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Original Footwear Company Launches ‘Urban Assault’ Styles

The Original Footwear Company (OFC) is marking its 20th anniversary as one of the military’s and law enforcement’s leading suppliers of rugged footwear by introducing a consumer version of its top-selling boot used by the elite U.S. Navy Seals. Patterned after the company’s authentic Maritime Assault line, the new Urban Assault is part of OFC’s 2020 Altama collection. Geared for active use outside the confines of the military and law enforcement, the Urban Assault combines a lighter weight knit upper with sticky rubber outsole for added comfort and durability.

“We’re excited to be expanding our offering with the launch of a casual product that our loyal customer base has been looking for,” states Kevin Cole, CEO of Original Footwear. “The Urban Assault is built for the gym and training but is equally great for just running around town on your day off. It mirrors the look and feel of our core shoes, without the water resistant materials and drainage systems necessary for our brave men and women of the military.”

To celebrate the launch of the new footwear, OFC has made a donation to Special Operations Warrior Foundation (SOWF), a 501 nonprofit organization founded in 1980 to provide college scholarships and educational counseling to the surviving children of Special Ops personnel killed in the line of duty. Since its inception in 1980, 1,100 special ops service members have lost their lives, leaving close to 900 children in need of financial assistance for their education.

OFC was recently acquired by Brand Velocity Partners (BVP), a private equity firm incorporating financial support with a branding and marketing accelerator. BVP offers low to mid-size companies the capital and marketing muscle needed to grow their brands. “Over its long history, Original Footwear has become an integral part of Americana for many both in and out of the military and law enforcement,” says  Cole. “We are thrilled that Original Footwear will now be leveraging BVP’s best-in-class marketing to expand our footprint in the years ahead.”

Based in Morristown, TN, OFC is the parent company to Altama, Original S.W.A.T. and Smith & Wesson Footwear.

The March 2024 Issue

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