It goes without saying that footwear is a BIG deal for most professional athletes, particularly in the NBA. Basketball shoes serve a purpose on the court, but they also make a statement. After all, if you’re from a certain generation, you understood that if you wanted to “be like Mike,” that meant wearing his trademarked shoes, am I right?
For that reason, the fact that Broomfield is home to a minimalist shoe company that earned a spot on the NBA court is freaking amazing.
Broomfield-based Xero Shoes is well-known in the barefoot crowd, and for good reason. From casual to running, hiking to weight training, CrossFit, and more, the stylish looks and color options appeal to people with varying tastes and needs. Perhaps most importantly, they are purpose-built for optimal foot health, strength, and mobility. And now they are turning heads in the NBA by partnering with Denver Nuggets shooting guard Justin Holiday!
“When Justin moved to Denver to be on the Nuggets, he’d been looking for a minimalist basketball shoe for a long time, and he couldn’t find anything, not realizing we were based in Broomfield, a suburb of Denver. He played three games in our shoes—that kind of says it all,” said Stephen Sashen, Co-Founder of Xero Shoes.
Before coming to Denver, Justin’s former coach had him doing a lot of barefoot training. The benefits of training “unshod” are numerous. Most notably, athletes see improved foot and ankle strength, balance, and stability. More and more pro athletes, amateurs, and everyday consumers are catching on. Google Trends shows a steady growth of the term “Barefoot Shoes” since 2002, with the term now at “peak search volume.”
“After years of working out off-court barefooted, I felt the first-hand benefits of allowing my feet to move in their natural state and wanted to maximize the benefits of barefoot movement,” said Holiday. “I love wearing the Xero Shoes basketball shoes because I feel more explosive and more efficient in my movements. These minimalist shoes make me feel better when pivoting, cutting, and jumping because I’m closer to the court. Now I wear Xero Shoes every day for training, lifting, and wearing casually.”
And when Justin says “casually,” he doesn’t mean wearing his custom basketball kicks off the court. Xero Shoes carries over 50 shoes, boots, and sandals in various styles and colors. Two of his favorites are the Dillon and the Forza Trainer.
In addition to months of training and performance testing his custom-designed basketball shoe, barefoot training is part of Holiday’s regular performance regimen. This gives his feet more noticeable ground feedback than when he wears traditional shoes.
The Xero Shoes’ product development team collaborated with basketball athletes (including Holiday), trainers, and other experts to design and test a minimalist basketball shoe. The shoe has a lower stack height (including rubber, midsole foam, and sock liner) that maximizes performance and comfort while being lighter than conventional basketball shoes. Holiday also has a unique shoe size that is narrower than average and always poses a challenge, so Xero Shoes catered the fit in his custom-made shoe.
The Xero Shoes’ basketball shoe features the brand’s iconic natural footwear DNA: a wider foot-shaped toe box designed for stability and big toe engagement, and a zero-drop heel for efficiency. A key component is a protective foam that retains a lightweight, low-profile design. For a secure fit and lockdown, the shoe features a Velcro strap and a heel capture for on-court dynamic movement. A moisture-wicking and abrasion-resistant liner keeps athletes’ feet cool and comfortable. A multi-layer monofilament mesh material rounds out the design. It gives a sleek, modern look that is lightweight, flexible, and breathable without sacrificing durability.
“Throughout the process, we’ve received countless wear test reports that the shoe enables basketball athletes to get closer to the court, allowing for quick direction changes,” said John Wadley, VP of Product Development and a lifelong basketball player. “We feel weight is currently undervalued in the sport, so this shoe construction focuses on lightweight materials that pack a powerful punch. The shoe’s signature zero-drop platform and wide toe box optimizes stability and power by fostering toe splay for improved balance and stability.”
Adds Sashen, “We are confident in the design philosophy of this shoe, and our goal is to give players more games in a season and more seasons in a career. We’re proud that Justin is the first player to realize and demonstrate what Xero Shoes can bring to the NBA.”
Xero Shoes can bring a revolutionary change to the NBA and many other sports. The concept and brand were conceived many years ago by Sashen’s desire to run injury-free. He took up sprinting at age 45. and put up with constant injuries for two years. A friend handed him a copy of the best-seller Born to Run by Christopher McDougall and suggested that barefoot running might be the cure he was looking for. As it turns out, his friend was right. Sashen found the Boulder Barefoot Running Club and learned how to run barefoot. Eventually, he tried his hand at making his own huaraches running sandals. That was in 2009, and their journey to this point even includes pitching Xero Shoes on an episode of the popular Shark Tank TV series. He and his wife Lena have been helping others live life feet first ever since!
About Broomfield-Based Xero Shoes
Xero Shoes is a leading natural movement footwear brand with over 50 casual and performance shoes, boots, and sandals. Co-founders, husband and wife Steven Sashen and Lena Phoenix, founded the brand in 2009 with a DIY sandal-making kit, and have grown to almost $50 Million net revenue. Xero Shoes are inspired by barefoot walking, which enables feet to function naturally while providing protection and style. They offer comfortable and natural footwear, so people can “Live Life Feet First”. Xero Shoes has more than 1.5 million loyal customers globally in North America, Europe, Asia and Australia.
Justin’s Favorite Xero Shoes Off the Court
Available on XeroShoes.com
For Justin Holiday and many others, going barefoot is a lifestyle. Custom basketball shoes have their place on the court, but what about the weight room? What about a night out on the town? Here are Justin’s favorites. Find men’s and women’s styles in multiple color options on xeroshoes.com.
Forza Trainer
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Power + Stability
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Favorite for lifting & strength training
Dillon
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Casual + Recovery
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Favorite for everyday wear