Tasked with re-engaging our core Austin audience, I reached out to The Texas Playboys, a team filled with the who’s who of Austin creatives, to talk about potential sponsorship opportunities. A friendship was forged and I had the idea to create a HELM baseball cleat, which the team was game to test. I sent the boots off to be fitted for custom cleats creating a one of a kind footwear for the field. The partnership will officially be unveiled in the 2023 season.