In the confined, frantic spaces of the squash courts, where matches can be decided by a single explosive movement or a desperate lunge, the demands placed on a player’s footwear are non-negotiable.
Those are demands that a new brand – Kanso – believe they are uniquely equipped to handle.
Rewind almost a decade and squash devotees will recall with clarity the moment when a previously obscure Swedish brand named Salming crashed into the sport’s footwear market, boldly redefining what players wore on their feet.
Led by then-CEO Tomas Solin, with Commonwealth Games gold medalist Adrian Grant as the brand’s first ambassador, Salming’s rise was swift and audacious. In a remarkably short span, the company reshaped squash footwear with its neon splashes of colour and performance-oriented designs, quickly emerging as the dominant force.
A decade later, Salming’s presence has dwindled, its once bright footprint now faded.
Yet, like old friends returning to familiar haunts, Grant and Solin have rejoined forces with a new venture: Kanso – and they’re aiming to not merely replicate their past success but to surpass it.
“The first time around, we didn’t have much squash experience,” Grant admits, looking back on their Salming days.
“I was still playing and learning the business side as we went, and Tomas was figuring out squash. But we saw an opportunity – there was space in the market for something dynamic and bold – something that captured the speed and energy of the sport itself. We made it work, and quickly.”
Their initial success was built on a potent mix of innovation and an instinctive understanding of what the sport needed. The brand’s vibrant designs and attention to detail captured the imagination of players who craved something that felt as dynamic as the game itself.
Yet, as suddenly as Salming had arrived, the brand began to drift. Internal changes and shifting priorities led to a gradual pullback from squash, leaving a vacuum in a market it had once commanded
“Back then, it felt like there was a lot of competition from other brands who had been around for a long time,” Grant says. “But when Salming pulled out, there was a gap in the vibrancy. That gap has remained.”
After Salming their paths diverged, with Solin moving into the outdoor industry and Grant into coaching in the U.S. – yet the pair kept in touch and the spirit of collaboration lingered.
In early 2023, Solin dusted off a business plan that had been shelved for years. The idea was for a dedicated footwear brand focused on indoor sports, and Solin saw that the moment was right.
When Solin reached out to Grant, it was not just an opportunity to revive a shared passion; it was a chance to do something more ambitious.
“I had this plan sitting in a drawer,” Solin recalls. “It was a plan I’d worked on but put aside after leaving Salming. When my previous work wrapped up, I thought, ‘Why not take another look at it?’
“The world has digitalised so much; things are different now, but the fundamentals of creating a dedicated footwear brand for indoor sports are still solid. Maybe the opportunity is even stronger because of those changes.”
He reached out to Grant, sensing his old ally might be ready for a new challenge. For Grant, who was becoming disenchanted with the daily grind of coaching, the call could not have come at a better time
“There was no hesitation,” he says. “Tomas and I had something special with Salming, but we’re not just trying to repeat the past. We’re aiming higher this time and because it is Tomas’s brand, this time around we have total control with what we want to do and how we want to develop.”
At the heart of Kanso lies a commitment to excellence through focus. The brand’s laser focus is on footwear for racket and indoor sports, aiming to deliver shoes that meet the sport’s specific demands. The goal is not breadth, but depth—a commitment to excellence over expansion.
“We want to be the best at what we do,” Solin states with quiet conviction. “We’re not here to cover every sport or make every type of equipment. We specialise in what we know we can excel at – high-performance footwear that meets the unique demands of court sports, which we know we can deliver.”
Grant’s enthusiasm for Kanso goes beyond nostalgia or even loyalty; it is rooted in his admiration for Solin’s meticulous approach. “Tomas is like the Steve Jobs of squash shoes,” he says, evoking the comparison with a mix of humour and reverence.
“He doesn’t just think about the shoe itself, but the entire experience and the vision. It’s about control over every detail, every aspect of the brand’s identity. We had a successful formula back in the day, and now we have the opportunity to execute it with even more precision – I think it’s very exciting for the sport.”
It is a bold analogy, but it captures the essence of Kanso’s mission. The technical requirements for squash footwear are not trivial. While running shoes cater to linear movement, squash demands shoes that can handle 360-degree motions – quick turns, sudden stops, explosive starts.
This is footwear engineering at its most challenging, and Solin knows it. “Court shoes are difficult to get right,” he says. “They require a balance of stability, flexibility, and durability. There are very few manufacturers that can deliver top-tier performance, but we’re working with the very best.”
Kanso’s timing could not be more opportune. In the years since Salming’s exit, the squash shoe market has been without a clear leader. Brands like ASICS and Mizuno have maintained a presence – while the likes of Eye have flashed in and out of popularity – but no one has claimed the top spot in the way Salming did.
“Right now, squash shoes are dominated by ASICS, but the market feels wide open,” Solin says. “There’s a curiosity there – a hunger for something fresh. If we can come in with a product that combines quality with a distinctive look, there’s a real chance to make an impact.
“Players are looking for something new, something that stands out not just visually but in terms of performance. We believe we can provide that.”
For Grant, Kanso is about more than just creating a product; it’s about cultivating a culture.
“The tools we have now are different,” he says. “Social media and digital engagement with athletes and fans opens up new ways to connect with the community. It’s not just about selling a product anymore; it’s about building relationships. We’re not just launching a shoe; we’re creating a brand that people can feel a part of.”
The founders are acutely aware that successful branding goes beyond securing high-profile names. While star players bring visibility, Kanso’s strategy focuses on partnering with players who embody the brand’s ethos – those with unique stories or significant influence in their communities, regardless of ranking.
“Every player has value,” Grant says, “Whether they’re number one or number 100. Look at Miguel Rodriguez – when he joined Salming, he was still on the rise, but he had a massive following in Colombia and South America. We want players who resonate with their audience, who can help tell our story.”
With Kanso, Grant and Solin are not simply distributing shoes; they are fostering a sense of belonging.
“It’s not just about signing a contract and moving on,” says Solin. “We want to build a family atmosphere with our athletes. There’s a real connection when players feel invested in the brand, and we’re there for them every step of the way.”
For Grant, Kanso represents a chance to create deeper relationships than he could in his days as a Salming ambassador. “Back then, I was mainly connecting the dots between the brand and the players,” he says. “Now, I’m involved in everything – from logistics to strategy. It’s a much bigger role, and it allows me to help shape the brand in a more meaningful way.”
As squash pushes for Olympic inclusion and the sport continues to grow, Kanso’s timing seems almost prophetic. “There’s a buzz around squash that I haven’t felt in years,” says Grant.
“It’s expanding, and there’s a new wave of energy. We want to be a part of that, not just by providing equipment, but by helping to shape the future of the sport.”
Kanso’s journey is only beginning, but the ambition is clear. The company plans to grow its product line methodically, starting with two shoe models and expanding to four next year. Feedback from athletes will play a crucial role in refining designs and ensuring that each product iteration is an improvement over the last.
“We’re taking our time,” Solin says. “The temptation is always there to rush things, but we’d rather get it right than get it fast.”
For Grant and Solin, Kanso represents more than just another business venture; it is a chance to contribute meaningfully to a sport they both love.
“It’s about leaving a legacy,” Grant reflects. “We’re not just here to make a quick impact; we’re here to build something that will last.”
As Grant and Solin prepare to re-enter the market, they are not simply repeating history; they are crafting a new narrative, one that aims to elevate squash, one pair of shoes at a time.
