Former New Zealand captain Kane Williamson has transformed a painful on-field experience into an innovative business venture. After once suffering a brutal blow from South African fast bowler Dale Steyn, Williamson has launched a new line of protective cricket gear designed to offer stronger safety for batters facing extreme pace.

A painful hit that changed his perspective

The idea behind the product dates back to a 2012 international match when Williamson was struck in the groin by a fierce delivery from Steyn. The impact was so severe that it cracked his protective abdominal guard, commonly known as a cricket “box,” leaving him in considerable pain on the field.

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The incident made Williamson realise that traditional protective gear might not always be strong enough to handle the speeds generated by modern fast bowlers. That moment eventually planted the seed for improving the equipment used by cricketers.

Launching a stronger protective solution

Years later, Williamson co-founded a brand called Cover, which produces advanced protective boxes designed to offer better durability and safety. The gear features a premium alloy shell engineered to absorb heavy impacts and provide stronger resistance against fast deliveries. According to the company, the product can withstand ball speeds exceeding 200 km/h, significantly higher than the pace typically faced in professional cricket.

While primarily designed for cricket, the protective gear could also be useful for athletes in sports like hockey, baseball and lacrosse, where players face high-speed projectiles.

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Through this initiative, Williamson has turned an uncomfortable moment from his playing career into a solution aimed at making sports safer for athletes.