So, they are already available. We also have a number of online retailers in the US, such as Pro:Direct, and are currently in negotiations with a number of new retailers to broaden our reach.