Xero Shoes

Xero Shoes is a United States footwear brand manufactured by Feel the World Inc. It was founded in 2009 by married couple Steven Sashen and Lena Phoenix after Sashen, a recreational runner, looked for footwear that could reduce the constraints and weight associated with conventional running shoes. Influenced in part by Christopher McDougall's book Born to Run, Sashen experimented with simple footwear made from rubber sheet material and laces. The first products were user-assembled sandals marketed under the name Invisible Shoes. The early concept was deliberately spare: a sole supplied protection from the ground while laces held the product to the foot, without the elevated cushioning, rigid structure, or narrow toe shape common in much mainstream footwear. Customers assembled the original sandals themselves, making the product part footwear, part do-it-yourself kit. The brand later moved from these kits into ready-made sandals and closed-toe shoes, while continuing to emphasize light weight, flexibility, and a broad, foot-shaped design philosophy. Xero Shoes initially operated from the founders' home office. In late 2012, the company relocated to a building on Conestoga Court in Boulder, Colorado, and brought in Dennis Driscoll as chief product officer. Driscoll had previously held roles associated with footwear and sporting-goods companies including Avia, Crocs, Dr. Martens, and Wilson Sporting Goods. The company received a substantial visibility boost through an appearance on the fourth season of ABC's Shark Tank, broadcast on February 1, 2013. Sashen and Phoenix declined Kevin O'Leary's proposed $400,000 investment for half of the company. The business moved again in January 2015, establishing an office in Broomfield, Colorado. In 2016 it introduced its first closed-toe shoes, extending the brand beyond open sandals into footwear suitable for a wider range of everyday and athletic uses. A 2017 crowdfunding campaign raised more than $1 million by September and was intended to support expansion of the product range. The company subsequently developed a broader portfolio of sandals, casual shoes, and athletic footwear rather than remaining limited to its original do-it-yourself format. Xero Shoes also built visibility through athletic and sports-related use. At the 2020 Summer Olympics, members of the United States artistic swimming team used Xero Shoes outside the pool, and some United States archery athletes used the company's footwear. In December 2020, private-equity firm TZP Group acquired a minority interest for $12.5 million. The company expanded its European presence in November 2021 with a dedicated European website and a second office in Prague, Czech Republic. The brand's commercial growth has been accompanied by a continuing focus on minimalist footwear: low-weight construction, flexible soles, and designs intended to allow natural foot movement. Reported revenue reached $33.6 million in 2021, while the company reported $22 million in revenue during the first half of 2022. In 2023, author Christopher McDougall and coach Eric Orton announced a new Xero Shoes line connected with Born to Run, extending the relationship between the brand and the running culture that helped inspire its origins. Xero Shoes remains an active private brand with operations centered in the United States and an expanding European presence.

Xero Shoes began in 2009 when Steven Sashen and Lena Phoenix developed a minimalist sandal concept from their home office. Sashen had experienced running injuries and became interested in footwear that imposed fewer structural constraints on the foot. Christopher McDougall's Born to Run was among the influences on this direction. Sashen initially ordered rubber sheets in bulk and obtained laces from The Home Depot, then created simple sandal designs that customers assembled themselves. These products were first sold under the name Invisible Shoes. The original design consisted essentially of a rubber sole and laces. This construction made the product light and flexible and reflected the founders' view that footwear could protect the sole without substantially changing the way the foot moved. The company later transitioned from do-it-yourself kits to ready-made sandals and expanded into closed-toe shoes, while maintaining a minimalist design identity. Initially operated from the founders' home, the company moved in late 2012 to a building on Conestoga Court in Boulder, Colorado. Around this period it hired Dennis Driscoll as chief product officer. Driscoll brought experience from footwear and sporting-goods companies including Avia, Crocs, Dr. Martens, and Wilson Sporting Goods. The brand gained national attention through an appearance by Sashen and Phoenix on ABC's Shark Tank. The episode aired on February 1, 2013, and featured an offer from Kevin O'Leary of $400,000 for 50 percent of the company. The founders rejected the proposal. In January 2015, Xero Shoes moved into a new office in Broomfield, Colorado. Its first closed-toe shoes arrived in 2016, an important product transition because it allowed the company to address uses for which sandals were impractical. The product portfolio subsequently broadened to include ready-made sandals, casual footwear, and athletic models. In April 2017, the company began a crowdfunding campaign intended to fund expansion of its product offering. By September of that year, the campaign had raised more than $1 million. Xero Shoes developed additional visibility through sports. During the 2020 Summer Olympics, members of the United States artistic swimming team used the brand when they were not in the pool, and some members of the United States archery team also used Xero Shoes. In December 2020, TZP Group purchased a minority interest in the business for $12.5 million, providing an outside investment while leaving the company privately held. The company expanded internationally in November 2021, launching a European website and opening a second office in Prague, Czech Republic. It reported $33.6 million in revenue for 2021 and $22 million for the first half of 2022. In April 2023, Christopher McDougall and Eric Orton announced a new line for Xero Shoes named Born to Run. The announcement reinforced the continuing connection between the brand and minimalist-running culture. Xero Shoes remains an active brand manufactured by Feel the World Inc., with United States roots and operations that include Europe.

1. 2023Born to Run line announced

   Christopher McDougall and Eric Orton announce a new line developed for Xero Shoes.

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2. 2021European expansion

   Xero Shoes launches a European website and opens a second office in Prague.

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3. 2020Minority investment by TZP Group

   TZP Group acquires a minority interest in Xero Shoes for $12.5 million.

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4. 2017Crowdfunding campaign raises more than $1 million

   The company raises more than $1 million by September to support expansion of its product offering.

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5. 2016First closed-toe shoes introduced

   Xero Shoes expands beyond sandals with its first closed-toe footwear.

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6. 2015Move to Broomfield

   The company moves into a new office in Broomfield, Colorado.

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7. 2013Shark Tank appearance

   The founders appear on ABC's Shark Tank and decline a $400,000 offer for half of the company.

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8. 2012The company moves from its home office to Boulder

   Xero Shoes relocates to a building on Conestoga Court in Boulder, Colorado, and hires Dennis Driscoll as chief product officer.

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9. 2009Xero Shoes is founded

   Steven Sashen and Lena Phoenix establish the company and begin developing minimalist sandals.

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Minimalist footwear emphasizing light weight, flexibility, a broad foot-shaped fit, and a less structured connection between the foot and the ground. The brand combines direct-to-consumer origins with products for everyday wear, running, training, and selected outdoor or athletic activities.

• Original DIY sandalsMinimalist sandals2009

  The company's first product was a do-it-yourself sandal made from a rubber sole and laces. Customers assembled the footwear themselves, reflecting the brand's early emphasis on simplicity, low weight, flexibility, and direct participation in the construction of the product. These sandals were initially marketed under the name Invisible Shoes.

• Ready-made sandalsMinimalist sandals

  Xero Shoes later introduced assembled sandals for customers who wanted the brand's minimalist sole-and-lacing concept without building the footwear themselves. They retained the company's emphasis on flexible, lightweight construction and open-foot designs.

• Closed-toe shoesMinimalist footwear2016

  Introduced in 2016, closed-toe shoes extended Xero Shoes into situations where sandals were unsuitable. The category broadened the brand's relevance for everyday wear and athletic activities while preserving its minimalist positioning.

• Born to Run lineRunning footwear2023

  Announced in 2023, the Born to Run line connects Xero Shoes with the running ideas and community associated with Christopher McDougall's Born to Run and coach Eric Orton. The available reference material identifies the line but does not specify individual models or technical specifications.

• 2020Olympic athlete use

  Japan · United States

  Xero Shoes received sports exposure when members of the United States artistic swimming team used the footwear outside the pool at the 2020 Summer Olympics, while some United States archery athletes also used the brand.

  Outcome. The reference material records athlete use but does not provide a separate sponsorship agreement or quantified campaign result.

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• 2013Shark Tank appearance

  United States

  Steven Sashen and Lena Phoenix presented Xero Shoes on ABC's Shark Tank, exposing the young brand to a national television audience and investors.

  Outcome. The founders rejected Kevin O'Leary's offer of $400,000 for a 50 percent stake. The appearance was associated with increased visibility and subsequent business success.

  Source

• 2021Establish a European operating presenceStrategy

  After developing its United States business, Xero Shoes pursued a more formal presence in Europe.

  What changed. The company launched a European website and opened a second office in Prague, Czech Republic.

  Aftermath. Europe became an identified operating market for the brand.

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• 2020Accept a minority investment from TZP GroupM&A

  Xero Shoes remained a privately held brand and sought outside capital as its product range and visibility grew.

  What changed. TZP Group acquired a minority interest in the company.

  Aftermath. The investment was followed by European expansion and continued product development.

  Minority investment. $12.5 million (December 2020)

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• 2017Use crowdfunding to fund product expansionStrategy

  Xero Shoes sought capital to expand its product offering after moving beyond its original sandal format.

  What changed. The company launched a crowdfunding campaign in April.

  Aftermath. The campaign had raised more than $1 million by September.

  Crowdfunding raised. More than $1 million (By September 2017)

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• 2016Expand from sandals into closed-toe footwearProduct launch

  The company began with do-it-yourself and ready-made sandals, limiting its use cases in weather and settings requiring enclosed footwear.

  What changed. Xero Shoes introduced its first closed-toe shoes.

  Aftermath. The move broadened the product portfolio beyond sandals and supported wider everyday and athletic applications.

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• 2013Reject the Shark Tank investment offerStrategy

  During its Shark Tank appearance, Xero Shoes was offered $400,000 for 50 percent of the company.

  What changed. Steven Sashen and Lena Phoenix declined the proposed deal.

  Aftermath. The company continued independently and later pursued crowdfunding and private-equity investment rather than accepting the television offer.

  Proposed investment. $400,000 offered for 50% of the company (2013)

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• 2023Born to Run line announced for Xero Shoes

  Christopher McDougall and Eric Orton announced a new Xero Shoes line associated with Born to Run, linking the product development to the running culture that influenced the company's early direction.

  Product launch
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• 2022Xero Shoes reports revenue growth during 2021 and the first half of 2022

  The company reported $33.6 million in revenue for 2021 and $22 million in revenue for the first half of 2022.

  Other
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• 2021Xero Shoes expands into Europe

  The company launched a European website and opened a second office in Prague, Czech Republic, marking a more formal expansion of its European operations.

  Other
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• 2020Xero Shoes footwear used by United States Olympic athletes

  Members of the United States artistic swimming team used Xero Shoes outside the pool during the 2020 Summer Olympics, and some United States archery athletes also used the brand's footwear.

  CampaignOther
  Source
• 2020TZP Group acquires a minority interest in Xero Shoes

  Private-equity firm TZP Group acquired a minority interest in Xero Shoes for $12.5 million.

  M&A
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• 2017Xero Shoes crowdfunding campaign exceeds $1 million

  A crowdfunding campaign launched to support expansion of the company's product offering had raised more than $1 million by September.

  Other
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• 2016Xero Shoes launches its first closed-toe shoes

  The brand expanded beyond sandals by introducing its first closed-toe footwear, broadening its product range for everyday and athletic use.

  Product launchProduct generation
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• 2013Xero Shoes appears on Shark Tank and rejects a proposed investment

  Steven Sashen and Lena Phoenix appeared on the fourth season of ABC's Shark Tank. They declined Kevin O'Leary's offer of $400,000 for a 50 percent stake in the company.

  Other
  Source

1. Xero Shoes