By Allison Watkinson
TLL Reporter
Ground Up and Sanrio are expanding their footwear licensing partnership with new Hello Kitty and Friends sneakers sold exclusively at Kids Foot Locker.
The licensed sneaker design features art of well-known characters from the Sanrio franchise including Kuromi, My Melody, Cinnamoroll, Pompompurin and Hello Kitty herself.
Alongside the Hello Kitty and Friends characters, Ground Up has integrated elements such as Hello Kitty’s signature bow, customizable friendship charms, colorful shoe-lace beads and iridescent synthetic leather detailing.
“We’re thrilled to partner with Sanrio to bring the beloved charm of Hello Kitty and Friends to life through fresh, fashion-forward footwear,” said Ground Up licensing VP, Layna Patel. “This collaboration is a perfect blend of nostalgia, joy, and style. The synergy between Hello Kitty’s iconic, cross-generational appeal and Ground Up’s design-driven approach creates the perfect foundation for a standout collection that truly resonates with fans of all ages.”
The Ground Up x Sanrio sneaker is crafted with a soft cushioned interior and supportive insole to provide all-day comfort for its wearers.
Sold exclusively at Kids Foot Locker, the collaborative sneaker design will be available for purchase in time for this year’s holiday gifting season.
Best known for Hello Kitty, Sanrio is a Japanese entertainment company that owns an extensive portfolio of lifestyle brands and character IPs.
The company specializes in creating, developing and licensing multi-platform content, consumer products, digital games and experiential attractions based on its IP portfolio.
Ground Up is a footwear manufacturing company that retains an integrated portfolio of licensed and wholly-owned brands.
The company focuses on designing unique and stylish footwear inspired by current trends from the fashion and collectibles sector.
Image Source: Ground Up/Sanrio.