Lexington Shoe Designer's Work Featured in Super Bowl Victory

True Blue Customs' custom cleats worn by Seahawks player in Super Bowl LX

Published on Feb. 9, 2026

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Billy Hobbs, the owner of Lexington-based custom shoe design company True Blue Customs, had his work featured prominently during the Super Bowl this past weekend. Seahawks player Jaxon Smith-Njigba wore a pair of Hobbs' custom-designed cleats to celebrate his team's Super Bowl victory. Hobbs estimates he designs 800-1,000 pairs of shoes per year, including work for both celebrity clients and charitable causes.

Why it matters

Hobbs' success highlights the growing prominence of custom shoe design, particularly in the world of professional sports. His work being showcased on the biggest stage demonstrates the high demand for unique, personalized athletic gear. Additionally, Hobbs' commitment to designing shoes for charitable causes underscores the community-minded approach of his Lexington-based business.

The details

The custom cleats Hobbs designed for Smith-Njigba were gifted to the player by Nike ahead of the Super Bowl. While Smith-Njigba initially did not wear the shoes during the game, he ended up putting them on to celebrate the Seahawks' victory. Hobbs also designed a special denim-themed pair of DBook 1's that were worn by Kentucky player Mo Dioubate in a game against Tennessee the day before the Super Bowl.

  • On February 12, 2026, the Seattle Seahawks won Super Bowl LX.
  • On February 11, 2026, the Kentucky Wildcats played their 'denim game' against the Tennessee Volunteers.

The players

Billy Hobbs

The owner of Lexington-based custom shoe design company True Blue Customs, who estimates he designs 800-1,000 pairs of shoes per year for both celebrity clients and charitable causes.

Jaxon Smith-Njigba

The Seattle Seahawks player who wore Hobbs' custom-designed cleats to celebrate his team's Super Bowl LX victory.

Mo Dioubate

The Kentucky Wildcats player who wore Hobbs' special denim-themed DBook 1's in a game against Tennessee the day before the Super Bowl.

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What they’re saying

“That was the first pair I've made it to the Super Bowl.”

— Billy Hobbs, Owner, True Blue Customs (lex18.com)

“I honestly, probably per year I would say 800 to 1000.”

— Billy Hobbs, Owner, True Blue Customs (lex18.com)

“Everybody always gets hung up on the the celebrity side of it, and I get it because it is cool. Don't get me wrong, I love those projects, but I love doing stuff for kids and like cancer patient kids. Like those are stuff that don't really get talked about a lot.”

— Billy Hobbs, Owner, True Blue Customs (lex18.com)

What’s next

Hobbs plans to continue designing custom shoes for both high-profile athletes and charitable causes, with more designs expected to be showcased in the coming months.

The takeaway

True Blue Customs' success in having its designs featured on the biggest stages in sports demonstrates the growing popularity and influence of custom shoe design. However, Hobbs' commitment to using his talents to benefit charitable causes shows that his business is about more than just celebrity partnerships and high-profile collaborations.