The Bulgarian talent alongside Wilfredo Leon in the first-of-its-kind "signature shoes" campaign in volleyball
In sports, there are moments that mark a new era. While in basketball, ever since Michael Jordan's time, and in football with Cristiano Ronaldo and Lionel Messi, "signature shoes" – personal shoe models – are a tradition, in volleyball, such a thing did not exist until now. This changed in 2025 when the American brandVB RAGSannounced the modelsMON1andLEON1, dedicated to the 18-year-old BulgarianMoni Nikolovand to the Cuban with a Polish passportWilfredo Leon.
Breakthrough or marketing experiment?
VB RAGS positions the initiative as "historic" – for the first time, professional volleyball players have shoes bearing their name. The company used the World Championship in the Philippines for the premiere, and the Asian country is a well-chosen stage – volleyball is a religion there, and interest in all kinds of new products is enormous.
The question remains, however – will this become a sustainable trend or will it remain a one-off marketing move?
Nikolov's path to MON1
Moni Nikolov was only 18 when he was already an NCAA champion with Long Beach State. His debut season in the US collegiate championship attracted the attention of local media and specialists, and VB RAGS has evidently decided to use this "momentum."
In March 2025, the company released the trailer "Follow the MONI," which hinted at a larger project. Months later, it became clear that it was about a personal shoe model – something unprecedented in volleyball.
Chronology of events
| Date | Event |
|---|---|
| 2024/25 | Moni Nikolov wins NCAA title with Long Beach State |
| March 30, 2025 | Premiere of the teaser trailer 'Follow the MONI' |
| Summer 2025 | VB RAGS presents the MON1 and LEON1 models |
| September 2025 | World Championship in the Philippines – official premiere |
It is clear that in less than a year, Moni transitioned from an NCAA collegiate champion to the face of an international brand – a process that has no analogue in volleyball.
The Bulgarian Accent
For Bulgaria, this breakthrough is more than curious – local sports have rarely provided marketing faces for global campaigns. Nikolov is just at the threshold of his career, but he is already positioned as a star, alongside Leon – one of the best attackers in the history of the game.
The Big Question
VB RAGS speaks of 'the beginning of a new era.' But will other companies follow this example? Will we see other volleyball players with their own models, or will this remain a niche product, aimed at markets like the Philippines?
One thing is certain – Moni Nikolov is becoming the face of an experiment that could change the way the world views volleyball as a sport with commercial potential.
