Ground Up

What Ground Up does

Ground Up International Inc. is a privately held footwear company founded in 2016 by Jack Gindi and headquartered at 1333 Broadway in New York's Garment District. The company designs and manufactures character-licensed and branded footwear across infants, toddlers, youth, and adult sizes, with a product portfolio spanning sneakers, high-tops, clogs, slides, slippers, boots, ballet flats, and most recently hosiery. Ground Up's commercial model is a licensing-and-brand-partnership house built on relationships with 30+ entertainment IP owners (Disney, Marvel, Star Wars, Nickelodeon, Universal, Warner Bros, Nintendo, Hasbro, Mattel, Minecraft, Netflix, Sanrio, Sega, BBC/Bluey, Mattel/Barbie, Sesame Street, Warner Bros, Care Bears, FNAF, WWE, and food brands PepsiCo and Hershey), plus emerging direct brand partnerships with Dickies and Scotch & Soda. The company is now also developing owned IP through the CoBrand program and UPlift Boot sub-brand.

Ground Up operates a multi-channel distribution model that combines major retailer wholesale (Walmart — including 100 dedicated character footwear shop-in-shops launched in 2025 — Target, Kids Foot Locker, Foot Locker, Foot Locker Europe across 18 countries, JD Sports, Snipes, Journeys, Nordstrom, Saks Fifth Avenue, Harrods, Selfridges, DSW, Amazon, Zappos), direct-to-consumer e-commerce at groundupshop.com, and a Faire wholesale marketplace for boutique retailers. Manufacturing and sourcing run out of a Dongguan, China production office, with US operations in Compton, California and a distribution center in Edison, New Jersey. Pricing spans approximately $10–$65 retail at the unit level across character slippers, children's sneakers and high-tops, premium boots, and adult slides and clogs.

Revenue mechanics combine wholesale unit sales, royalty-bearing licensed product programs (Disney, Marvel, Sanrio, Mattel, etc.), and emerging proprietary branded product lines (UPlift Boot, CoBrand, original sneaker capsule). Customer concentration sits with a small number of mass and specialty retailers (Walmart, Target, Foot Locker entities) carrying the majority of unit volume. The company remains founder-owned with no disclosed institutional funding rounds or M&A activity, and has no public reporting on revenue, headcount, or earnings; the latest published signals indicate an active expansion phase through 2026 across categories, geographies, and partner types.

Name

Ground Up

Legal name

Ground Up International Inc.

Website

https://groundupintl.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Ground Up International is a privately held, NYC-headquartered footwear company founded in 2016 that designs, manufactures, and distributes character-licensed and branded footwear for kids and adults — featuring Disney, Marvel, Sanrio, and other entertainment IP — across 30-plus major retailers including Walmart, Target, Kids Foot Locker, and Foot Locker, plus emerging direct brand partnerships with Dickies and Scotch & Soda.

Ownership category

akta.pro rank

Product category

Licensed Character Footwear

NAICS

Footwear Manufacturing (3162), Footwear Merchant Wholesalers (424340), Shoe Retailers (45821)

SIC

Footwear, (No Rubber) (3140)

akta.pro primary industry

Children’s & Baby Footwear (CRAAACAF)

akta.pro secondary industries

Children’s & Baby Footwear Retail (CRAAADAF), Youth & Kids Athletic Footwear & Apparel Retail (CRAMACAL)

Keywords

• Licensed character footwear
• Kids character sneakers
• Adult character footwear
• Entertainment brand licensing
• Footwear manufacturing design

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Licensed Footwear Sales: Ground Up designs and sells footwear featuring licensed entertainment brands (Disney, Marvel, Sanrio, Nickelodeon, Universal, Warner Bros, Nintendo, Hasbro, Mattel, Minecraft, Netflix, Sesame Street, Peanuts) and food brands (PepsiCo brands including Mountain Dew, Doritos, Cheetos, Hershey brands). Revenue generated from wholesale to retail partners and direct-to-consumer sales.
2. Branded Footwear (CoBrand/UPlift): First-ever original sneaker capsule created exclusively for retail partners like Kids Foot Locker and Snipes, marking the company's expansion beyond licensed footwear into proprietary branded products.
3. Direct-to-Consumer E-commerce: Sales through owned e-commerce storefronts including groundupshop.com for direct consumer sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels7 records

Core offering

Ground Up designs, manufactures, and distributes character-inspired and branded footwear for kids and adults, including sneakers, clogs, slides, slippers, boots, and ballet flats featuring licensed entertainment IPs (Disney, Marvel, Bluey, Hello Kitty, Minecraft, Star Wars, Sonic, etc.) and proprietary sub-brands (CoBrand, UPlift Boot, UP Lifestyle). Products are sold wholesale through 30+ major retail partners including Walmart, Target, Kids Foot Locker, Foot Locker, Nordstrom, Harrods, and Selfridges, as well as through direct-to-consumer e-commerce at groundupshop.com and the wholesale marketplace Faire.

Product overview

Ground Up is a footwear brand house that has evolved from primarily licensing kids character shoes to a multibrand house offering both licensed and proprietary footwear products. The core offering consists of character-inspired kids footwear featuring major entertainment brands (Disney, Marvel, Bluey, Hello Kitty, Minecraft, Star Wars, etc.) sold through major retail partners (Kids Foot Locker, Walmart, Target, etc.). The company has expanded into proprietary branded collections including the UPlift Boot and CoBrand line, entered fashion brand partnerships (Dickies, Scotch & Soda), and launched its first hosiery line (Cheetos). The UP Lifestyle adult line extends the brand to the whole family. Products range from toddler to adult sizes across sneakers, clogs, slides, boots, and ballet flats.

Differentiator

Problem solved

Functional benefit

Brands

• CoBrand: Ground Up's brand collaboration initiative that blends licensed properties with the company's own design perspective to create distinctive footwear.
• UPlift Boot
• UP Lifestyle

Products and services

• Character-Inspired Kids Footwear Core product line of character-inspired children's footwear including sneakers, clogs, slides, slippers, and boots featuring licensed entertainment characters. Sold through major retail partners (Walmart, Target, Kids Foot Locker, Foot Locker) and direct-to-consumer e-commerce. Targeted at parents and gift purchasers shopping for kids and youth.
• UP Lifestyle Adult Footwear Adult-sized footwear line featuring licensed characters and fashion-forward designs. Includes men's and women's styles such as clogs, slides, sneakers, and slippers with Star Wars, Disney, Marvel, and branded collections. Available at major retailers and direct-to-consumer.
• CoBrand Collection Ground Up's proprietary branded sneaker line that blends licensed properties with the company's own original design perspective, featuring the interlocking 'UP' logo. Each collaboration represents a meeting point of storytelling, nostalgia, and style. Launched exclusively at Snipes and other retail partners.
• UPlift Boot Collection Ground Up's first-ever branded boot collection featuring iridescent coated glitter and fashion-forward design details. Available exclusively at Snipes in toddler and youth sizes at $60–$65 retail.
• Cheetos Hosiery Collection Ground Up's first entry into the hosiery product category, featuring Cheetos brand-inspired socks and hosiery products showcasing the Chester Cheetah mascot. Part of the expanded PepsiCo licensing partnership brokered by The Joester Loria Group.

Quantifiable outcome

• Products available in 100+ countries through major retail partnerships
• +2 more outcomes

Named customers4 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

Feature2 records

Partnerships

18 partnerships are on record, tiered core, major and minor.

• DickiescoreOEM/ Whitelabel/ Licensing Partner · 15 May 2026Ground Up named exclusive footwear partner for Dickies brand owned by Blue Star Alliance. Ground Up will be responsible for building up Dickies' footwear category across all demographics. New shoe lines will hit retail stores in early 2027. Brands retain control over distribution strategy and retail positioning.
• Scotch & SodacoreOEM/ Whitelabel/ Licensing Partner · 15 May 2026Ground Up named exclusive footwear partner for Scotch & Soda brand owned by Blue Star Alliance. Ground Up will build up footwear category for this fashion brand across all demographics. New shoe lines launching early 2027. Brand maintains control over distribution and retail positioning.
• Blue Star AlliancecoreStrategic or Co-development Partner · 15 May 2026New York-based brand management firm that owns Dickies and Scotch & Soda brands. Entered into exclusive footwear partnerships with Ground Up for both brands, representing expansion of Ground Up's business model from kids shoes licensing to direct brand partnerships.
• The Children's PlacecoreChannel Partner/ Reseller/ Distributor · 5 March 2026Ground Up forged new footwear partnership with The Children's Place, the largest pure-play children's specialty retailer in North America. Limited-edition collection releasing throughout Spring 2026 featuring Marvel's Spidey and His Amazing Friends, Disney's Minnie Mouse, Pixar's Toy Story and Cars in rain boots and clogs. Positions Ground Up to reach broader audience in children's lifestyle market.
• PepsiCocoreOEM/ Whitelabel/ Licensing Partner · 9 January 2026Expanded existing partnership to include Cheetos brand, marking Ground Up's first entry into hosiery category. Builds on relationship established in early 2025 with Mountain Dew and Doritos food-inspired footwear collections. New Cheetos collection inspired by Chester Cheetah mascot released under expanded partnership. Deal facilitated by licensing agent The Joester Loria Group.
• The Joester Loria GroupcoreImplementation/ SI/ Consulting PartnerLicensing agent representing PepsiCo brands. Brokered the Mountain Dew and Doritos footwear partnership in early 2025 and facilitated the Cheetos hosiery expansion partnership in 2026.
• DisneycoreOEM/ Whitelabel/ Licensing PartnerMajor entertainment brand partner with multiple product lines including Disney Baby, Disney Wish, Lilo & Stitch, The Little Mermaid, and character collaborations. Featured in Disney x Ground Up Spring collection at Kids Foot Locker and various Walmart collections.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerEntertainment brand partner for Spider-Man, Miles Morales, and Avengers-themed footwear collections available at Kids Foot Locker and other retailers. Featured in Wicked collaborations and character-focused lines.
• SanriocoreOEM/ Whitelabel/ Licensing PartnerGlobal lifestyle brand partner for Hello Kitty and Friends sneaker collections. First collaboration launched in September 2024 for Hello Kitty's 50th anniversary. Expanded in November 2025 with multi-character collection featuring Hello Kitty, Kuromi, My Melody, Cinnamoroll, and Pompompurin. Available exclusively at Kids Foot Locker.
• MattelcoreOEM/ Whitelabel/ Licensing PartnerFirst-ever Barbie Court Sneaker launched at Kids Foot Locker American Dream Mall in March 2024 with special event. Products span infant and preschool sizes through youth.
• The Hershey CompanymajorOEM/ Whitelabel/ Licensing PartnerPartnership announced in January 2025 to bring candy brands including Hershey's Kisses, Reese's, Twizzlers, and Jolly Rancher into fashion world. Collection launching Spring 2026 featuring footwear inspired by iconic Hershey treats.
• Universal PicturescoreOEM/ Whitelabel/ Licensing PartnerWicked film partnership producing ballet flats at Target (November 2024) and high-top sneakers at Walmart (October 2024). Collections inspired by Glinda and Elphaba characters. Also produced Minecraft footwear following partnership with Mojang Studios.
• Mojang StudioscoreOEM/ Whitelabel/ Licensing PartnerFirst Minecraft partnership signed September 2023, with collection launching August 2024 at Journeys Kidz. Creeper-themed high tops and pink slip-ons featuring Minecraft creatures. Exclusive back-to-school collection.
• SegacoreOEM/ Whitelabel/ Licensing PartnerSonic the Hedgehog footwear collections including S6 Court Sneaker available at DSW and other retailers. Multiple Sonic-themed product releases spanning sneakers and slides.
• BBC StudioscoreOEM/ Whitelabel/ Licensing PartnerBluey entertainment brand partner. Multiple collections including high-tops, clogs, and slippers at Target and Walmart. Bluey and Bingo flagship launch event at Foot Locker Times Square. Summer 2025 styles for Walmart.
• Sam's ClubminorChannel Partner/ Reseller/ DistributorDisney Stitch 3D Kids Plush Slipper launch event in Bentonville, Arkansas in October 2025. Exclusive product release for Sam's Club members.
• Soles4SoulsminorStrategic or Co-development PartnerNonprofit organization fighting poverty through footwear donations. Ground Up is a proud partner, donating footwear to help families and children. 'Give Shoes. Give Love' fundraiser event donating proceeds to 4EveryKid, providing new athletic shoes to children experiencing homelessness.
• Warner Bros. DiscoverycoreOEM/ Whitelabel/ Licensing PartnerLicensed entertainment properties including DC Comics characters, Looney Tunes, and other Warner Bros franchises featured in footwear collections.

Scale indicators4 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• Converse: Converse, a Nike subsidiary, has run multiple Disney, Star Wars, and entertainment IP collaborations distributed through Foot Locker, JD Sports, Journeys, and kids specialty retail, mirroring Ground Up's character-licensing model at much larger scale.
• Vans: Vans, owned by VF Corporation, runs a high-profile Disney, Marvel, and entertainment character collab program across kids and adult footwear, with similar retail distribution (Foot Locker, JD Sports, Journeys) and lifestyle-brand positioning.
• Adidas: Adidas runs an extensive Disney, Marvel, and Star Wars licensed footwear program, including kids sneakers and slides at Walmart and Foot Locker, and serves as a broad benchmark for global IP-licensed footwear distribution and brand-led lifestyle extensions.
• New Balance: New Balance has expanded into licensed kids character footwear (Disney, Sesame Street, and other IP) sold at Foot Locker, JD Sports, and Kids Foot Locker, competing for similar character-licensed shelf space at premium sneaker retailers.
• Skechers: Skechers is a broad incumbent in kids and family footwear with extensive character-licensed collections (light-up, cartoon, superhero) sold at Walmart, Target, and Foot Locker, and is a relevant benchmark for licensed kids footwear at scale, though its core franchise is performance and lifestyle branded product.
• Reebok: Reebok has run character and entertainment IP collaborations (Sesame Street, Looney Tunes) sold through Foot Locker and Walmart, with a kids-heavy product mix that overlaps Ground Up's licensed character footprint.

Direct peers

• Crocs: Crocs is the most directly comparable peer: a footwear brand that built a global licensing and character-collab business (Disney, Marvel, Sanrio, entertainment IP) around its clog silhouette, with deep presence at Walmart, Target, Foot Locker, and Kids Foot Locker. Both companies monetize licensed IP across kids and adult channels through mass retail and DTC.
• Stride Rite: Stride Rite is a heritage kids footwear specialist sold through department stores, kids specialty (similar to The Children's Place), and family channels. Both companies compete for the same parent buyer shopping for character and licensed kids shoes at major retailers.

Emerging players

• Native Shoes: Native Shoes is a lifestyle kids and adult footwear brand sold at Nordstrom, Foot Locker-adjacent specialty, and DTC, with a fashion-forward design philosophy and limited character IP presence, providing a useful comparator for non-licensed lifestyle footwear retail.
• See Kai Run: See Kai Run is a smaller, design-forward kids footwear brand sold at Nordstrom, Foot Locker-affiliated channels, and independent boutiques. Both brands compete for premium kids footwear shelf space with a focus on design and character storytelling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ground-up-international
• Xx.com/groundupintl
• Facebookfacebook.com/groundupintl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Ground Up