When Jack Gindi founded Ground Up in 2016, he saw a gap in the market for well-made products tailored to fans. He filled the gap by bringing to market products that people love to wear.
Self-describing the company as more of a “character-driven business” rather than a fashion brand, Gindi noted that Ground Up is at the intersection of fandom, fashion and accessibility. Moreover, the company pointed to how studio footwear existed, but was mostly seen as an afterthought.
“At its core, we create footwear and lifestyle products that let people wear what they love, whether that’s a character they grew up with, a brand they swear by or a cultural moment they’re part of,” Gindi told Fairchild Studio. “We think about how a fan wants to express that connection and we build something they’d want to wear. That combination of storytelling, design quality and studio breadth is hard to replicate.”
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The company paid attention to what wasn’t already on the market by walking through the entire store. They also looked at the toy aisle, home aisle and more for insights to look at what products were already commanding shelf space and consumer attention.
“If something had that kind of presence in those aisles, the fan base was already proven,” he said. “The question was why nobody had translated that into footwear seriously. We also started looking at partnerships that hadn’t been developed but had a passionate following that the footwear industry hadn’t pursued. There was a real emotional connection between consumers and these IP — yet no one was designing footwear that honored that connection properly. We treated it seriously from day one.”
In the decade that followed, Ground Up has evolved from its vision to “bring real design and craft to the footwear space” into being a multibrand platform with Ground Up Studio for entertainment and fandom and Ground Up Collective for fashion-forward footwear. The core idea has remained unchanged with its fan-first emphasis, but the company operates across more categories, markets and partners simultaneously.
Notable partners for the company include Disney, Marvel, Star Wars, Paramount, Warner Bros., Pokémon, Nintendo, Bluey, Mattel and Hasbro, amongst others.
Ground Up also works within its branded portfolio with USPA, Scotch & Soda, Dickies and Limited Too. In retail markets across the U.S., Mexico, Canada and Europe, footwear is available at retailers such as Walmart, Target, Sam’s Club, Kohl’s, Kids Foot Locker, Selfridges, Harrods, Hot Topic and DSW.
With its operations on a global scale, a one-size-fits-all product doesn’t necessarily translate well. Matching the right IP with a distinct design DNA for each retail channel helps ensure the maximum global revenue while keeping the brand resonating with each demographic.
Moreover, focusing on localized, channel-specific storytelling is key. Relying on hyper-segmentation is at the core of Ground Up’s growth strategy.
“We ensure our products stay fresh by designing distinct collections tailored to where different demographics shop. Whether it’s an exclusive, high-end collector’s capsule for Harrods in London, a trend-forward drop for Kids Foot Locker or an accessible high-volume destination shop at Walmart, we meet the customer exactly where they are.”
As for why the concept Ground Up created resonates with consumers? The company believes that fandom is deeply personal. Especially when a consumer purchases shoes with something they love: a movie, a character, a game or a brand, it’s meaningful to them. And the company has tapped into a form of self-expression that maintains an accessible price point — citing that the company isn’t selling exclusivity, rather connection.
“People want to wear what they love because it reflects who they are. It signals identity, nostalgia, personality and interests in a way that feels authentic and personal. That emotional connection resonates across age groups, income levels and geographies because the driver is universal. We just make it easy for people to wear those connections in a way that feels relevant, fashionable and true to them.”
To celebrate a decade and peel back the curtain, Ground Up has launched a documentary series focused on the company’s journey. It looks at the company’s focus on mistakes, near misses, working with manufacturers, relationship building with retailers and scaling globally.
Looking ahead, the company continues to focus on building out its studio brand portfolio with culturally relevant brands, expand its branded portfolio and evolve its products that align with footwear trends while staying innovators.
“The studio space continues to grow and the fan base for entertainment IP has never been larger. The appetite for products that reflect those passions is only accelerating. We are investing in how we tell our own story as a brand — not just the products we create — but the company behind them,” concluded Gindi.
To watch the entire documentary series, click HERE.
“Ground Up brings a unique ability to blend storytelling, trend-right design and fan passion into products that immediately capture attention at shelf and online. Their approach goes beyond simply placing a logo on a product — they create collections that feel authentic to the brand and meaningful to the consumer. For Walmart customers, that combination of great quality, recognizable characters and brands and exceptional value is especially important by helping deliver products that feel exciting, relevant and accessible for families and fans alike,” — Jason Jarrell, vice president and divisional Merchandise manager of footwear at Walmart.
“At its core, everything Ground Up creates is driven by a spirit of positivity, energy and playfulness. This philosophy extends far beyond the product itself — it is embedded within the company culture, brand identity and the overall consumer experience. In a market often dominated by functional and visually repetitive offerings, Ground Up has cultivated a distinct white space opportunity by bringing an unexpected sense of fun, personality and optimism to the floor. That emotional connection naturally draws consumers in and has led to their success,” — Madison Oren, senior buyer at Kohl’s.
“Over the last decade, Ground Up has become a strategic partner for Paramount, helping expand our brand presence from toddlers to adults through trend-right product and strong design execution. We partnered with Ground Up because they brought a fresh perspective to the category and weren’t afraid to be a bit disruptive, while still understanding how to balance our brand goals with consumer insights. Their strong creative point of view, speed to market, and ability to develop fan-driven products that resonate with consumers have helped deliver results at retail and support our growth across key demographics within our IP portfolio. Congrats on the 10 years of growth!” — Joann Guevara, senior vice president of licensing at Paramount.