Wellington – New Zealand cricket star Kane Williamson has launched a new sports protection brand called Cover, aiming to improve safety standards in cricket and other high-impact sports through modern, science-backed protective equipment.
Inspiration Behind the Brand
The idea for the brand traces back to a painful moment early in Williamson’s international career. During a 2012 Test match against South Africa national cricket team in Wellington, a fast delivery from Dale Steyn struck Williamson and split his protective box in half.
Williamson said the incident highlighted a serious gap in the quality of protective gear used by cricketers. According to him, the experience sparked the idea of creating equipment capable of handling the demands of the modern game.
Developing a New Standard of Protection
After several years of research and development, Williamson and his team introduced their first product: a New Zealand-made premium alloy protective box designed to withstand high-speed impacts across multiple sports, including cricket, hockey, lacrosse, and baseball.
Co-founder Jason Low explained that the product was developed using a scientific and data-driven approach. The protective gear features a high-strength alloy shell combined with layered foam, designed to absorb impact and remain stable during play.
According to testing conducted during development, the box can withstand ball speeds exceeding 200 kilometers per hour, significantly higher than many traditional options, which often fail at speeds around 100 km/h.
Backed by Cricket Community
The business has received backing from several investors, including New Zealand Cricket. Former Black Caps player Grant Elliott is also involved in leading the company’s commercial operations.
Elliott noted that the product has already been tested by a wide range of cricketers, from club players to professionals, with largely positive feedback regarding its comfort, durability, and improved protection.
Confidence for Players
Williamson himself has been using the protective gear during recent matches and training sessions. He said the biggest advantage is the confidence it provides players, allowing them to focus on performance without worrying about safety.
Looking Ahead
The Cover brand currently offers the protective box along with a supporting strap system, both manufactured in New Zealand. The company plans to expand into additional protective sports equipment in the future.
For Williamson, the project represents more than just a business venture. He said the goal is to improve safety and confidence for the next generation of athletes, from grassroots players to professionals competing at the highest level.
