Licensing partners like Disney, Nickelodeon, and Nintendo have been turning to Ground Up International for footwear since 2016. Now, the company has released its first-ever branded standalone sneaker collection. Global streetwear retailer Snipes is Ground Up’s exclusive distribution partner for the launch. (Founded in Germany, Snipes acquired KicksUSA in 2019 to expand to the U.S.)
The initial release features five shoes for kids, all featuring custom-branded “UP” outsoles with bright, splatter-like designs. A colorful toggle of the brand’s Ground Up Bear adds a happy note. Bright colors and playful designs are intended to spark creativity and individuality.
Styles include the Boy’s Dino Low-Top, Girl’s Splatter High-Top, Boy’s Graffiti Low Top, Girl’s Star High Top, and Girl’s Butterfly High-Top. Preschool sizes have cotton laces, and toddler sizes have elastic laces. Gabrielle Correale, Director of Marketing at Ground Up, tells Footwear Plus the brand is heading into a “new era,” strategically assessing both licensing and proprietary offerings to maximize reach and impact on the market. “While licensing offers potential for broader distribution, we’re equally committed to nurturing and growing our proprietary brand to maintain authenticity and control over our product offerings,” she says.
Correale adds that Snipes was the ideal retailer to achieve that distribution, thanks to its reputation for curating cutting-edge fashion within Ground Up’s target demographic. “Their proven track record in showcasing emerging brands made them the ideal partner to introduce our collection to a wide audience of fashion-forward consumers,” she notes.
