HandsFree Labs

What HandsFree Labs does

HandsFree Labs is a privately-held footwear technology company that develops and licenses hands-free step-in shoe technology. Founded in 2019 and headquartered in Vineyard, Australia, with operating presence in the United States, the company has built a patent portfolio of over 200 filings covering hands-free footwear constructions and implementations across performance, relaxed, and outdoor categories. Its flagship platform is branded Dynamic Performance Technology™, which integrates into any footwear construction via cage technology variants (Athens, Lima, London). The company is led by Founder and Chairman Mike Pratt and CEO Gareth Hosford, supported by a full C-suite including Chief IP Officer Eric Nielsen, Head of Licensing Monte Deere, CMO Elizabeth Drori, CFO Rollen Jones, COO Jason Lee, and Chief Innovation Officer Craig Cheney.

The company monetizes its technology through two channels. First, it licenses the hands-free IP to major footwear brands, with publicly disclosed licensees including Nike, New Balance (agreement announced March 2026, products launching spring 2027), and a military/first-responder focused partner. Licensing fees are structured on a per-unit royalty basis. Second, it sells directly to consumers through wholly-owned sub-brands Kizik (everyday hands-free shoes) and Blue Ox (hands-free boots and outdoor footwear), distributed through its own e-commerce storefront and 100+ retail partners including Nordstrom, Zappos, and DSW. The owned brands serve both as revenue sources and as proof-of-concept assets to validate consumer demand for prospective licensees.

Operationally, HandsFree Labs maintains a hybrid B2B/B2C model with international reach through Kizik stores and a dedicated international leadership function. Revenue mechanics are not publicly disclosed, and the company appears to be in a scaling phase with multiple flagship licensing agreements signed or in development alongside continued expansion of its owned brand portfolio.

Name

HandsFree Labs

Legal name

HandsFree Labs

Website

https://handsfreelabs.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

HandsFree Labs develops and licenses patented hands-free step-in shoe technology to footwear brands while selling consumer footwear directly through its owned brands Kizik and Blue Ox via retail and e-commerce channels.

Ownership category

akta.pro rank

Product category

Footwear Technology Licensing

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Patent Owners & Lessors (6794), Footwear, (No Rubber) (3140)

akta.pro primary industry

Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

akta.pro secondary industry

Work, Safety & Protective Footwear Manufacturing (Steel-Toe/ESD/Slip-Resistant) (IMAOAIAD)

Keywords

• Hands-free footwear
• Shoe technology licensing
• Slip-on shoes
• Footwear IP patents
• Step-in technology

Headquarters

HQ city

Vineyard

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Technology Licensing Royalties: HandsFree Labs generates revenue by licensing its patented hands-free shoe technology to major footwear brands. The company has signed licensing agreements with Nike, a military/first-responder focused partner, and New Balance (announced 2026),收取按单位计算的授权许可费用。Licensees gain access to the company's 200+ patent portfolio and proprietary solutions.
2. Direct-to-Consumer Brand Sales: HandsFree Labs sells footwear directly to consumers through its own brands Kizik and Blue Ox via its e-commerce storefront, generating product revenue from end consumers.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

HandsFree Labs develops, patents, and licenses a proprietary hands-free footwear technology platform (Dynamic Performance Technology™) protected by 200+ patents. It monetizes the technology through two owned direct-to-consumer brands — Kizik (casual slip-in shoes) and Blue Ox (boots) — and through IP/technology licensing agreements with major footwear brands including Nike and New Balance, as well as a military/first-responder partner.

Product overview

HandsFree Labs operates as a technology licensing company with a portfolio of proprietary brands and a platform technology. The core offering is Dynamic Performance Technology™, a hands-free step-in shoe technology protected by 200+ patents. This technology is delivered through company-owned sub-brands (Kizik for casual everyday footwear and Blue Ox for boots/work footwear) and licensed to global brand partners. The company targets multiple footwear categories including performance, relaxed, outdoor, work, and kids' footwear, with distribution through 100+ retailers including Nordstrom, Zappos, and DSW.

Differentiator

Problem solved

Functional benefit

Brands

• Kizik: Hands-free slip-in shoes for everyday wear
• Blue Ox

Products and services

• Kizik Owned consumer brand of hands-free, slip-in casual shoes built on Dynamic Performance Technology™, sold direct-to-consumer and serving as a flagship showcase for the underlying patented platform.
• Blue Ox Owned consumer brand of hands-free boots leveraging the same Dynamic Performance Technology™ platform, targeting consumers who want step-in convenience in a boot silhouette.
• Dynamic Performance Technology™ Licensing Licensable hands-free footwear technology platform (200+ patents) offered to footwear manufacturers such as Nike and New Balance, as well as a military/first-responder partner, for integration into their own product lines.
• Military and First-Responder Hands-Free Footwear Specialized hands-free footwear products built on Dynamic Performance Technology™ and supplied to a military/first-responder partner for safety- and efficiency-critical use cases.

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• New BalancecoreOEM/ Whitelabel/ Licensing Partner · 26 March 2026HandsFree Labs signed a licensing agreement with New Balance to use its hands-free slip-in shoe technology across men's, women's, and children's footwear. Select styles are targeted for launch in the first half of 2027, starting with one or two high-volume styles before broadening. The agreement gives New Balance the option to expand the technology across its product line. The collaboration took over a year to develop, focusing on combining performance and design standards.
• NikecoreOEM/ Whitelabel/ Licensing PartnerNike is a licensing partner for HandsFree Labs' hands-free shoe technology, representing one of the company's flagship licensing agreements in the footwear industry.
• Military/First-Responder Footwear PartnercoreOEM/ Whitelabel/ Licensing PartnerA licensing partner focused on military and first-responder footwear, developing hands-free technology solutions for personnel requiring quick footwear transitions in operational contexts.
• KizikcoreOEM/ Whitelabel/ Licensing PartnerKizik is the flagship consumer brand owned by HandsFree Labs, demonstrating market demand for hands-free footwear. The brand has expanded internationally with dedicated Kizik stores and has seen renewed growth, contributing proof-of-concept for prospective licensees.
• Blue OxminorOEM/ Whitelabel/ Licensing PartnerBlue Ox is a brand under HandsFree Labs focused on expanding the hands-free footwear category into boots and related categories.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• BOA Technology: BOA licenses its proprietary dial-based closure system to footwear and apparel brands globally. Closely comparable to HandsFree Labs as a footwear component technology IP licensor with brand partnerships across performance and lifestyle categories.
• W. L. Gore & Associates (Gore-Tex): Gore licenses its Gore-Tex waterproof membrane technology to footwear and apparel brands as a co-branded performance ingredient. Mirrors HandsFree Labs' platform licensing model where a proprietary technology is integrated into licensee products across categories.
• Vibram: Vibram licenses its proprietary rubber outsole technology and the iconic yellow hexagon trademark to hundreds of footwear brands. A direct analog to HandsFree Labs as a footwear component technology licensor whose IP is embedded in licensee products.
• OrthoLite: OrthoLite licenses its open-cell foam insole technology to footwear brands worldwide. Comparable as a behind-the-scenes component IP licensor whose technology is integrated into licensee footwear across casual, athletic, and outdoor segments.

Broad incumbents

• Crocs: Crocs owns and licenses its proprietary Croslite foam material and iconic clog design across product lines and licensee collaborations. Comparable as a footwear company that monetizes a proprietary material/design platform, though Crocs is also a major footwear brand itself.
• Skechers: Skechers has its own Skechers Hands Free Slip-ins line with built-in hands-free technology. Comparable as a competing hands-free footwear player operating at scale across multiple retail channels.
• Ecco: Ecco operates a vertically integrated footwear business with proprietary materials and comfort technology. Comparable as a footwear company that internalizes rather than licenses its innovation platform, illustrating the alternative strategic path HandsFree Labs' licensees could take.

Emerging players

• Merrell: Merrell has introduced hands-free slip-on outdoor and casual styles. Comparable as a brand exploring hands-free footwear that could be either a HandsFree Labs licensee or a competing in-house developer in the outdoor category.

Others

• Nike: HandsFree Labs' flagship licensing partner and a leader in automated footwear innovation (Nike Adapt). Relevant as both a current customer and the principal competitive threat if Nike elects to internalize hands-free technology rather than license it.
• New Balance: New Balance signed a March 2026 licensing agreement with HandsFree Labs with first products expected spring 2027. Relevant as both a current customer demonstrating tier-1 validation and a potential in-house competitor with substantial R&D capacity.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/handsfreelabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 HandsFree Labs