Stoke Shoes is a Sneaker Brand for the Average Joe

Stoke Shoes cofounders Rick Blackshaw and Ian Stewart are targeting an under-served consumer, the ordinary man on the street otherwise known as Joe Blow.

“Four out of five guys that buy a pair of running shoes don’t run in them,” Blackshaw told Footwear News of the insight his team learned, which led to them creating a “sport casual” sneaker for the average man. The Stoke shoe is for guys who don’t run, rely on walking as their primary form of exercise and want the same key running features for cushioning and comfort.

Blackshaw, whose shoe experience included executive stints at Sperry, Keds and HeyDude, and Stewart, the marketing expert who worked at Converse, Ugg and Toms, believe the average man represents a “large white space” with a long runway for growth opportunities. Billy Go