CICA Blades 1990s football boots

Discover more about CICA the 1990s high-spec sports line spanning both men, women’s and children’s market and how CICA Blades quickly became a breakthrough product in the mid-1990s

The History of the CICA Brand

 As the importance of sports and fitness footwear grew in the 1990s Clarks established CICA as a high-spec sports line spanning both men, women’s and children’s market. Promotion included advertising at major televised football matches,  fun fitness activities in schools and celebrity partnerships. A defining milestone in CICA’s history was the introduction of CICA Blades, launched in the mid-1990s

 

Origins and Launch (1991–1992)

CICA was conceived as a new sports footwear brand within Clarks and officially launched in July 1992. Its aim from the outset was clear: to deliver high-specification sports products consistent with Clarks’ reputation, while targeting both men’s and children’s markets through two strong core ranges.

A key figure in this early phase was Anthony (Tony) Linford, who joined Clarks in November 1991 as Sports Product Manager for the children’s division. Previously responsible for running footwear at Reebok UK, Linford brought valuable industry experience and a strong vision. He described the launch as “a very exciting time,” stressing the importance of establishing CICA as a major, high-quality sports brand.

From the beginning, CICA was designed as a performance-driven brand, with emphasis on comfort, durability, stability, cushioning, and sport-specific design. Its early product ranges reflected the growing importance of sports footwear in the UK, which accounted for around 37% of the total footwear market at the time.

 

Early Product Development and Market Positioning

CICA’s initial ranges expanded quickly across men’s, women’s, and children’s categories, offering products tailored to distinct sporting and casual needs.

Men’s styles included Kick-Off (a basic black trainer) and Over Land (a “street” hiker bridging sport and casual wear)

Women’s ranges translated “sporty” into casual fashion, particularly through “Bubbles” booties, inspired by hiking styles and made using suede and nubuck.

Other styles like Federation (cross-trainer) and Grapevine (aerobics) spanned both adult and children’s markets.

CICA also aligned itself closely with contemporary fitness trends, including aerobics and cross-training, ensuring its products met both functional performance needs and fashion expectations.

 

Marketing, Sponsorship, and Brand Awareness (1992–1993)

CICA invested heavily in high-visibility marketing and grassroots promotion with advertising at major televised football matches in 1992, including Tottenham vs Nottingham Forest; Arsenal vs Leeds United and Liverpool’s UEFA engagements, placing the brand alongside established sportswear competitors.

CICA Superschools

One of the most influential initiatives was CICA Superschools, a nationwide programme aimed at primary school children. Organised with Olympic athletes Brian Hooper and Alan Williams, the scheme promoted fitness through fun activities.

Combining sport with fundraising for charities such as Barnardo’s and Children in Need, these initiatives integrated the brand directly into the school environment. Superschools proved vital in shaping CICA’s image as a brand that cared about children’s development, aligning closely with Clarks’ broader values.

Athlete Partnerships

By 1993, CICA had established partnerships with well-known athletes including Kriss Akabusi and Jack Buckner.

These partnerships went beyond endorsement, focusing on community engagement and promoting healthy living, reinforcing the brand’s purpose-driven identity.

 

Growth, Market Performance, and International Reach (1993–1994)

By 1993, CICA ranked fourth among sports brands in popularity among young consumers (behind Nike, Reebok, and Hi-Tec) and performed particularly well in the children’s footwear segment, its original core focus.

Outside of the UK CICA also began to expand internationally. Notably it sponsored teams at the International Children’s Games in Novosibirsk (Russia) and the brand gained exposure across Eastern Europe through distribution partnerships.

CICA continued developing new performance products, including aerobics footwear (e.g. Pampanga Hi) and Tennis and multi-sport trainers (e.g. Interactive) and by 1994, the brand was also Sponsoring local football teams and launching new specialist ranges, including hockey footwear.

 

The Blades Revolution (1994–1995)

A defining milestone in CICA’s history was the introduction of CICA Blades, launched in the mid-1990s (shown in this example).

Blades replaced traditional studs with innovative rubber “blade” elements, based on the concept of differential turning, inspired by motorsport engineering. The benefits included improved grip and manoeuvrability, enhanced comfort and cushioning, reduced injury risk and better performance on various ground conditions.

The technology had been developed over six years of research, testing, and adaptation for European markets.

Blades quickly became a breakthrough product – Stock orders increased by 800% in 1995 and the sales of Blades exceeded the previous year’s total within a single quarter

The innovation positioned CICA as a technical pioneer, enabling it to compete more directly with major global brands.

Endorsements and Professional Sport (Mid-1990s)

The success of Blades was amplified by growing professional adoption by footballers including Julian Dicks, Jamie Forrester, and Owen Coyle who wore CICA boots. Rugby league and union teams also adopted CICA products through kit deals.

High-profile endorsements included David Beckham (signed in 1995), Kyran Bracken and Christian Saverimutto

CICA also built partnerships across clubs and governing bodies, becoming Footwear supplier to the British Touch Rugby Association and a sponsor of athletics and rugby clubs, including Swansea Harriers

These relationships strengthened CICA’s credibility as a serious performance brand, not just a youth-oriented label.

CICA maintained a strong focus on grassroots participation, which remained central to its identity.

 

CICA co-organised the STARTRACK athletics programme with the British Athletic Federation designed for children aged 8–15, it introduced athletics skills through fun, accessible activities and attracted over 20,000 participants annually.

CICA supported its retail presence with in-store promotions and themed “CICA days, event-based marketing with product demonstrations and distribution expansion into major sports retailers

By 1995, the brand had increased its number of stockists by 55% compared to 1994, reflecting rapid commercial growth.

 

Market Position by the Mid-1990s

By the mid-1990s, CICA  had became the fourth-largest sports brand in the UK youth market, achieved double-digit sales growth year-on-year and enjoyed wide recognition through its media advertising, athlete endorsements and grassroots programmes.