Former Heydude & Keds president launches Stoke Footwear for 'real men, with real lives.'

Footwear industry veterans Rick Blackshaw and Ian Stewart have officially launched a new casual-lifestyle footwear brand, Stoke Footwear.

Officially launched on January 5, the brand’s website stokeshoes.com is now live, with Stoke Footwear launching in more than 450 retail partner locations across the country on March 1, including Murdoch’s, Runnings, Rack Room Shoes, Scheels, and Shoe Department, in addition to several independent retailers. 

The co-founders came together to develop a footwear brand that meets the needs of the everyday consumer, the average man. Blackshaw, who previously held executive roles at Sperry, Keds, and HeyDude, believes the typical US male consumer represents a significant untapped opportunity with strong long-term growth potential.

“The vast majority of people who buy athletic sneakers never use them for their intended purpose,” said Rick Blackshaw, co-founder & chief stoke officer of Stoke Footwear, in a statement. “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.”

Stewart, a marketing professional with experience across brands including Converse, Ugg, and Toms, notes that the brand was developed for the “everyday guy.” Both Blackshaw and Stewart believe the men’s footwear category represents a significant opportunity, citing an estimated 65 million men underserved by modern athletic brands. The brand has launched two sneaker styles for spring 2026, the Fo-Mo and the Versa, priced at 85 and 80 US dollars per pair, respectively. Each style will be offered in seven SKUs and is designed on a wider platform with no forefoot cup and a 4-way stretch upper for additional comfort. 

Stoke Footwear is for “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,” said Ian Stewart, Co-founder and CMO of Stoke Footwear. “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.”

“Footwear should evolve with the people who actually wear it,” added Blackshaw. “But for decades, the industry has been designing for elite athletes and cool teenagers. We’re designing for the guys who move America. The ones running real life, not running 26.2 or saying 6-7.”

“Let’s just say our north star isn’t a podium. It’s a hard day’s work, a driveway, a sideline, a hardware store, and a bleacher seat,” concluded Stewart.