Masen is a passionate young soccer player who understands the game inside and out—especially the frustration that comes with stopping mid-game to retie shoelaces. Determined to spend less time adjusting his shoes and more time playing, Masen took matters into his own hands. He spent two years developing the perfect solution: LIT (Lace It Tight), a revolutionary lace band designed specifically for soccer shoes. After countless trials and adjustments, Masen finally perfected his first product, allowing players like him to focus on what really matters—playing the game without interruptions. His dedication to improving performance and simplifying the game has now become a game-changer for athletes everywhere.