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How Latin-Owned Startup Holo Footwear Is Evolving After Making Inroads in Outdoor

Holo Footwear arrived in 2020 with the launch of the Maverick, an eco-friendly shoe with outdoor sensibilities made for all day wear. The look, which debuted at Nordstrom, was well received — specifically among outdoor enthusiasts.

Three years later, Holo Footwear — founded by industry veterans Yuri and Rommel Vega — pivoted and delivered the brand’s first look outside of the outdoor market, the IO.01, a performance basketball shoe. It is the signature style for Isaac Okoro of the Cleveland Cavaliers, the fifth overall pick in the 2020 NBA Draft.

Although a new category for Holo Footwear, the shoe is replete with tech the brand’s fans are familiar with. For instance, if features Honest Foam+ midsole compound underfoot, made using 100 percent recycled EVA, keeping in line with the brand’s sustainability story. “We really cranked up the density on [the Honest Foam] so it can support him on the court,” said Rommel Vega, who serves as chief executive officer of Holo Footwear.

The shoe also includes eco leather on the vamp, added to withstand Okoro’s hard cutting style on the court, recycled cotton laces, recycled rubber outsoles, vented mesh on the upper and removable midfoot straps.