Ground Up International Inc. continues to build a strong roster of licensing partners.
The New York-based footwear company announced on Friday that its newest partnership is with Minecraft, the wildly popular video game developed by Mojang Studios.
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Minecraft’s immersive virtual realm is marked by its signature blocks and imaginative creatures, which are meant to inspire creativity. According to the company, its mission is to empower a global community of players and creators through fun and accessible gaming experiences.
In a press release, Ground Up said it has a similar goal, to provide customers the freedom to express themselves through their favorite fandoms. And together the two companies said they aim to “reshape the landscape of creative expression,” by merging the worlds of style and gaming.
Their first line of co-branded sneakers is expected to launch in mid- to late 2024, a spokesperson from Ground Up told FN. The collections will be targeted to both girls and boys, in toddler and youth sizes, ranging from sizes 5-10 and 11-3.
According to the footwear company, it will look to work with some of its existing retailers for an exclusive launch, though no further details were available at press time. Ground Up currently sells at Journeys, Kids Foot Locker, Zappos, Walmart and other major accounts.
The company has been creating licensed footwear for many entertainment and consumer brands since 2016, working behind the scenes manufacturing shoes for Disney, Nickelodeon, Warner Bros. and others.
In 2021, Ground Up stepped out into the limelight by creating a line of sneakers under its own name and has quickly amassed an extensive partner list. This year alone, it launched eight new licensing partnerships, with Bluey, Mattel, Hasbro, Chainsaw Man, Afro Unicorn, Miraculous Lady Bug, WWE and Billy’s Footwear.
As for Minecraft, it’s no stranger to footwear deals either. In February, the Crocs x Minecraft collection debuted, consisting of clogs, slides and Jibbetz charms. And in early 2022, Puma released its own collab featuring RS-Z and CA Pro sneakers inspired by the video game.
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