Does footwear fit in the promo industry?
The answer, suppliers say, is a resounding yes. Custom logoed shoes are becoming so popular that even well-known brands are getting in on the action. Crocs Inc. (asi/47495), for example, recently became a listed ASI supplier, offering distributors the ability to add designs directly to the comfy clogs, in addition to incorporating Jibbitz, charms in various shapes and colors that can be attached to the holes at the top of the shoes.
“We’ve seen a lot of momentum in the corporate and promotional space, and we see ASI as an opportunity to engage with those consumers,” says Collin Knowles, digital marketing manager of customization at Crocs.
Customization has been a huge trend in retail footwear, with brands like Nike, Adidas, New Balance and Puma offering such services directly to consumers. By 2030, the global custom shoes market is expected to reach $10.98 billion, with a compound annual growth rate of 11.8% from 2023 to 2030, according to research from Coherent Market Insights.
Creating unique logoed footwear for the promotional market is a natural next step.
“If you see a T-shirt that says Coca-Cola on it, for example, people probably see those 10 times a day. Or a hat. But on a pair of sneakers, that’s different, so they’re going to stop and say, ‘Hey, what’s that?’” says Patrick Walsh, president of KTP Design Company (asi/63773), a supplier that offers custom slides, sneakers and other footwear in its product line.
Airlines, colleges and fast-food restaurants are among the end buyers who have requested custom footwear, Walsh says. The market diversity is reflective of the universal appeal of the product.
“I really feel like shoes are one of those things that sets our clients apart and is a product that clients really use time and time again,” says Marisa Hall, customer service representative at Sports Solutions (asi/88876). The key, of course, is that the shoes have to be well-made – so that end-users both look and feel good when they wear them, Hall says, adding that distributors and their clients are often pleasantly surprised at how comfortable promotional footwear can be.
As far as customization, the options are almost infinite. For a tennis shoe, you can opt for a colorful sole, customized laces or even a more subdued option with a simple embroidered logo. Depending on the demographic of the group you’re catering to, the shoes can be either bold and colorful, or subtle and simple, with the same amount of brand exposure. Consider also a customized shoebox to add an extra punch of branding.
The next time your clients are looking for a unique promo idea, just look down.
“If you don’t want a T-shirt, you don’t want a jacket, you don’t want a hat and you want something that screams fun, these unique items are the way to go,” Walsh says.
