US military and law enforcement footwear manufacturer Original Footwear Inc. is entering the consumer market following its acquisition by a private equity firm.
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Brand Velocity Partners (BVP) recently acquired Original Footwear Inc. which until now was a leading supplier of footwear to military and law enforcement.
The company is now introducing a consumer version of its top-selling boot used by US navy seals — the Urban Assault.
“We’re excited to be expanding our offering with the launch of a casual product that our loyal customer base has been looking for,” said Kevin Cole, CEO of Original Footwear. “The Urban Assault is built for the gym and training but is equally great for just running around town on your day off. It mirrors the look and feel of our core shoes, without the water-resistant materials and drainage systems necessary for our brave men and women of the military.”
Cole added: “Over its long history, Original Footwear has become an integral part of Americana for many both in and out of the military and law enforcement. We are thrilled that Original Footwear will now be leveraging BVP’s best-in-class marketing to expand our footprint in the years ahead.”
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What are the key consumer trends driving FMCG in 2022?
- Gain insight into the 12 most important trends across the FMCG value chain
- See the consumer survey data that underpins these insights
- Learn what early-movers are already doing in terms of NPD and product marketing
