GROUND UP WAS CREATED WITH THE VISION OF FULFILLING THE NEED FOR FUN, INNOVATIVE PRODUCTS FOR THE TRUE BRAND ENTHUSIAST.
BRAND STORY
As our product entered the market, we found consumers wanting to express themselves and their fandom in new, creative ways. Consumers connect with us through our brand partnerships, giving them brands they love with a brand they now trust. Ground Up has progressively become a recognizable brand for the whole family that stands for fashion and fun. By retaining an integrated portfolio of licensed and owned brand footwear, Ground Up's unique capability to design and translate fashion trends and items for all market accounts and price points allows us to develop a wide variety of consumers.
People, Results, Innovation, Opportunity, Service, Trust, Teamwork
OUR VALUES
To inspire self expression and creativity
OUR MISSION
Become the global leading producer of innovative and authentic products
OUR VISION
SIGNATURE SILHOUETTES
BRINGING THE ULTIMATE SNEAKER STAPLES TO YOUR FOOTWEAR COLLECTION.
The UPbeat shoe is the best sneaker for laid back style. A tried-and-true staple lays the groundwork for building fresh and interesting outfits on a regular basis.
Whether you’re looking for a pop of color or an on-the-go sneaker, there’s a good chance the UPtempo's versatile look has found its way into your wardrobe.
The UPtown continues to be a footwear favorite thanks to its sticky sole and casual vibe. It's an instantly recognizable sneaker — especially in its trio colorway.
COMPANY TIMELINE
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Ground Up was incepted at 119 W 40th Street. We shipped our first sandal to Budweiser, Walmart, Think Geek, Spencers, and Hot Topic.
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We launched at Kohl’s and signed with Disney and Nickelodeon.
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The JoJo Siwa Sneaker collab launched at Journey’s. The Ground Up Trademark was signed and we moved to 191 W. 39th Street.
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We launched Ground Up Baby with Disney. We also signed a deal with Pokemon, Viz Media, Crunchy Roll and other anime brands.
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We joined the U and P within our logo. The interlocking UP symbolizes the connections we make at everyday moments whether that be with you and your favorite brands, you and your family, you and a memory, or you and Ground Up.
We also stepped into the Preschool demographic by partnering with top toddler property Blippi. Signed Licensed Partnership With Nintendo and expanded our rights to existing retailers.
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We officially launched our Cobrand shoe line with signature UP outsoles and began using our iconic oversized bumper. We began withthe first ever Disney Cobrand Collection at Journeys with a triple hightop capsule.
We also moved to our official headquarters on 37th Street and began our DGO Office in China. We founded the Ground Up Ambassador Program and launched product in Saks 5th Avenue in the spring of 2021.
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We launched at Kids Foot Locker and Zappos and had the best selling boys style at Walmart!
We brought in 3D and AR features for potential buyers and partnered with Journeys for virtual try-on. In 2022, we also designed first ever branded packaging and expanded into Canada with Walmart. All cobranded shoes have recycled laces! 2022 was also the start of the internship program.
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In 2023, we signed with Smiley and also released product in both Foot Locker Kids and Target. We launched a new silhouette style at Snipes and expanded into several countries in Europe with Foot Locker! In the fall, we had an activation in 7 European countries for a Back-to-School campaign. We also had five Times Square billboards with Footlocker in NYC. We also introduced our new character, the Ground Up Bear, completed with full Ground Up Bear Guidelines. We launched full casual footwear with Walmart Ladies and had a viral tiktok video with a Spongebob style at Walmart with over 6.8 million views. 2023 was the year we trademarked our China logo and partnered with Billy’s Footwear for an adaptive footwear line.
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Ground Up's transition to it’s new headquarters at 1333 Broadway epitomized a bold step forward in the firm's journey.
