When industry veterans from brands like Columbia Footwear, Sorel, and KEEN team up to launch their own brand, shoepeople take notice. VELOUS co-founders Tim Bartels, Brad Bischel, and Damon Butler have pretty impressive resumes in footwear/outdoor. The trio came together to launch a highly researched recovery shoe out of Portland, Oregon. Patented Tri-Motion technology defines the brand’s slides and flip flops, as well as a triple-density Foamotion Formula with the right amount of support and squish. Already selling strong in specialty sports stores, we sat down with VELOUS CEO Tim Bartels to hear about the brand’s plans to expand the line and sell internationally.
VELOUS founders have a strong history in the footwear industry. What lead you to sports/recovery?
From the start, we were all about helping athletes of all levels recover better and provide the best solution for consumers who need amazing cushion and support. We were already well rooted in sports and outdoor arenas from our years of experience in the footwear industry and because of that experience, we saw the opportunity within the recovery footwear category and how we could serve those consumers better. We noticed there was significant white space not being addressed: Consumers either had a choice of really soft, but unstable foam underfoot, or really firm foam options. We wanted to come up with a better solution that was thought through on what fatigued feet need in each part of the foot strike motion to recover faster. Further validation from the medical community let us know we were on the right track.
What makes VELOUS different from your average slide sandal?
Our Tri-Motion Technology provides soft and stable cushioning with our deep heel cup that guides your foot strike to the midfoot, where you will notice just the right amount of arch support, then to the forefoot where the flex grooves allow your feet and toes to gently stretch and relax. VELOUS Tri-Motion provides fatigued feet exactly what is needed at each part of the foot strike motion.
Tell me about your retail strategy.
We initially launched online and then quickly signed on key specialty retailers like A Snails Pace and Mile 26 in the Southern California run specialty market, as well as key independent footwear specialty retailers like Esmond’s Shoes in Richmond, Indiana, which has since reordered many times to keep up with their sales and demand. Our plan is to continue to expand with key footwear, running, outdoor, and sporting goods retailers. In addition to the U.S., we also have international distribution in Europe, Asia Pacific, and Australia and New Zealand that we will continue to grow as well.
Tell me about your recent partnership with Citius Mag — why was it good for the brand, and do you see more of these moving forward?
We have partnered with the team at Citius Mag, who is the #1 media company in the running/track and field community from day one. Both VELOUS and Citius Mag launched our brands about the same time. After sponsoring their podcast and newsletter, it was a natural for us to partner with them on our number one style, the Hoya Adjustable Slide. The Hoya x Citius Mag collaboration has done very well and has been a great partnership that we look forward to continuing.
We also have several additional collaboration opportunities in front of us that we are considering, but our next will be with our Hawaii partner and the upcoming Honolulu Marathon on December 9. It draws runners from all over the world and is one of the largest marathons in the U.S. only behind, New York, Chicago, and Boston.
Flip flops are having a moment…do you see a fashion angle growing?
We are rooted in performance and sports recovery; however we are launching more lifestyle colorways in Spring ’25. Everyone wants to be comfortable no matter what activity they are doing. As long as we check the boxes for delivering on cushion, stability, and support, we are fine for whatever application makes sense for our consumer.
What’s next for the brand?
We are focused on year-round recovery—not just sandals, and delivering products that are seasonally relevant for the elements.
You will see a new slip-on style coming in 2025 that we feel will be a game changer. In addition, we are looking at bringing elements of warmth, traction and weather protection to allow consumers to fully recover and wear products that deliver support and comfort no matter what the weather brings.
