HOLO Footwear

What HOLO Footwear does

HOLO Footwear is a US-based sustainable footwear company founded in 2020 and headquartered in Grand Rapids, Michigan (relocated from Portland, Oregon in summer 2022). Co-founded by brothers Rommel Vega (CEO) and Yuri Vega (President) — both with prior experience at Merrell, Columbia Sportswear, Saucony, and PUMA — the company designs and sells recycled-material footwear across four use-case collections: For Any Day (lifestyle), For Any Run (running), For Any Hike (trail), and For Any Court (basketball). Core technical differentiators include the proprietary Honest Foam / Honest Foam+ midsole technology and comprehensive use of recycled EVA, recycled rubber, recycled nylons, recycled cotton, and recycled meshes, including packaging.

The company operates a hybrid go-to-market combining direct-to-consumer e-commerce on holofootwearinc.com with wholesale distribution through Nordstrom, REI, Von Maur, Dillard's, Famous Footwear, and, for basketball products exclusively, Dick's Sporting Goods. The product range spans kids ($40) through premium running and signature basketball models ($140), with most styles priced between $75 and $135. HOLO has built a distinctive community-led model around equity-backed signature shoe deals with NBA player Isaac Okoro (IO:01, signed December 2023) and WNBA player Jacy Sheldon (JS:01, signed August 2024), positioning itself as a Latino-owned challenger brand targeting active lifestyle consumers and the Latino/urban community underserved by incumbent athletic and outdoor footwear labels.

The company has raised a $5M Series A (November 2022) alongside earlier Michigan Rise support and more recent New Community Transformation Fund capital (2025). Operating with 11–50 employees, HOLO has pursued a category-extension strategy: starting with outdoor footwear at Nordstrom in 2020, expanding into running and hiking, then pivoting into basketball via athlete equity partnerships, and culminating in the JS:01 launch during WNBA All-Star weekend 2025 — which sold out within 24 hours at Dick's Sporting Goods. Forthcoming product expansion includes a Spring 2026 Running Pack with three new styles.

Name

HOLO Footwear

Legal name

Holo Footwear Inc.

Website

https://holofootwearinc.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

HOLO Footwear is a US-based, Latino-owned sustainable footwear company designing recycled-material shoes across lifestyle, running, hiking, and basketball categories, selling direct-to-consumer and through wholesale partners including Nordstrom, REI, and Dick's Sporting Goods.

Ownership category

akta.pro rank

Product category

Sustainable Athletic Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821), Footwear Merchant Wholesalers (42434)

SIC

Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)

akta.pro primary industry

Sustainable & Eco-Friendly Footwear (CRAAACAH)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Casual & Lifestyle Footwear (CRAAACAB), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

Keywords

• Sustainable footwear
• Recycled material shoes
• Athletic sneakers
• Basketball signature shoes
• Trail running shoes

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Footwear Product Sales: HOLO Footwear generates revenue primarily through direct product sales of sustainable footwear. The company sells shoes at price points ranging from $40 (kids) to $140 (premium running shoes like Rebel Runner), with most products priced between $75-$135. Revenue comes from direct-to-consumer e-commerce sales, wholesale distribution to retail partners, and athlete signature shoe partnerships that include equity stakes and royalties for the athletes.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

HOLO Footwear designs, manufactures, and sells sustainable athletic and lifestyle footwear constructed primarily from recycled materials including recycled EVA, recycled rubber, recycled nylons, recycled cotton, and recycled meshes. The company offers men's, women's, and kids' shoes across four use-case collections—For Any Day, For Any Run, For Any Hike, and For Any Court—and sells through its own e-commerce site plus wholesale partners such as Nordstrom, REI, Dick's Sporting Goods, Von Maur, Dillard's, and Famous Footwear.

Product overview

HOLO Footwear is a sustainable outdoor footwear manufacturer offering a diverse portfolio of performance and lifestyle footwear for men, women, and children. The product lineup centers on four core collections organized by use case: For Any Day (lifestyle), For Any Run (running), For Any Hike (trail/hiking), and For Any Court (basketball). Signature products include the IO:01 and JS:01 basketball shoes developed with NBA player Isaac Okoro and WNBA player Jacy Sheldon respectively. The brand differentiates through Honest Foam Technology midsole cushioning and comprehensive use of recycled materials including recycled EVA, recycled rubber, recycled nylons, recycled cotton, and recycled meshes. Product pricing ranges from $40 (kids) to $140 (premium styles).

Differentiator

Problem solved

Functional benefit

Products and services

• Rebel Runner Performance running shoe featuring Honest Foam Elite high rebound midsole (90% EVA polymer and 10% recycled EVA), honeycomb outsole pattern, and 100% recycled materials throughout. Priced at $140.
• Zeus Trail runner designed for versatility with 100% recycled knit upper, recycled EVA midsole with coconut shell and rice husk flecks, and recycled rubber traction outsole.
• IO:01 (Isaac Okoro Signature Basketball Shoe) Signature basketball shoe for NBA player Isaac Okoro (Cleveland Cavaliers). Features Honest Foam+ midsole, eco leather on vamp, recycled cotton laces, recycled rubber outsoles, and vented mesh upper.
• JS:01 (Jacy Sheldon Signature Basketball Shoe) Signature basketball shoe for WNBA player Jacy Sheldon (Connecticut Sun). Features Honest Foam+ Critical foam midsole, OrthoLite insole, flowing elliptical patterns on upper, and full bootie construction for sock-like fit.
• Nephelae Running shoe with 100% recycled plastics upper, webbing, and laces; Honest Foam+ Technology midsole; designed for trail and road use with lightweight cushioning.
• Maverick 2.0 Versatile trainer with 100% recycled knit upper, eco suede overlays, Honest Foam 100% recycled EVA midsole, and packable deconstructed design with speed toggle laces. Priced at $75.
• Troy / Troy Eco Leather Mid Hiking shoe available in knit and eco leather variants; features mid collar height, lace-up design, waterproof construction, and recycled EVA midsole with recycled rubber outsole.
• Apollo Mid WP Waterproof hiking shoe with eco suede and 100% recycled mesh upper, recycled mesh lining, 100% recycled EVA midsole, and recycled rubber traction outsole. Priced at $100.
• Quorra Women's-only minimalist shoe with relaxed eco suede upper, 100% recycled thread stitching, recycled mesh lining, and recycled EVA midsole with coconut shell and rice husk accents.
• 90s Sneaker Casual sneaker with combination chrome-free suede and recycled ripstop nylon upper, recycled mesh lining, and recycled EVA midsole and rubber outsole. Priced at $70.
• HOLO x KOA Campgrounds Collection Collaboration with Kampgrounds of America featuring camping-inspired footwear including Athena Moc (slip-on), Credimus, and Maverick styles for kids, made with recycled materials and camp-themed design details. Priced from $40.
• HOLO x PLF Zeus Special edition Zeus collaboration with Por La Familia (PLF), featuring unique colorways and design elements.

Quantifiable outcome

• Jacy Sheldon's JS:01 sold out within 24 hours of launch at Dick's Sporting Goods during WNBA All-Star weekend
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Dick's Sporting GoodscoreChannel Partner/ Reseller/ Distributor · 18 July 2025Dick's Sporting Goods serves as the exclusive retail partner for HOLO's basketball products including the JS:01 signature shoe. The launch marked HOLO's first major retailer partnership in the basketball space. JS:01 sold out within 24 hours of launch. Dick's committed to launching six more colorways.
• Connecticut SuncoreGTM or Marketing Partner · 26 June 2025HOLO Footwear serves as Official Footwear Partner of the Connecticut Sun WNBA team through the 2025 season. Partnership includes exclusive behind-the-scenes content, interactive giveaways, and unique community clinics. The partnership supports Jacy Sheldon, the first WNBA athlete to sign with HOLO.
• Jacy SheldonflagshipGTM or Marketing Partner · 1 August 2024WNBA rookie Jacy Sheldon signed with HOLO Footwear in August 2024, receiving both equity in the company and a signature shoe line (JS:01). She is the first WNBA player to sign with HOLO and one of only four active WNBA players with a signature shoe. JS:01 launched during WNBA All-Star weekend 2025.
• Isaac OkoroflagshipGTM or Marketing Partner · 1 December 2023NBA player Isaac Okoro signed with HOLO Footwear in December 2023 for an equity deal and signature shoe (IO:01). Okoro became the 27th active NBA player with a signature sneaker. He has debuted over 20 player-exclusive colorways and gained ownership stake in the company.
• KOA CampgroundscoreStrategic or Co-development Partner · 1 January 2023HOLO collaborated with Kampgrounds of America (KOA) to create the HOLO x KOA collection featuring camping-inspired footwear. Products include KOA Athena Moc, KOA Credimus, and KOA Maverick - designed as the ultimate camping shoes with recycled materials and outdoor functionality.
• NordstromminorChannel Partner/ Reseller/ DistributorNordstrom is a wholesale retail partner for HOLO Footwear. The brand's debut at Nordstrom with the Maverick shoe in 2020 was well received, particularly among outdoor enthusiasts.
• REIminorChannel Partner/ Reseller/ DistributorREI is a wholesale retail partner for HOLO Footwear, selling outdoor and hiking-focused footwear collections.
• Von MaurminorChannel Partner/ Reseller/ DistributorVon Maur is a wholesale retail partner for HOLO Footwear.
• Dillard'sminorChannel Partner/ Reseller/ DistributorDillard's is a wholesale retail partner for HOLO Footwear.
• Famous FootwearminorChannel Partner/ Reseller/ DistributorFamous Footwear is a wholesale retail partner for HOLO Footwear.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Allbirds: Public sustainable footwear brand selling casual, running, and lifestyle shoes made from natural and recycled materials via DTC and wholesale. Most directly comparable to HOLO on sustainability positioning, price band, and DTC-led GTM.
• Veja: French sustainable sneaker brand using recycled and bio-based materials, sold through DTC, premium department stores, and concept stores. Comparable to HOLO on eco-friendly materials, lifestyle sneaker category, and European-originated sustainability narrative.
• Cariuma: Sustainable sneaker brand using natural rubber, recycled PET, and organic cotton; sells DTC and through select retailers. Comparable to HOLO as a smaller, sustainability-led lifestyle sneaker competitor at similar price points.
• Thousand Fell: Sustainable sneaker brand built around recycled materials and circular take-back programs. Directly comparable to HOLO on recycled-EVA/recycled-rubber construction, DTC GTM, and lifestyle sneaker category overlap.

Broad incumbents

• Nike: Global athletic footwear leader with deep basketball, running, and lifestyle franchises and dominant athlete endorsement infrastructure. HOLO competes against Nike across every category it operates in, including the basketball signature-shoe market that anchors its growth strategy.
• Adidas: Global athletic footwear and apparel incumbent with basketball, running, and lifestyle lines plus major athlete endorsements. Competes with HOLO in running (Ultraboost), basketball, and increasingly in sustainability-positioned product lines.
• New Balance: Athletic and lifestyle footwear incumbent with growing basketball signature-shoe roster and broad running/outdoor portfolio. Comparable as a multi-category competitor that has recently leaned into lifestyle and athlete-driven storytelling similar to HOLO's model.
• On: Premium athletic footwear brand with strong running and lifestyle positioning at premium price points ($100+). Comparable to HOLO on premium running pricing, sustainability messaging, and direct-to-consumer growth trajectory in running and lifestyle.
• Saucony: Performance running footwear brand where HOLO co-founders previously worked. Directly comparable on running category expertise and product positioning, and represents the type of legacy player HOLO's Rebel Runner and Nephelae compete against.
• Merrell: Outdoor and hiking footwear brand also founded from the same industry network as HOLO's founders. Comparable on hiking/trail category overlap (Troy, Apollo Mid WP, Zeus) and on the brand's distribution through outdoor retailers like REI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/holofootwear
• Xx.com/holofootwear
• Facebookfacebook.com/holofootwear
• LinkedInlinkedin.com/company/holo-footwear

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOLO Footwear