Oofos recovery footwear is opening its first three brick-and-mortar locations in the U.S. this month and next—at Pentagon City in Arlington, VA; the Mall of Georgia in Buford, GA; and the Florida Mall in Orlando, FL.
The brand launched in 2011 and initially sold through DTC, Amazon, and wholesale, but dipped its shock-absorbing toes into retail world more recently with pop-up locations across the U.S., including one near the finish line of the Boston Marathon route for the past few years.
Oofos’ new strategy is part of a growing push by recovery footwear brands to reach audiences beyond athletes and to educate more consumers about the benefits their fatigue-fighting technology offers post-workout and for people with conditions like plantar fasciitis. The trend seems to be gaining steam: A 2024 survey by the market research firm Circana cited in Modern Retail suggested that 50% of consumers are interested in recovery footwear.
Shoppers at Oofos’ new locations can try on a variety of styles from the brand, including the sneaker-like OOmy Stride and OOmy Zen, sandals, slides, clogs, and other designs featuring proprietary OOfoam technology, which absorbs 37% more impact than traditional footwear, reducing stress on joints and helping wearers recharge and recover.
“With these new retail locations, we are starting small and being intentional with our strategy, with the goal of complementing our existing DTC and wholesale channels while also offering an additional touchpoint to share our mission of helping people feel better,” states Oofos Co-Founder and CEO Lou Panaccione.
