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LACEEZE & DEFIANCE
Activity: Sports, eCommerce, Leisure
Region: Hampshire
Founded: 2016
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PEOPLES CHOICE AWARD

Laceeze

Laceeze is a parent-run brand dedicated to supporting young athletes by providing innovative sports accessories and apparel designed for kids first.

Laceeze, founded in 2016, began with a mission to solve a common problem for young athletes, shoe laces coming undone during sport.  The brand’s flagship product, Laceeze bands, made from premium silicon with a unique ribbed, patented design ensures maximum grip holding shoe laces in place.  It is a simple yet effective solution allowing young footballers and rugby players to focus on their game not their footwear. 

In addition to Laceeze bands, the brand has successfully expanded into Defiance clothing & accessories, a range designed with the same dedication to youth sports. Every product has been created by a parent with the specific needs of kids in mind, drawing from our founder Emma’s personal experiences raising two sons involved in grassroots sports. Laceeze Defiance approach of designing for kids first is what sets it apart in this sector, with our goal to become a leading accessories and sports solutions brand for children. 

Recently, Laceeze gained national recognition by appearing on BBC’s Dragons’ Den in January 2025, securing investment from Dragon Touker Suleyman. This milestone has further strengthened our mission to support young athletes and give back to grassroots sports communities across the UK.

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EB100 People's Choice Award

Contribution
At Laceeze Defiance, our mission is to help children stay active, confident and included in sport. Through The Laceeze Foundation we donate a portion of every sale to support families, teams and clubs in need. We partner with County FAs, Charity Boots and the Mintridge Foundation to remove financial barriers and promote wellbeing. We also create free educational content for parents and coaches. As a small family business, we’re committed to making a big difference in grassroots sport.
Support
Laceeze Defiance is a family run brand built by a parent for parents, and that spirit guides everything we do. We prioritise flexible working so parents never miss important moments. New team members get hands-on training and the freedom to try ideas without fear of failure. Our customer support is warm and human because we live the chaos of grassroots sport too. Through donations, free resources and daily encouragement, we help young athletes stay active, confident and supported
Innovation
Our innovation comes from real sideline challenges, not boardrooms. Laceeze was created to stop constant lace-tying, and that practical, parent led mindset drives everything we make. From Defiance clothing to our growing Defiance Fresh line, every product solves a genuine family need. Our innovation is simple, listen to parents, solve real problems and keep grassroots sport accessible.
Future
Our future is about global growth while staying rooted in the grassroots community that shaped us. We plan to expand into new markets, grow our product ranges and keep creating solutions that help families. We’ll increase our charitable impact through The Laceeze Foundation and long term partnerships with County FAs and youth charities. By investing in content that supports children’s wellbeing, we aim to become the leading global children’s sports brand with purpose at its core
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