EXCLUSIVE: Elandr introduces the InfinitMax® - a breakthrough in netball ankle protection
- Rhianna Dankwa
- Sep 5
- 5 min read
Updated: Sep 12
Ankle injuries have long been a rite of passage in netball, with 80% of players experiencing them during their careers1. Despite the sport’s growing profile - propelled by the England Roses' victory at the 2018 Commonwealth Games - there always loomed a gap in the market for footwear that can withstand the demands of the game. Until now.
Eloise Alexander Gueye, born 4 August 1989 in Surrey, started netball at seven and continued into adulthood with Old Reigatians before pausing to have two daughters, Celeste, 3 and Marlie, 4. Returning to the court, she spotted the sport’s lack of protective footwear.
“On coming back to netball after having Celeste, putting on my [ankle] braces reminded me how uncomfortable they are and that there has to be a better alternative out there,” recounts Eloise.
“I saw a picture of Steph Curry on his back with his legs in the air, and he has these massive braces sticking out of his shoes. I thought if there was going to be a better shoe out there that means you don’t have to wear braces, Steph Curry would be in them and he’s not.”
Eloise founded Elandr in late 2023 to revolutionise netball footwear. Her debut shoe, the InfinitMax®, is the first of its kind with built-in ankle support. Available in Ocean Blue, Linen and Lime, and Volt Rush, the shoe features three-tiered AnkleFort® protection: semi-rigid splints to prevent rolls, a wide toe box for balance, and a webbed lacing system for stability.
Eloise partnered with experts to make her vision a reality. Ned Jeffries, a sports injury podiatrist, contributed his biomechanics expertise, while Vianney de Montgolfier, former senior footwear designer for Nike Jordan, focused on the look.
“The sleek, futuristic design of [the shoe] was Vianney," says Eloise.
“In my head it was going to look like a typical netball shoe because that was all I knew. Vianney pushed me and was like, “Well, what about this design? It looks very different, but what you're building is very different in general, so why not go completely the opposite of what people know?””
A key attribute to the product design was the unparalleled insights of netball legend, former England Rose captain and Elandr’s Special Advisor Serena Kersten MBE (née Guthrie).
With over 100 England Roses caps spanning a decade, the 35 year-old understood the demands of elite netball on joints and ankles. Growing up in Jersey, the Centre/Wing Defence, like many young players, overlooked the role of proper footwear in preventing injury. Therefore, the chance to improve performance and protect players felt like a no-brainer.
“I connected with Elandr Sport after my retirement,” says Serena.
“Eloise was so passionate about her mission and it aligned with my passion for athlete welfare and developing the game beyond the court.
“I shared the demands of elite netball on joints and ankles, the need for stability during high-intensity movement, and how small improvements can make a big difference in performance and longevity.”
The InfinitMax® underwent rigorous testing from Eloise and wearer trials, along with professional endorsements from Jade Clarke, Geva Mentor and Taylor Glassie. This was key because most injuries in netball stem from sharp pivots, sudden changes, and hard landings - not contact typical of basketball. With poor footwear education at grassroots level, ankle injuries plagues the elite level; 80% of netballers experience them and 27% dropping out as a result.
Serena highlighted that during her career, the Netball Super League and England Netball made strides in injury awareness and prevention.
She said: “There was a clear increase in education, investment in strength and conditioning, and more structured injury-prevention programmes compared to when I started.
“Netball is evolving into a more physical game, but balance is key—rules should still prioritise player safety without losing the competitive edge.”
Elandr’s rise was powered by Australian entrepreneur Meg Gordan. Born 5 October 1988, Meg met Eloise at Old Reigatians. They instantly bonded since Meg’s children - Xander, 2, and Ada, 4 - are close in age with Eloise’s kids. Fresh from leaving Barclays to launch an Aussie beauty range and Stria Lab, a stretch marks solution, the 37 year-old’s sharp business sense, personal drive for injury prevention - after tearing her ligaments at 17 - and Aussie roots helped Elandr cut through a saturated market.
“We're creating our own category, which is really, really exciting,” Meg says.
“We're not just about high performance sportswear, protection or just brace company. We're combining the two in an innovative solution, something that's comfortable, fun to play in and really protects.
“If you're creating another nice to have in markets where you have big corporate giants with endless budgets, it's really, really hard for startups to come through. So I think the biggest learning has been about really trying to communicate that we're solving that problem.”
Before its website went live in June, Elandr had already won the 2024 Global Footwear Award and the 2025 FIT Sports Design Award.
Looking ahead, the future of Elandr extends beyond netball shoes. The company is developing an innovative sock which negates the need for sports tape. Furthermore, Eloise envisions expanding into other sports, positioning Elandr as a leading brand in protective sportswear.
Eloise says: “Netball will always be our flagship sport - that said, I think there's opportunity to grow into other sports. I can see by five years time we might also be creating a shoe for tennis players, basketballers volleyballers, you name it. I think the possibilities are endless.”
At its core, Elandr is more than just a sportswear brand. It’s a gateway for players to play with confidence without fear of injury. As Meg aptly puts it, “No matter what you play, you should be able to play for a lifetime and not let injury prevent that.” Although the InfinitMax weren’t around during her career, Serena’s committed to giving the next generation “athlete-centred products” to extend their peak years.
Eloise, Meg and Serena started with a common love for netball. They are now pioneers in protective sportswear.
References
1Rowe, P.L., Bryant, A.L. and Paterson, K.L. (2021) ‘Current ankle sprain prevention and management strategies of netball athletes: a scoping review of the literature and comparison with best-practice recommendations’, BMC Sports Science, Medicine and Rehabilitation, 13, p. 113. Available at: https://doi.org/10.1186/s13102-021-00342-9.
2England Netball (2021) England Netball launches NETBALLHer to drive systemic change for women’s health. Available at: https://www.englandnetball.co.uk/news/england-netball-launches-netballher-to-drive-systemic-change-for-womens-health/ (Accessed: 26 August 2025).
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