How a Shoe Company Went From a Kitchen Table to the Big Leagues
Anwar Stetson
Rising from the kitchen table to the NBA, HOLO Footwear is an independent brand representing the intersection of many passions—sports, fashion, sustainability, and aesthetic—and then some. Led by husband and wife team Rommel and Yuri Vega, HOLO Footwear arrived on the scene in 2020 and is now one of the few Latin-owned sneaker brands in the U.S.
They’re our latest company on the rise.
Yuri and Rommel Vega are both the children of Latin American immigrants, and after years in the apparel business at Puma and Columbia, they had an idea to start a brand for “anyone who wears shoes.”
Despite their connections, the fight to pull distributors and earn respect wasn’t easy. “Startups for minorities are a little different. You want to ask me how many times I’ve been to factories in China, in Vietnam, and people are still questioning could we do this,” Rommel told Footwear News in 2024.
With the birth of NIL in college sports, though, HOLO signed over 30 college athletes, as well as rising pro stars like Cleveland Cavalier guard Isaac Okoro and Connecticut Sun guard Jacy Sheldon.
Where HOLO stands out is its intersection of fashion, sports, and the environment. HOLO comes from “Holocene,” the current geological era. The Grand Rapids, Michigan brand uses recycled EVA, recycled rubber, recycled nylon, cotton, and mesh in its shoes, as well as packaging to reduce environmental impact while keeping prices within reach for consumers. Its midsole technology, Honest Foam Plus, combines recycled material with a focus on comfort and durability.
HOLO’s evolution reflects a shift from outdoor niche to wider markets. In 2023, HOLO announced a multiyear collaboration with Kampgrounds of America to produce limited edition shoes aimed at outdoor enthusiasts, bridging products and cultural lifestyle. The company has extended into basketball culture and performance footwear as of late, though. They have a recent collab with the WNBA’s Connecticut Sun as their official footwear partner in the 2025 WNBA season.
Jacy Sheldon became one of just four WNBA players to have their own signature shoe when she signed with HOLO in 2024. The popular JS:01 is launching its final colorways to start the new year. By highlighting and securing its spot in women’s basketball, HOLO is growing its base amongst the rising number of girls basketball players in today’s youth sports landscape.