Blue Ox brings HandsFree Labs’ step-in footwear technology to the work-boot market.
The brains behind Kizik’s step-in sneaker just launched a new step-in work boot brand, Blue Ox. It’s just the second brand from IP and technology company HandsFree Labs, which launched Kizik in 2017.
“A brand needs a core brand focus and DNA,” says HandsFree Labs founder Mike Pratt, explaining why he didn’t launch the boots under the Kizik name. “Kizik is aimed towards athletic, athleisure, casual, and lifestyle, while Blue Ox is aimed right at the hardcore professional construction workers and tradespeople.”
The idea for the boots came from customers who were fans of Kizik’s step-in sneakers, which fit snugly without requiring the wearer to bend over or tie the shoes, and wanted to see similar hands-free technology in their work boots, which get muddy and have to be pulled on and off several times a day. “We started exploring the idea and we just saw a real opportunity to solve a problem, a real inconvenience for tradespeople,” says Jason Lee, the chief operating officer of HandsFree Labs, Kizik, and Blue Ox.
As for the name, Pratt, who previously founded
As for the name, Pratt, who previously founded the athletic bag brand Ogio and sold it to Callaway Golf, says the team at HandsFree Labs explored a lot of options before settling on Blue Ox. “We liked the hard work ethic of an ox, and blue adds a distinct and recognizable personality along with the ox,” he says.
The daily digest for entrepreneurs and business leaders
An Inc.com Featured Presentation
The crew at HandsFree’s Salt Lake City innovation lab is known for putting their shoe inventions through the paces: As Inc. reported in 2024, Kizik’s sneakers go through 30,000 rounds on a compression machine to test the heel’s durability. The boots went through the machine as well, testing the strength of the sewing and the Goodyear welting that attaches the upper to the outsole.
Then they had some fun. They attached the boots to a platform, had HandsFree Labs special projects manager Jensen Pratt (Mike’s son) step into the boots, then used a winch to lift him and turn him upside down, “just to show that you can step in hands-free, you’ve got the convenience, but you’re locked in,” says Lee.
For a promo video, Lee attached the boots to a wakeboard and hit the water. “We wanted to just showcase in a fun way that you can step in, you get the fit that you want, and they’re comfortable and durable,” Lee says.
Source: www.inc.com
