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Oofos

Oofos
TypePrivate
IndustryClothing
Founded2011; 15 years ago (2011)[1]
FoundersLou Panaccione, Paul Brown, Juan Diaz, and Steve Liggett[1]
Headquarters
Braintree, Massachusetts
,
[2] U.S.
Area served
Worldwide
Key people
Lou Panaccione (CEO)[2]
ProductsShoes
Websitewww.oofos.com

Oofos (stylized OOFOS) is an American multinational company that manufactures recovery footwear. Headquartered in Braintree, Massachusetts, it was founded in 2011.

History

OOFOS was founded in 2011 by a team of footwear industry veterans that included Lou Panaccione, Paul Brown, Juan Diaz, and Steve Liggett.[1] The company originally sold its footwear direct to consumer, through Amazon, and wholesale.[2] By 2023, the brand was selling in 32 countries, and expanded from specialty running shops to include REI, DSW and Nordstrom.[3] In June 2025, the company began opening retail stores in the US.[2]

Products and technology

OOFOS recovery sandals

OOFOS manufactures recovery sandals and shoes designed to help lessen the stress on joints.[4] The company markets OOfoam, foam technology designed to absorb impacts and help wearers feel better post performance.[5] The foam is used to manufacture a variety of men's and women's styles, including sandals, shoes, clogs and slippers.[5]

Advertising

In 2020, former NFL and MLB star Deion Sanders became an OOFOS brand ambassador.[6] Sanders credited his OOFOS shoes with helping with the lingering pain he felt from his years as a pro athlete.[6] In June 2021, the company signed a brand partnership with former NFL quarterback Alex Smith.[7] In 2018, Smith had suffered a near career-ending injury, and credited OOFOS shoes for helping with his recovery.[7] In September 2022, former Las Vegas Raiders NFL quarterback Derek Carr also became a brand ambassador for OOFOS.[8] As of September 2022, OOFOS was also the official recovery shoe for the LA Raiders.[8] South Carolina Gamecocks women's basketball head coach Dawn Staley is also an OOFOS brand ambassador.[9]

Other partnerships have included USA Gymnastics, athletic company EXOS, the NWHL, and the U.S. Ski & Snowboard team.[10]

Philanthropy

In 2015, OOFOS launched Project Pink to support breast cancer research, after Duncan Finigan, OOFOS' global head of brand management and marketing, was diagnosed with breast cancer.[4] The company reportedly donates a percentage of its proceeds to breast cancer research.[4]

References

  1. ^ a b c "DTC footwear brand Oofos opens first stores | Retail Dive". Retail Dive. June 10, 2025. Retrieved July 19, 2025.
  2. ^ a b c d Lynch, Ryan (June 2, 2025). "Footwear brand Oofos to open store in Orlando amid US expansion". Orlando Business Journal. Retrieved July 19, 2025.
  3. ^ Bell, Jennie (April 5, 2023). "How Kenneth Cole, Birkenstock and Oofos Found a Place in the Booming Wellness Movement". WWD.
  4. ^ a b c Conard, Kristin (October 12, 2022). "8 Businesses To Support During Breast Cancer Awareness Month That Give Back". The List.
  5. ^ a b Hensley, Ben (September 8, 2022). "Derek Carr's latest business venture? Partnering in recovery footwear". The Business Journal.
  6. ^ a b "Oofos Partners With Pro Football Hall Of Famer Deion Sander". SGB Media. June 15, 2020. Retrieved July 19, 2025.
  7. ^ a b "Retired NFL Quarterback Alex Smith Enters Partnership With Recovery Footwear Brand Oofos". Yahoo Life. June 3, 2021.
  8. ^ a b Verry, Peter (September 9, 2022). "Why Raiders QB Derek Carr Decided to Invest in Oofos". Sportico.
  9. ^ "South Carolina, Coach Dawn Staley Use NIL To Support Practice Squad Members". NIL Daily On SI. April 1, 2025.
  10. ^ "Dawn Staley, Derek Carr and Alex Smith among investors in latest Oofos funding". Sports Business Journal. July 19, 2025.

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