Sky's the Limit: Foot Locker Invests $3 Million in Kids' Sneaker Brand Super Heroic

We’ve been caping for Super Heroic since we first heard about the innovative, kids-focused sneakers last spring. What’s not to love? The black-helmed brand includes matching capes with each purchase of their ergonomically correct, high-quality, unisex kicks, meant to encourage children in active, imaginative play. (And like this writer, they’re Chicagoans, so...there’s that.)

Apparently, we weren’t the only ones. As reported by sneakerhead authority Sole Collector, Super Heroic kicked off 2019 with a $3 million Series Seed II investment from Foot Locker. The 45-year-old retailer now holds a minority stake in the youth-driven brand.

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Co-founded by former Jordan Brand designer, dad and CEO Jason Mayden, Super Heroic has raised a remarkable $10 million since the company formed in 2016 and soft-launched its first shoes in mid-2017. Its stratospheric success is due in large part to first-round funding by none other than former NBA star and mogul Magic Johnson—and now, Foot Locker.

It’s a strategic investment. While profiling Mayden in April of last year, Fast Company reported that athletic shoes for elementary school-aged children brought in $334.6 million in revenue in 2017. In a press release obtained by Sole Collector on Super Heroic’s latest triumph, Mayden commented on the company’s newfound leverage.

“This partnership marks an important milestone for Super Heroic and validates the significant progress we have made since our founding just over two years ago,” he said. “We look forward to working together to expand Super Heroic’s reach as we continue creating best-in-class product and experiences to inspire children around the world.”

Foot Locker is equally—and understandably—excited, as evidenced by the statement issued by Foot Locker chairman and CEO Richard Johnson.

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“With its robust talent and cutting-edge innovation, we look forward to working with Jason and the entire Super Heroic team to offer an exciting, fresh product to our customers, while realizing additional growth opportunities for the future,” Johnson said. “Giving kids the tools to be active is in our DNA. Having our two companies come together to empower kids to play has the potential to be game changing.”

The Glow Up tip: Want to give the kids in your life the power to be Super Heroic? You can shop their current selection here.

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Maiysha Kai

Maiysha Kai is Managing Editor of The Glow Up and your average Grammy-nominated goddess next door. Minneapolis born, Chicago bred, New York built. Nuance is her superpower.