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NEW OPTIONS IN THE RECOVERY CATEGORY PROVIDE A STYLE BOOST. FRESHENED UP BY SUZANNE BLECHER O ver the past few years, one thing about the recovery category has become apparent — the number of brands offering recovery footwear and the types of footwear they are offering has seen a spike. And as the latest crop of recovery footwear from a variety of brands reflects, consumers are seeking more than just function and comfort — they are also seeking style. "Many consumers are looking for recovery footwear to wear more casually – it's no longer limited to post-workout molded, athletic slides," explained Amanda Butler, design director for Vionic. Pepper Harward, CEO of Oka Brands, which recently launched a new recovery- focused line under the Oka name, noted that "e health and wellness benefits are becoming clear to athletes, and to all people who do hard things with their bodies." e exec is witnessing "a new energy in the recovery category" as now is the time "for new brands to build on the recovery foundation with fresh silhouettes and fun colorways – or new benefits like 100% recyclable and Made in the USA." Topo Athletic Product Manager Russ Stevens echoes the sentiment. "We feel the biggest opportunity in recovery is working to improve on the versatility and aesthetic appeal of the product," he said. While recovery shoes can no doubt be very technical, they also cross over to the casual customer seeking a comfort shoe. When OOFOS designer Dan Hobson created OOmy Zen, he drew inspiration from wanting to recreate that feeling of slipping on a slide while also wearing socks. It's that sweatshirt-like hug for the feet that resonates across the board. "Recovery footwear has everyday implications to help you feel better throughout the day and outside of workouts," noted Darren Brown, head of marketing for OOFOS, adding, "As such, it is necessary to provide styling options that fit a wide variety of lifestyles and wearing occasions, so that anyone can experience the benefits of OOfoam technology, which go beyond comfort." Customer feedback has shown that many customers who start off with an OOFOS sandal or slide return to purchase new styles (like closed-toe options) "so they can implement active recovery into all aspects of their lives," he continued. MEASURING THE MARKETPLACE While one exec noted that the space can appear to be overcrowded, there is a unique space for footwear that provides genuine active recovery (with the technology to back it up). "e category is growing for sure and more consumers are wanting the benefits of technical recovery footwear, while also being stylish," explained Velous Footwear Founder Tim Bartels. Velous has gained momentum in offering a recovery shoe that provides more than just a super so foam or really firm foam. "We provide a more technical solution and all-around support and cushion," he said. Kane Footwear CEO John Gagliardi, whose brand launched in 2021, views growth in the category as a win for all. "e more attention the category receives, the more educated consumers are on the importance of recovery," he commented. sportstylemag.com • sportstyle March/April 2025 • 11 RECOVERY

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