Xero Shoes
Xero Shoes is an American minimalist-footwear brand known for lightweight, flexible shoes and sandals designed to preserve a more natural-feeling relationship between the foot and the ground.
Last updated August 25, 2026
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Overview
Xero Shoes is a United States footwear brand manufactured by Feel the World Inc. It was founded in 2009 by married couple Steven Sashen and Lena Phoenix after Sashen, a recreational runner, looked for footwear that could reduce the constraints and weight associated with conventional running shoes. Influenced in part by Christopher McDougall's book Born to Run, Sashen experimented with simple footwear made from rubber sheet material and laces. The first products were user-assembled sandals marketed under the name Invisible Shoes. The early concept was deliberately spare: a sole supplied protection from the ground while laces held the product to the foot, without the elevated cushioning, rigid structure, or narrow toe shape common in much mainstream footwear. Customers assembled the original sandals themselves, making the product part footwear, part do-it-yourself kit. The brand later moved from these kits into ready-made sandals and closed-toe shoes, while continuing to emphasize light weight, flexibility, and a broad, foot-shaped design philosophy. Xero Shoes initially operated from the founders' home office. In late 2012, the company relocated to a building on Conestoga Court in Boulder, Colorado, and brought in Dennis Driscoll as chief product officer. Driscoll had previously held roles associated with footwear and sporting-goods companies including Avia, Crocs, Dr. Martens, and Wilson Sporting Goods. The company received a substantial visibility boost through an appearance on the fourth season of ABC's Shark Tank, broadcast on February 1, 2013. Sashen and Phoenix declined Kevin O'Leary's proposed $400,000 investment for half of the company. The business moved again in January 2015, establishing an office in Broomfield, Colorado. In 2016 it introduced its first closed-toe shoes, extending the brand beyond open sandals into footwear suitable for a wider range of everyday and athletic uses. A 2017 crowdfunding campaign raised more than $1 million by September and was intended to support expansion of the product range. The company subsequently developed a broader portfolio of sandals, casual shoes, and athletic footwear rather than remaining limited to its original do-it-yourself format. Xero Shoes also built visibility through athletic and sports-related use. At the 2020 Summer Olympics, members of the United States artistic swimming team used Xero Shoes outside the pool, and some United States archery athletes used the company's footwear. In December 2020, private-equity firm TZP Group acquired a minority interest for $12.5 million. The company expanded its European presence in November 2021 with a dedicated European website and a second office in Prague, Czech Republic. The brand's commercial growth has been accompanied by a continuing focus on minimalist footwear: low-weight construction, flexible soles, and designs intended to allow natural foot movement. Reported revenue reached $33.6 million in 2021, while the company reported $22 million in revenue during the first half of 2022. In 2023, author Christopher McDougall and coach Eric Orton announced a new Xero Shoes line connected with Born to Run, extending the relationship between the brand and the running culture that helped inspire its origins. Xero Shoes remains an active private brand with operations centered in the United States and an expanding European presence.
History
Xero Shoes began in 2009 when Steven Sashen and Lena Phoenix developed a minimalist sandal concept from their home office. Sashen had experienced running injuries and became interested in footwear that imposed fewer structural constraints on the foot. Christopher McDougall's Born to Run was among the influences on this direction. Sashen initially ordered rubber sheets in bulk and obtained laces from The Home Depot, then created simple sandal designs that customers assembled themselves. These products were first sold under the name Invisible Shoes. The original design consisted essentially of a rubber sole and laces. This construction made the product light and flexible and reflected the founders' view that footwear could protect the sole without substantially changing the way the foot moved. The company later transitioned from do-it-yourself kits to ready-made sandals and expanded into closed-toe shoes, while maintaining a minimalist design identity. Initially operated from the founders' home, the company moved in late 2012 to a building on Conestoga Court in Boulder, Colorado. Around this period it hired Dennis Driscoll as chief product officer. Driscoll brought experience from footwear and sporting-goods companies including Avia, Crocs, Dr. Martens, and Wilson Sporting Goods. The brand gained national attention through an appearance by Sashen and Phoenix on ABC's Shark Tank. The episode aired on February 1, 2013, and featured an offer from Kevin O'Leary of $400,000 for 50 percent of the company. The founders rejected the proposal. In January 2015, Xero Shoes moved into a new office in Broomfield, Colorado. Its first closed-toe shoes arrived in 2016, an important product transition because it allowed the company to address uses for which sandals were impractical. The product portfolio subsequently broadened to include ready-made sandals, casual footwear, and athletic models. In April 2017, the company began a crowdfunding campaign intended to fund expansion of its product offering. By September of that year, the campaign had raised more than $1 million. Xero Shoes developed additional visibility through sports. During the 2020 Summer Olympics, members of the United States artistic swimming team used the brand when they were not in the pool, and some members of the United States archery team also used Xero Shoes. In December 2020, TZP Group purchased a minority interest in the business for $12.5 million, providing an outside investment while leaving the company privately held. The company expanded internationally in November 2021, launching a European website and opening a second office in Prague, Czech Republic. It reported $33.6 million in revenue for 2021 and $22 million for the first half of 2022. In April 2023, Christopher McDougall and Eric Orton announced a new line for Xero Shoes named Born to Run. The announcement reinforced the continuing connection between the brand and minimalist-running culture. Xero Shoes remains an active brand manufactured by Feel the World Inc., with United States roots and operations that include Europe.
- 2023
Born to Run line announced
[1]Christopher McDougall and Eric Orton announce a new line developed for Xero Shoes.
- 2021
European expansion
[1]Xero Shoes launches a European website and opens a second office in Prague.
- 2020
Minority investment by TZP Group
[1]TZP Group acquires a minority interest in Xero Shoes for $12.5 million.
- 2017
Crowdfunding campaign raises more than $1 million
[1]The company raises more than $1 million by September to support expansion of its product offering.
- 2016
First closed-toe shoes introduced
[1]Xero Shoes expands beyond sandals with its first closed-toe footwear.
- 2015
Move to Broomfield
[1]The company moves into a new office in Broomfield, Colorado.
- 2013
Shark Tank appearance
[1]The founders appear on ABC's Shark Tank and decline a $400,000 offer for half of the company.
- 2012
The company moves from its home office to Boulder
[1]Xero Shoes relocates to a building on Conestoga Court in Boulder, Colorado, and hires Dennis Driscoll as chief product officer.
- 2009
Xero Shoes is founded
[1]Steven Sashen and Lena Phoenix establish the company and begin developing minimalist sandals.
Products and positioning
Minimalist footwear emphasizing light weight, flexibility, a broad foot-shaped fit, and a less structured connection between the foot and the ground. The brand combines direct-to-consumer origins with products for everyday wear, running, training, and selected outdoor or athletic activities.
Minimalist sandals · 2009
Original DIY sandals
The company's first product was a do-it-yourself sandal made from a rubber sole and laces. Customers assembled the footwear themselves, reflecting the brand's early emphasis on simplicity, low weight, flexibility, and direct participation in the construction of the product. These sandals were initially marketed under the name Invisible Shoes.
Minimalist sandals
Ready-made sandals
Xero Shoes later introduced assembled sandals for customers who wanted the brand's minimalist sole-and-lacing concept without building the footwear themselves. They retained the company's emphasis on flexible, lightweight construction and open-foot designs.
Minimalist footwear · 2016
Closed-toe shoes
Introduced in 2016, closed-toe shoes extended Xero Shoes into situations where sandals were unsuitable. The category broadened the brand's relevance for everyday wear and athletic activities while preserving its minimalist positioning.
Running footwear · 2023
Born to Run line
Announced in 2023, the Born to Run line connects Xero Shoes with the running ideas and community associated with Christopher McDougall's Born to Run and coach Eric Orton. The available reference material identifies the line but does not specify individual models or technical specifications.
Marketing campaigns
- 2020Olympic athlete use
Japan · United States
Xero Shoes received sports exposure when members of the United States artistic swimming team used the footwear outside the pool at the 2020 Summer Olympics, while some United States archery athletes also used the brand.
Outcome. The reference material records athlete use but does not provide a separate sponsorship agreement or quantified campaign result.
- 2013Shark Tank appearance
United States
Steven Sashen and Lena Phoenix presented Xero Shoes on ABC's Shark Tank, exposing the young brand to a national television audience and investors.
Outcome. The founders rejected Kevin O'Leary's offer of $400,000 for a 50 percent stake. The appearance was associated with increased visibility and subsequent business success.
Brand decisions
2021
Establish a European operating presenceStrategyBackground
After developing its United States business, Xero Shoes pursued a more formal presence in Europe.
Action taken
The company launched a European website and opened a second office in Prague, Czech Republic.
Aftermath
Europe became an identified operating market for the brand.
2020
Accept a minority investment from TZP GroupM&ABackground
Xero Shoes remained a privately held brand and sought outside capital as its product range and visibility grew.
Action taken
TZP Group acquired a minority interest in the company.
Aftermath
The investment was followed by European expansion and continued product development.
Minority investment. $12.5 million (December 2020)
2017
Use crowdfunding to fund product expansionStrategyBackground
Xero Shoes sought capital to expand its product offering after moving beyond its original sandal format.
Action taken
The company launched a crowdfunding campaign in April.
Aftermath
The campaign had raised more than $1 million by September.
Crowdfunding raised. More than $1 million (By September 2017)
2016
Expand from sandals into closed-toe footwearProduct launchBackground
The company began with do-it-yourself and ready-made sandals, limiting its use cases in weather and settings requiring enclosed footwear.
Action taken
Xero Shoes introduced its first closed-toe shoes.
Aftermath
The move broadened the product portfolio beyond sandals and supported wider everyday and athletic applications.
2013
Reject the Shark Tank investment offerStrategyBackground
During its Shark Tank appearance, Xero Shoes was offered $400,000 for 50 percent of the company.
Action taken
Steven Sashen and Lena Phoenix declined the proposed deal.
Aftermath
The company continued independently and later pursued crowdfunding and private-equity investment rather than accepting the television offer.
Proposed investment. $400,000 offered for 50% of the company (2013)
Recent events
- 2023
Born to Run line announced for Xero Shoes[1]
Product launch
Christopher McDougall and Eric Orton announced a new Xero Shoes line associated with Born to Run, linking the product development to the running culture that influenced the company's early direction.
- 2022
Xero Shoes reports revenue growth during 2021 and the first half of 2022[1]
Other
The company reported $33.6 million in revenue for 2021 and $22 million in revenue for the first half of 2022.
- 2021
Xero Shoes expands into Europe[1]
Other
The company launched a European website and opened a second office in Prague, Czech Republic, marking a more formal expansion of its European operations.
- 2020
Xero Shoes footwear used by United States Olympic athletes[1]
Campaign · Other
Members of the United States artistic swimming team used Xero Shoes outside the pool during the 2020 Summer Olympics, and some United States archery athletes also used the brand's footwear.
- 2020
TZP Group acquires a minority interest in Xero Shoes[1]
M&A
Private-equity firm TZP Group acquired a minority interest in Xero Shoes for $12.5 million.
- 2017
Xero Shoes crowdfunding campaign exceeds $1 million[1]
Other
A crowdfunding campaign launched to support expansion of the company's product offering had raised more than $1 million by September.
- 2016
Xero Shoes launches its first closed-toe shoes[1]
Product launch · Product generation
The brand expanded beyond sandals by introducing its first closed-toe footwear, broadening its product range for everyday and athletic use.
- 2013
Xero Shoes appears on Shark Tank and rejects a proposed investment[1]
Other
Steven Sashen and Lena Phoenix appeared on the fourth season of ABC's Shark Tank. They declined Kevin O'Leary's offer of $400,000 for a 50 percent stake in the company.
Sources1 sources
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