WO2003013303A1 - Logo-configured shoe cleat - Google Patents

Abstract

A traction cleat (10) for footwear functions to both provide traction for the footwear to which it attaches and as a brand promotion medium. All or most of a shoe cleat (10) is molded or otherwise configured in the form of a logo of the shoe manufacturer or other business entity. The logo may include alphanumeric characters, artistic designs, or both. Plural traction elements (41,51, and 61) disposed on the cleat (10) are arranged to be part of the logo. The traction elements (41,51, and 61) are secured to and project from a substratum (11) having a periphery configured to match the contour of the logo. If alphanumeric characters are incorporated into the logo design, the characters are raised to project from the substratum (11) of the cleat (10). The characters may function to enhance the traction function that is primarily provided by the traction elements (41,51, and 61).

Description

LOGO-CONFIGURED SHOE CLEAT

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims priority form U.S. Non-provisional patent application Serial No. 09/924,568, entitled "Logo-Configured Shoe Cleat", and filed August 8, 2001. The disclosure of the above-mentioned non-provisional patent application is incorporated herein by reference in its entirety.

BACKGROUND OF THE INVENTION

Technical Field The present invention pertains generally to improvements in traction cleats for shoes, and to improved methods for displaying trademarks and logos.

Discussion of the Related Art

Manufacturers of consumer products are continuously seeking enhanced exposure of their trademarks and logos in association with their products. This is particularly true in the clothing and footware industries. In the latter it is quite common to see trademarks or logos imprinted or otherwise applied to the sides and soles of golf shoes, soccer shoes and shoes designed for use in other athletic endeavors. In some instances the logo is applied as a design feature, such as an applique or embossing, or is inserted as a plate into a specially provided recess, etc. The present invention addresses the issue of creating another medium of exposure for advertisers in connection with shoes having replaceable traction cleats. It is well known to use replaceable non-metal cleats to provide traction on soles of shoes designed for golf, soccer, track and field and other athletic endeavors. For golf shoes, in particular, cleats are designed to provide the desired traction without damaging the turf on which they are used. Examples of such cleats may be found in U.S. Patent Nos. 5,367,793 (Deacon et al), 5,887,371 (Curley) and 5,887,371 (McMullin). The entire disclosures in these patents are expressly incorporated by reference herein.

In general, prior non-metal (i.e., typically plastic) cleats provide multi-directional traction. That is, each cleat includes plural symmetrically disposed traction elements, each oriented in a different direction such that traction is provided by that cleat in substantially any direction in response to corresponding forces applied by movements of the wearer's foot in forward, rearward, lateral or intermediate directions. An example of multi-directional traction is the cleat disclosed in the aforementioned McMullin '641 patent wherein plural flexible traction elements are disposed at different angular locations along the cleat periphery. Depending on the direction of force exerted by the wearer of the cleated shoe along the ground, one or more of the traction elements deflects toward the shoe sole to trap or engage grass blades and thereby provide traction without penetrating or damaging the underlying turf. Since multiple cleats are attached to the shoe sole, the one or more flexed traction elements of each cleat function in combination to enhance the overall fractional force.

It has been found that for at least some applications the combined traction forces applied for different movements of the wearer's foot are more efficient if concentrated uni-directionally at different locations of the shoe sole. Thus, for example, it may be desirable, in some cases, to provide more concentrated lateral traction at a forward portion of the outer edge of the shoe sole, or greater forward traction at the forward tip of the shoe sole, etc. The present invention also addresses this situation. OBJECTS AND SUMMARY OF THE INVENTION

It is an object of the present invention to provide a replaceable athletic shoe cleat structure in a form that enables the entire structure to serve as both a medium for displaying a trademark or logo and as a functional traction-providing cleat. It is another object of the present invention to provide an improved shoe cleat and method for providing concentrated traction forces at desired locations on the sole of a shoe.

It is another object of the present invention to provide an asymmetric shoe cleat configured and contoured as a logo without sacrificing the traction function of the cleat. An additional object of the present invention is to provide a new medium for displaying trademarks and logos.

The aforesaid objects are achieved individually and in combination, and it is not intended that the present invention be construed as requiring two or more of the objects to be combined unless expressly required by the claims attached hereto. In accordance with one aspect of the invention, an entire athletic shoe cleat is configured in the form of a logo of the shoe manufacturer or other business entity. The logo may include alphanumeric characters, artistic designs, or both. Rather than being limited to a circular shape with symmetry about its center as in most golf shoe cleats, the cleat can be of any regular or irregular shape to match that of the logo. Plural traction elements disposed on the cleat are arranged to be part of the logo. If alphanumeric characters are incorporated into the logo design, the characters are raised to project from the substratum of the cleat. In some instances the characters may serve to enhance the traction function that is primarily provided by the traction elements, but in most cases the characters are raised to a significant but lesser extent than the traction elements.

In accordance with another aspect of the invention, a shoe cleat includes a plurality of asymmetrical traction elements extending from a ground-engaging surface of the cleat substratum. In the disclosed embodiment, all of the traction elements are oriented to apply traction forces in the same direction and may be viewed as teeth that are all slanted in the same direction relative to the shoe sole. Each tooth takes the form of a parallelepiped, although other configurations are possible within the scope of the invention. When used on golf shoes the tooth-like traction elements are preferably (although not necessarily) pivotally resilient in the direction toward the cleat substratum under the weight of the wearer to provide traction by engaging or trapping blades of grass between the traction elements and the substratum. Alternatively, the traction elements may be relatively rigid in order that their distal ends may indent or penetrate the ground, such as is desirable for use in football, soccer and running shoes.

The sole-engaging side of the cleat is provided with an appropriate spigot or stem member adapted to mate with a socket formed integrally with or be inserted into the shoe sole. In order to assure proper orientation of the traction elements on the shoe sole to achieve desired traction directionality, the stem and socket positively lock in only one angular orientation of the stem relative to the socket. Cleats at different locations on the sole can be locked in different orientations of the traction elements to optimize the traction force direction desired at these sole locations.

Thus, the cleat of the present invention is a departure from conventional cleats in a number of respects. Among these is the feature that the cleat is not necessarily perimetrically symmetrical, depending on the corresponding logo configuration. The cleat also represents, in its entirety, the logo of a company whereby the cleat itself serves a branding function. The traction elements of the cleat are not required to provide omnidirectional traction but instead can be uni-directional, bi-directional, etc., as the traction requirements for the shoe design dictate. The above and still further objects, features and advantages of the present invention will become apparent upon consideration of the following definitions, descriptions and descriptive figures of specific embodiments thereof wherein like reference numerals in the various figures are utilized to designate like components. While these descriptions go into specific details of the invention, it should be understood that variations may and do exist and would be apparent to those skilled in the art based on the descriptions herein. BRIEF DESCRIPTION OF THE DRAWINGS

Fig. 1 is a view in perspective from below (i.e., from the ground-engaging side) of a preferred embodiment of the cleat of the present invention. Fig. 2 is a bottom view in plan of the cleat of Fig. 1.

Fig. 3 is an exploded view in elevation and longitudinal section of the cleat of Fig. 1 shown with a mechanism for securing the cleat to a shoe sole in a specified angular orientation.

Fig. 4 is a bottom view in plan of a shoe sole showing a plurality of cleats of the present invention installed with different angular orientations at different locations on the sole. Fig. 5 is a bottom view in plan of a second cleat embodiment of the present invention.

Fig. 6 is a bottom view in plan of a third cleat embodiment of the present invention.

DESCRIPTION OF THE PREFERRED EMBODIMENTS

Referring to Figs. 1 - 4, a cleat 10 according to the present invention includes a substratum 11 having a sole-facing surface 13 configured to abut a shoe sole, and an opposite ground-facing surface 15. The peripheral edges of substratum 11 define a contour that matches the peripheral contour of a logo and, in the illustrated embodiment, may be viewed as a fancifully depicted letter "A" with one side thereof exaggeratedly widened. More specifically, the periphery of the substratum comprises an irregular pentagon with five edges 21 , 22, 23, 24 and 25. Each of edges 21 through 24 is a respective straight line; edge 25 is configured as a series of steps 25a, 25b and 25c extending in sequence between mutually parallel edges 21 and 24. Steps 25a and 25b are joined by a mutually perpendicular riser or shoulder 26a. Steps 25b and 25c are joined by a mutually perpendicular riser 26b. Edges 21 and 22 join at an angle of approximately 120°; edges 22 and 23 form a perpendicular junction; edges 23 and 24 join at an angle of approximately 120°; edge step 25a joins edge 24 perpendicularly; and edge step 25c joins edge 21 perpendicularly. In this example, exemplary length dimensions would be: edge 21 - - 15mm; edge 22 - - 24mm; edge 23 - - 8.3 mm; edge 24 - - 24mm; edge steps 25a, 25b and 25c - - 8.3mm; shoulders 26a, 26b - - 2.2mm. Three panel-like support pads 31 , 33, and 35 are disposed on and raised from surface 15 of the substratum, and are parallel to one another. Pads 31 , 33 and 35 have similar right angle trapezoidal configurations in plan and may be formed as one piece with substratum 11 or secured to the substratum by any suitable process. Each pad has two parallel sides or edges that are parallel to substratum edges 21 and 24, and one short side or edge disposed perpendicular to the parallel sides and to substratum edge steps 25a, 25b and 25c. The three short perpendicular sides of pads 31 , 33 and 35 are spaced from respective substratum edge steps 25c, 25b and 25a by the same distance. The fourth or angled side of each trapezoidal pad is parallel to edge 22 and subtends angles of approximately 60° and 120°, respectively, with the parallel sides. These angled sides are co-linearly disposed and spaced from substratum edge 22 to define a field 17 on surface 15 for raised lettering, numerals or other design figures. The shorter of the parallel sides of each pad is parallel to and closer to the forward substratum edge 21 ; the longer of the two parallel sides of each pad is parallel to and closer to the rear edge 24 of the substratum. The resulting combined appearance of the support pads is an array of three linearly extending parallel pads 31 , 33 and 35 of successively increasing length. This array may be viewed as the outline of a fanciful letter "A". By way of example only, in one embodiment of the illustrated cleat, the pads have the following approximate dimensions. Lengths: parallel sides of pad 31 - - 5.2mm and 8.9mm; parallel sides of pad 33 - - 12.4mm and 17.4mm; parallel sides of pad 35 - - 19.2mm and 22.9mm; short perpendicular side of each pad - - 6.4mm; angled side of each pad - - 7.3mm. The spacing of the perpendicular side of each pad from its respective adjacent edge step 25a, 25b and 25c is 1.0mm. Spacing: between pad 31 and edge 21 , and between pad 35 and edge 24 - - 1.0mm; between edge 22 and the angled side of each pad - - 7.9mm; between pads 31 and 33 and between pads 33 and 35 - - 2.8mm. In the illustrated embodiment the generalized lettering "XYZ" is shown in field 17 and represents the name or trademark of the owner of the logo configured by the cleat. The "XYZ" characters are preferably formed integrally with substratum 11 and preferably, although not necessarily, project a distance from surface 15 corresponding to the height of pads 31 , 33 and 35 relative to that surface. In general, the depth of the characters is on the order of 1.0mm and should be at least approximately 0.2mm to be noticeable. The limit on the maximum character depth is somewhat less than the height of the traction elements so as to avoid having the characters interfere with the traction function. However, in some embodiments the characters themselves may assist in providing the traction function or provide the entire traction function. In those instances the character depth is chosen to be consistent with this function Field 17 is a generally right angle trapezoid that broadens the width of one leg of the fanciful letter "A" outline.

A single traction element 41 projects in a tooth-like manner from the top or exposed surface of the shortest support pad 31. Traction element 41 has a generally parallelepiped configuration with parallel forward- and rear-facing surfaces 42 and 43, respectively, slightly outwardly converging side surfaces 44 and 45, and distal ground- engaging surface 46. For purposes of facilitating this description and not as a limitation of any orientation of cleat 10 or its component parts, substratum edge 21 is arbitrarily defined as the "forward" portion of the cleat, edge 24 as the "rearward" portion, edge steps 25a, 25b and 25c as one side, and edges 22 and 23 as another side. Distal surface 46 is disposed substantially parallel to exposed surface 15 of substratum 11. Parallel forward and rearward surfaces 42 and 43 face directly toward substratum edges 21 and 24, respectively, and subtend equal angles of approximately 50° with the plane of substratum surface 15. The juncture between rearward-facing surface 43 and distal surface 46 is chamfer-cut at an angle of approximately 140° in a direction perpendicular to surface 46. At the base of element 41 , the lower edge of side surface 45 is co-linear, but not coextensive, with the short perpendicular side of pad 31. The lower edge of forward surface 42 is co-linear, but not coextensive, with the shorter parallel side of pad 31.

Two traction elements 51 project tooth-like from the exposed surface of the midsize support pad 33. Traction elements 51 are substantially identical to traction element 41 and are oriented in spaced side by side relation facing in the same direction as traction element 41. Three traction elements 61 project tooth-like from the exposed surface of the largest support pad 35. Traction elements 61 are substantially identical to traction element 41 and are oriented in spaced side by side relation facing in the same direction as traction element 41. The angle traction element 41 subtends with the top surface of pad 31 , and the length of traction element 41 , are selected such that, the chamfer cut 47 is co-planar with the longer parallel edge of support pad 31. Likewise, the chamfer cut of each of traction elements 51 , 61 is co-planar with the longer edge of the pad from which the traction element projects. The spacing between the two traction elements 51 is the same as the spacing between successive traction elements 61 and is typically less than the corresponding co-lineal length of each traction element at its base. The one of two traction elements 51 that is closest to field 17 has one corner of its base located at the intersection of the shorter parallel side and the angled side of pad 33. Likewise, the one of three traction elements 61 that is closest to field 17 has one corner of its base located at the intersection of the shorter parallel side and the angled side pad 35.

By way of example only, in one embodiment of the illustrated cleat, the traction elements each have the following approximate dimensions: width of ground-engaging surface 46 (i.e., parallel to edges 21 and 24) - - 4.2mm; depth of surface 46 - - 3.2mm; height of chamfer cut 47 - - 0.6mm; length of sides of forward surface 42 - - 5.3mm; length of sides of rearward surface 43 - - 4.6mm; width along bottom edges of forward surface 44 and rearward surface 43 - - 5.2mm. Each support pad and its traction element(s) are preferably molded as a single piece. It is to be understood that the entire cleat 10 may be molded as a single piece. On the other hand, individual pads may be molded separately from the substratum, and the pads and substratum may be molded from different materials. The material used for substratum 11 is typically of greater hardness than the material used for the support pads and traction elements in order to provide a rigid support structure for the traction elements and to provide for secure attachment of the cleat to a shoe. With regard to the attachment function, the greater rigidity of the substratum permits it to hold its shape and be less likely to become dislodged when subjected to forces during use. The softer material used for the traction elements impart resilience to those elements. For example, the substratum 11 material might have a Durometer scale hardness on the order of 70D whereas the support pads and traction elements typically have a hardness in the range of 82A to 88A. The preferred material for the support pads and traction elements is polyurethane, but other plastics and rubbers having the characteristics described herein may be employed. The substratum may also be polyurethane, but could also be harder plastics and rubbers. For most golf shoe applications it is desirable that the traction elements be resiliently flexible so that, under the weight of the wearer of the shoe, the traction elements resiliently pivot about their bases (i.e., the surface of the support pad). In other words, under the weight of the wearer the distal surface 46 of each traction element has a force applied thereto in a direction generally perpendicular to the substratum and support pad. Since the traction element is angled rearward, resulting in a significant overhanging portion of surface 46 relative to the base of the traction element, surface 46 is forced by the wearer's weight toward the support pad. The result is a resilient pivoting effect so that the distal portion of the traction element rearward surface flexes and traps blades of grass between it and the support pad. The traction elements may alternatively be made of harder material with little flexibility, in which case the traction function is effected by penetrating or indenting the ground. This type of traction is suitable for sports such as soccer, football, etc.

In addition to the possibility of the components of cleat 10 being made from different materials or materials of different hardness, the different components can also be made of different colors to highlight different parts of the logo represented by the cleat. For example, substratum 11 can be one color and the support pads another color. Also, field 17 and/or the letters thereon can have their own colors.

All of the traction elements 41 , 51 , 61 are oriented in the same direction. This has the advantage of concentrating application of traction forces in one direction at the particular location of the shoe at which the cleat is installed. Since a plurality of cleats are typically installed on a shoe, different cleats may be installed with their traction elements oriented in different respective directions. Alternatively, other cleats on the same shoe may be of one or more different types and could, for example, have symmetrically disposed traction elements. As noted above, a cleat with symmetrically disposed traction elements applies traction forces omni-directionally.

In order to assure that a cleat of the present invention can be properly oriented, particularly if the cleat is replaceable, the mounting arrangement needs to assure that the cleat can only be oriented in one angular position in the socket to which it attaches. Conventionally, threaded studs on cleats are received in threaded sockets and rotated until tightened. The resulting angular orientation of the cleat in the socket is random since there is no specific staring point for rotational installation, and the rotation is terminated when the engagement is fully tightened. This is acceptable for cleats with traction elements disposed symmetrically for omni-directional traction, but it is not suitable for cleats, such as the cleat of Fig. 1 , wherein the traction elements are asymmetrically disposed and apply unidirectional (or bidirectional, tri-directional, etc.) traction forces. In order to assure that the cleat can have only one angular orientation, a uni-positional attachment arrangement should be employed such as the type disclosed and illustrated in commonly owned U. S. Patent Application Serial No. 60/249,461 , filed on November 20, 2000, and entitled "Studded Footware". The entire disclosure in that patent application is incorporated herein by reference. That attachment arrangement is illustrated in Fig. 3 in connection cleat 10.

Briefly describing the attachment arrangement in relation to Fig. 3, an externally threaded spigot or stem 70 extends from surface 13 of substratum 11. The spigot is adapted to be threadedly received in a rotationally asymmetrical socket or receptacle 80 that is permanently mounted in a shoe sole in a predetermined angular orientation. The connection includes a helical key on one of the stud or receptacle and a complementary keyway on the other of these components to determine an initial orientation of the stud relative to the receptacle. The locking means that comes into play during rotation of the stud defines the final orientation between the stud and receptacle. This locking means comprises radially facing locking formations on the stud and receptacle operative to become engaged when the stud has been screwed into the receptacle to a predetermined position. One of the locking formations includes at least one radial projection while the other comprises at least a radially-facing lead-in ramp, recess and stop member. As the stud is turned in the receptacle, the projection rides over the lead- in ramp before snapping into the recess, and then engages the stop member to prevent further insertion, thereby defining the final position. Figure 4 illustrates a shoe sole with multiple cleats 10 of the present invention attached at different location of the sole. The angular orientation of each cleat is predetermined by the angular orientation of the socket into which it is inserted and by the uni-positional locking arrangement illustrated in Fig. 3. The particular logo represented by the cleat of Fig. 1 is not to be construed as a limiting feature of the invention. Specifically, the present invention pertains configuring a shoe cleat in the form of any logo, not merely the particular logo illustrated in Fig. 1 and described above. Examples of other logo cleats are illustrated in Figs. 5 and 6. In Fig. 5 the represented logo is a fanciful representation of the letters "FJ". Some possible traction element locations are shown diagrammatically by an "x". Another cleat, configured as a logo that is sometimes referred to as a "swoosh", is similarly illustrated in Fig. 6.

Although the logo cleat disclosed herein has all of its traction element facing in one direction, this is not a limiting feature for a logo cleat according to the principles of this invention. The traction elements can be oriented in any direction to provide bidirectional, tri-directional, or even omnidirectional traction. Although the logo cleat is most effectively embodied in cleats made of plastic or rubber, the concept of the logo cleat is equally applicable to other materials including metal. The particular materials and dimensions described herein are intended only as examples and are not limitations to be placed on the invention.

The parallelepiped configuration of traction elements 41 , 51 and 61 is also not a limiting feature of the invention. There are numerous conventional traction element configurations that can be used within the concept of the logo cleat. For example, the traction elements can take the general form of traction the elements illustrated in any of the following U.S. Patents, the entire disclosures in each being incorporated herein by reference: U.S. Patent No. Issue Date Patentee

5,321 ,901 June 21 , 1994 Kelly

5,367,793 November 29, 1994 Deacon et al

5,524,367 June 11 , 1996 Ferreira et al

Des. 385,988 November 11 , 1997 McMullin

Des. 401 ,046 November 17, 1998 McMullin

Des. 404,192 January 19, 1999 McMullin

5,860,228 January 19, 1999 Bathum

5,887,371 March 30, 1999 Curley

Des. 407,893 April13, 1999 McMullin

Des. 408,122 April 20, 1999 McMullin

Des. 415,340 October 19,1999 McMullin

5.974.700 November 2, 1999 Kelly

5,996,260 December 7, 1999 MacNeill

6,052,923 April 25, 2000 McMullin

6,167,641 January 2, 2001 McMullin

Des. 432,770 October 31 , 2000 Breault

Des. 439,396 March 27, 2001 Savoie

Des. 439,733 April 3, 2001 Savoie

In its broadest sense, the present invention may be viewed as a cleat that serves the two functions of: (a) providing traction for the shoe to which it attaches; and (b) serving as a brand promotion medium. Both functions are served by the same integrated structure which may be manufactured as one piece (e.g., as by a single molded piece) or as plural pieces assembled together for sale as a unit. Importantly, the present invention makes no claim to simply placing the cleat manufacturer's name or logo on an exposed surface of the cleat, since this is commonly done. Rather, the brand promotion function of the present invention is served by configuring the entire cleat, including its peripheral contour on the ground engaging side of the cleat in the form of a logo or trademark. For this purpose the cleat may be, but is not necessarily, asymmetrical about an axis oriented perpendicular to the exposed substratum surface of the cleat or to the sole of the shoe to which the cleat is to be attached; such symmetry, or lack thereof is determined by the logo represented by the cleat, not by the traction elements. The logo represented by the cleat will, in most instances, be that of the manufacturer of the shoe to which the cleat is attached. However, the logo may be that of the cleat manufacturer or of manufacturers of other products. For example, cleats used for golf shoes may take the form of the logo of manufacturers of golf clubs, golf balls or other golf equipment, or sponsors of golf events.

Having described preferred embodiments of new and improved shoe cleats and methods for displaying trademarks and logos, it is believed that other modifications, variations and changes will be suggested to those skilled in the art in view of the teachings set forth herein. It is therefore to be understood that all such variations, modifications and changes are believed to fall within the scope of the present invention as defined by the appended claims. Although specific terms are employed herein, they are used in a generic and descriptive sense only and not for purposes of limitation.

Claims

What is claimed is:

1. A cleat for attachment to footware and having at least one traction element for providing fractional engagement with the ground or other surface on which the footware is used, and further characterized in that the cleat is contoured at least in part to correspond to the configuration of a predetermined logo.

2. The cleat of claim 1 wherein the further comprising: a substratum having an upper surface adapted to abut the footware to which the cleat attaches, and an opposite ground-facing surface; and at least one traction element secured to and projecting from said ground-facing surface to provide said fractional engagement; wherein said substratum has a peripheral contour corresponding to said predetermined logo.

3. The cleat of claim 2 wherein the cleat further comprises at least one design member defined in the cleat material and raised from the substratum.

4. The cleat of claim 3 wherein said design member is at least one alphanumeric character and projects from the substratum to have a depth of at least 0.2mm.

5. The cleat of claim 4 wherein said alphanumeric character projects from said substratum sufficiently to assist in providing said fractional engagement.

6. The cleat of claim 4 wherein said at least one alphanumeric character is a plurality of characters and constitutes at least part of the name of an entity that owns said logo.

7. The cleat of claim 4 further comprising means for securing said cleat to a shoe, said means comprising a member secured to and projecting from said upper surface.

8. The cleat of claim 1 wherein the cleat further comprises at least one design member defined in and raised from the cleat material, said design member comprising at least one alphanumeric character projecting from the cleat to have a depth of at least 0.2mm.

9. The cleat of claim 8 wherein said alphanumeric character projects from said substratum sufficiently to provide fractional engagement with the ground or other surface.

10. The cleat of claim 9 wherein said at least one alphanumeric character is a plurality of characters and constitutes at least part of the name of an entity that owns said logo.

11. The cleat of claim 1 wherein said at least one traction element comprises a tooth-like projection from said ground-engaging surface, said tooth-like projection forming an acute angle with said ground-engaging surface.

12. The cleat of claim 11 wherein said at least one traction element comprises a plurality of said tooth-like members projecting asymmetrically from said ground- engaging surface, each tooth-like member forming said acute angle with said ground- engaging surface, wherein all of said tooth-like members are oriented in the same direction to provide fractional engagement in said same direction.

13. The cleat of claim 12 wherein said tooth-like members are positioned in an array comprising at least part of said configuration of said predetermined logo.

14. The cleat of claim 1 wherein said at least one traction element comprises a plurality of traction elements projecting from a ground-engaging surface of said cleat, said plurality of traction elements being positioned in an array comprising at least part of said configuration of said predetermined logo.

15. The cleat of claim 14 wherein all of said traction elements are oriented in the same direction to provide fractional engagement in said same direction.

16. The cleat of claim 14 wherein said traction elements are sufficiently resilient to be flexible toward said ground-engaging surface under the weight of a wearer of said footware.

17. The cleat of claim 1 wherein said cleat is a one-piece molded plastic or Rubber member including said traction element, and wherein said cleat has a peripheral edge bounding one plane of the cleat and contoured to match the contour of said predetermined logo.

18. A cleat for attachment to footware characterized in that a plurality of traction elements are part of the cleat and are positioned on the cleat in an array corresponding to at least part of a predetermined logo.

19. The cleat of claim 18 further comprising: a substratum having a predetermined peripheral contour comprising part of said predetermined logo; wherein said traction elements project from said substratum at respective locations within said peripheral contour.

20. A method for displaying a logo or trademark comprising the step of a providing a shoe cleat in the configuration of said logo.

21. The method of claim 20 further comprising the step of positioning a plurality of traction elements on said cleat in an array corresponding to at least part of said logo.

22. The method of claim 21 further comprising the steps of: forming said cleat with a substratum supporting said traction elements; and providing said substratum with a peripheral contour corresponding to the contour of said logo.

23. The method of claim 20 further comprising the steps of: forming said cleat with a substratum supporting a plurality of traction elements; and providing said substratum with a peripheral contour corresponding to the contour of said logo.