STOKE Footwear Launched

GEORGES MILLS, NEW HAMPSHIRE (January 6, 2026) – STOKE Footwear, a new casual-lifestyle brand founded by footwear veteran and former CCM Hockey CEO Rick Blackshaw, was officially launched with its goal “to serve the 65 million all-American guys overlooked by today’s athletic footwear giants.”

The brand’s website is now live at stokeshoes.com, and STOKE will launch in 450-plus retail doors nationwide on March 1, including Scheels, Academy Sports + Outdoors, Rack Room Shoes, Shoe Department, Shoe Sensation, Murdoch’s, Runnings, and a strong network of independent retailers.

“The vast majority of people who buy athletic sneakers never use them for their intended purpose,” said Blackshaw, the Founder & Chief Stoke Officer of STOKE Footwear. “They aren’t running marathons. They’re running life; working, driving, coaching their kids, walking the dog, grabbing a beer, getting through another long day. Yet the entire industry keeps building footwear as if every consumer is chasing a gold medal. We’re here to build for the majority of people – real shoes, for real men with real lives.”

“We’ve built this brand for the everyday guy,” said Ian Stewart, Co-founder and CMO of STOKE Footwear. “the guy who works on his feet, provides for his family, loves his country, and wants a brand that speaks to him without fluff or BS. He wants shoes that fit and don’t require a decoder ring to understand or a loan to buy. When our guy sees a STOKE ad and laughs out loud, we’re all winning.”

The company is headquartered in New Hampshire with global manufacturing partners.