Kids’ Brand Ground Up Makes First Move to Diversify Beyond Licensed Character Shoes
After releasing numerous sneaker collections featuring some of the most popular kids’ characters — from Mickey and Minnie Mouse to Spider-Man, Bluey, Sonic and My Little Ponies — Ground Up International is expanding its reach.
In time for the holiday buying season, the New York-based footwear company has released its first non-licensed design: the Uplift Boot, aimed at “fashion-forward parents looking to elevate their little one’s seasonal style.”
More from Footwear News
The lace-up boot is offered in two versions (iridescent black and purple) and comes in all preschool and toddler sizes. The shoe, which retails for $60-$65 exclusively through Snipes stores and online, also features side zip for easy on and off, while the dark lug sole is ideal for winter weather conditions.
Ground Up director of marketing Gabrielle Correale told FN that this marks the first time in the brand’s history that it is offering a non-licensed shoe — all part of a “strategic shift towards diversification and broader market appeal.”
She noted that the brand aims to keep pace with the ever-changing fashion landscape and ensure that it continues to reach new audiences for its products.
“By steering away from character-focused designs, we are demonstrating our versatility and ability to resonate with a broader consumer base,” said Correale. “The ‘Uplift’ embodies the essence of this evolution, showing the spirit of change and progress.”
Ground Up has been creating licensed footwear for many entertainment and consumer brands since 2016, working behind the scenes manufacturing shoes for Disney, Nickelodeon, Warner Bros. and others.
In 2021, Ground Up stepped out into the limelight by creating a line of sneakers under its own name and has quickly amassed an extensive partner list. This year alone, it launched at least nine new licensing partnerships, with Minecraft, Bluey, Mattel, Hasbro, Chainsaw Man, Afro Unicorn, Miraculous Lady Bug, WWE and Billy’s Footwear.
Its retail partners include Journeys, Kids Foot Locker, Snipes, Zappos, Walmart and other major accounts.
Best of Footwear News
9 Fast Facts About Ross Dress For Less & Why Prices Are So Low
A History of Cyber Monday: Holiday Origins, Discounts, Deals & More
Sign up for FN's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
