The athletic shoe industry in the US is a dynamic sector focused on the design, manufacturing, and retail of footwear dedicated to sports and fitness activities. Here, major brands, niche players, and a growing number of startups create offerings ranging from high-performance running shoes to casual athletic footwear. Innovative materials and eco-friendly practices are emerging trends, showcasing a shift towards sustainability and technological integration in product design. With increasing health consciousness among consumers and the rise of athleisure wear, the market is expanding and evolving rapidly, aligning with lifestyle changes and demands for functional yet fashionable footwear.


This list features a mix of investors actively participating in the athletic shoe sector, including venture capital firms like Y Combinator and private equity entities like L Catterton. Based mainly in the US, these investors, ranging from small teams to sizable operations, span a spectrum of founding years and investment volumes. Notably, in 2024, their collective engagement included over 1,000 deals, reflecting significant interest and confidence in the athletic shoe industry’s growth potential, underscoring its evolving business opportunities.


Top 18 Athletic Shoe Investors in the US


1. 500 Global

  • Website: 500.co
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2010
  • Headcount: 201-500
  • Number of deals in 2024: 98
  • LinkedIn: 500-startups

500 Global is a venture capital firm and startup accelerator based in San Francisco, California, founded in 2010. The firm specializes in investing in early-stage technology companies, providing funding, mentorship, and resources to help founders scale their businesses. In addition to their broad focus on innovative startups, 500 Global has made notable investments in the athletic shoe context, including SidelineSwap, which raised $1.8 million in a Seed Round in 2016, and In Your Shoe, which raised $50,000 in a Seed Round in 2019. These transactions highlight their engagement with companies that operate within the athletic shoe industry, showcasing their potential relevance in this sector.


2. Y Combinator

  • Website: ycombinator.com
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2005
  • Headcount: 51-200
  • Number of deals in 2024: 802
  • LinkedIn: y-combinator

Y Combinator is a prominent startup accelerator and venture capital firm based in San Francisco, California, founded in 2005. It provides funding and mentorship to early-stage technology companies through a structured program that helps entrepreneurs launch and grow their businesses. Y Combinator has successfully launched over 4,000 startups, establishing itself as a key player in the technology startup ecosystem. Among its notable transactions, Y Combinator has invested in companies like Markhor, which raised $120,000 in a Seed Round in 2015 and focuses on footwear, and Goat Group, which raised $1,600,000 in an Angel Round in 2011, a platform for buying and selling sneakers. These investments highlight Y Combinator's engagement in the athletic shoe industry, alongside its broader focus on technology and innovation.


3. FJ Labs

  • Website: fjlabs.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 169
  • LinkedIn: fj-labs

FJ Labs is a venture capital firm based in New York, founded in 2015, that specializes in investing in marketplace and network effect businesses. They provide capital and strategic guidance to entrepreneurs across various industries, including e-commerce and logistics. With over 1,000 companies in their portfolio, many of which have achieved unicorn status, FJ Labs has demonstrated a strong track record in supporting startups. Notably, they have invested in Tracksmith, a brand focused on running apparel and footwear, and PLAE, which specializes in customizable athletic shoes for children. These investments highlight their engagement in the athletic shoe sector, alongside their broader investment strategy.


4. Deep Tech Fund (an Alumni Ventures Fund)

  • Website: av.vc
  • Type: Venture Capital
  • Headquarters: Manchester, New Hampshire, United States (USA)
  • Founded year: 2023
  • Headcount: 51-200
  • Number of deals in 2024: 258
  • LinkedIn: deep-tech-fund-av-focused-fund

Deep Tech Fund (an Alumni Ventures Fund) is a venture capital firm based in Manchester, New Hampshire, founded in 2023. The firm provides accredited investors and institutions with access to professionally-managed, diversified venture portfolios, leveraging a network of over 10,000 investors to connect them with high-quality investment opportunities in the startup ecosystem. Notable transactions include investments in Rhone Apparel, which raised $1,429,997 in Series C funding, and Nextiles, which raised $5 million in a seed round for the development of smart fabric fitness trackers. These investments highlight the fund's engagement in sectors related to athletic apparel and fitness technology, suggesting a broader interest in the athletic market.


5. L Catterton

  • Website: lcatterton.com
  • Type: Private Equity
  • Headquarters: United States (USA)
  • Founded year: 1989
  • Headcount: 201-500
  • Number of deals in 2024: 23
  • LinkedIn: l-catterton

L Catterton is a private equity firm specializing in investment management, focusing on consumer brands across various sectors. Founded in 1989, the firm partners with middle market companies and high-growth enterprises, providing capital and strategic guidance to enhance brand equity and market presence. With a strong emphasis on consumer insights, L Catterton aims to drive growth and innovation within its portfolio companies. Notable transactions include investments in Sweaty Betty, a premium activewear brand, and Rhone Apparel, a men’s activewear brand known for its innovative fabrics. These investments highlight L Catterton's focus on the activewear market, which often intersects with athletic footwear. Additionally, their acquisition of Birkenstock Group further demonstrates their interest in brands that align with lifestyle and performance, reinforcing their relevance in the athletic shoe sector.


6. Sosv

  • Website: sosv.com
  • Type: Venture Capital
  • Headquarters: United States (USA)
  • Founded year: 1995
  • Headcount: 51-200
  • Number of deals in 2024: 170
  • LinkedIn: sosv

SOSV is a venture capital firm founded in 1995, specializing in funding and supporting deep tech startups through its development programs. With a global reach, SOSV connects innovative companies with investors, providing venture capital investment and resources to help startups grow and succeed. Notably, SOSV has invested in several companies within the athletic shoe context, including Swag Kicks, which raised $150,000 in a Pre-Seed round in August 2021, and VITALI Wear, which received funding through both a Seed round and a Convertible Note in 2016. Additionally, they have invested in Overhand Fitness and Styched, further demonstrating their engagement in sectors related to athletic apparel and footwear.


7. Accel

  • Website: accel.com
  • Type: Venture Capital
  • Headquarters: Palo Alto, California, United States (USA)
  • Founded year: 1983
  • Headcount: 51-200
  • Number of deals in 2024: 101
  • LinkedIn: accel-vc

Accel is a venture capital firm founded in 1983, based in Palo Alto, California, specializing in investing in startups and early-stage companies primarily in the technology sector. However, Accel has also invested in the athletic shoe industry, notably in M.Gemi, a direct-to-consumer luxury footwear brand, where they participated in Series B and Series C funding rounds, contributing to a total of $47.2 million raised. Additionally, they invested in Shoes 4 the Shoeless, which raised $4.78 million in Series A funding, further showcasing their involvement in the footwear market. Accel operates through its offices in Palo Alto and San Francisco, as well as additional funds in London, India, and China.


8. Tiger Global

  • Website: tigerglobal.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2001
  • Headcount: 51-200
  • Number of deals in 2024: 25
  • LinkedIn: tiger-global-management

Tiger Global Management, LLC is a New York-based investment firm specializing in public and private equity investments. Founded in 2001, the firm manages approximately $50 billion and focuses on innovative companies leveraging technology. Among its notable transactions, Tiger Global has invested in Allbirds, a sustainable footwear brand, participating in both Series B and Series C funding rounds, totaling $67.5 million. Additionally, they invested in Grupo Netshoes, which raised $170 million in a private equity round, highlighting their engagement in the athletic shoe market. Their diverse portfolio includes various sectors, but their active participation in the athletic shoe industry through these investments showcases their relevance in this space.


9. SV Angel

  • Website: svangel.com
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2009
  • Headcount: 1-10
  • Number of deals in 2024: 44
  • LinkedIn: sv-angel

SV Angel is a venture capital firm based in San Francisco, California, founded in 2009. They specialize in early-stage and growth-stage investments, primarily in the technology sector, providing financial backing, strategic advice, and access to a vast network of industry experts. Notably, SV Angel has invested in several companies relevant to the athletic shoe industry, including Zappos, a major online retailer of shoes, and StockX, a marketplace for sneakers and streetwear. They also invested in PLAE, a company that designs performance-oriented children's shoes, showcasing their interest in innovative footwear solutions. Through these investments, SV Angel demonstrates a commitment to fostering innovation in the athletic shoe market while maintaining a broader focus on technology startups.


10. Iconix International Inc

  • Website: iconixbrand.com
  • Type: Corporate
  • Headquarters: Palm Beach, Florida, United States (USA)
  • Founded year: 2005
  • Headcount: 51-200
  • Number of deals in 2024: 1
  • LinkedIn: iconix-brand-group

Iconix International Inc, also known as Iconix Brand Group Inc., is a corporate brand management company based in Palm Beach, Florida, founded in 2005. The company specializes in licensing and marketing a diverse portfolio of consumer brands across various sectors, including fashion, sports, and home products. Iconix partners with retailers and manufacturers to enhance brand performance and market presence, with a strong focus on apparel and accessories. Notably, Iconix has made significant acquisitions in the athletic shoe industry, including the purchase of the sports apparel and footwear brand Umbro from Nike Inc. for $225 million in cash in December 2012. This acquisition was part of their strategy to diversify their portfolio and boost sales. Additionally, in February 2015, Iconix acquired the North American brand PONY for $37 million, which holds potential for further global expansion. These transactions highlight Iconix's active role in the athletic shoe market, alongside their broader brand management activities.


11. Lerer Hippeau

  • Website: lererhippeau.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2010
  • Headcount: 11-50
  • Number of deals in 2024: 23
  • LinkedIn: lerer-hippeau-ventures

Lerer Hippeau is a venture capital firm based in New York, founded in 2010, that specializes in early-stage startup investments. They provide essential funding and support to help businesses grow, connecting talented professionals with opportunities in their portfolio companies. Notably, Lerer Hippeau has made significant investments in the athletic shoe industry, particularly with Allbirds, where they participated in multiple funding rounds, including a $27 million Series A round in 2016 and a $17.5 million Series B round in 2017. Additionally, they invested in Tracksmith, which raised $1.6 million in a Seed round in 2014, further emphasizing their focus on athletic brands. Their diverse portfolio also includes investments in outdoor gear and apparel companies like Cotopaxi, showcasing their broader interest in the athletic and outdoor sectors.


12. Amazon

  • Website: amazon.com
  • Type: Corporate
  • Headquarters: Seattle, Washington, United States (USA)
  • Headcount: 10001+
  • Number of deals in 2024: 37
  • LinkedIn: amazon

Amazon.com, Inc. is a multinational technology company based in Seattle, Washington, primarily known for its e-commerce platform that offers a vast array of products and services. Founded in 1994, Amazon has expanded its operations to include cloud computing, online advertising, digital streaming, and artificial intelligence services. Notably, Amazon has made significant investments in the fashion and footwear sectors, including the acquisition of Zappos in 2009 for $1.2 billion, which specializes in shoes and has a strong presence in the athletic footwear market. Additionally, Amazon acquired Shopbop.com, a fashion retailer, further solidifying its commitment to the apparel and accessories market. These transactions highlight Amazon's strategic interest in the footwear industry, particularly in the online retail space.


13. Gaingels

  • Website: gaingels.com
  • Type: Venture Capital
  • Headquarters: Burlington, Vermont, United States (USA)
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 60
  • LinkedIn: gaingels

Gaingels is a venture capital firm founded in 2015, based in Burlington, Vermont, dedicated to investing in companies with diverse leadership. The firm provides capital and support to startups, particularly those led by underrepresented groups, to foster diversity and inclusion in the innovation economy. Gaingels has been involved in several notable transactions, including investments in Carbon38, a company that focuses on women's activewear, and Ergatta, a fitness technology company. Additionally, they invested in Strive, a sports tech company that has raised significant funding to enhance athletic performance. These transactions highlight Gaingels' commitment to supporting innovation in the athletic and sports sectors, making them a relevant player in the athletic shoe investment landscape.


14. General Catalyst


General Catalyst is a venture capital firm founded in 2000, based in San Francisco, California. The firm specializes in early-stage and growth investments, providing capital and strategic guidance to startups across various industries, including technology and healthcare. Notably, General Catalyst has been actively involved in the athletic apparel sector, particularly through their investments in Outdoor Voices, an Austin-based company focused on activewear. They participated in several funding rounds for Outdoor Voices, including a $1.1 million seed round in April 2015, a $7 million Series A in October 2015, a $9 million convertible note in August 2017, and a $34 million Series C in March 2018. These transactions highlight General Catalyst's interest in companies that promote active lifestyles, making them a significant investor in the athletic shoe and apparel market.


15. Nike

  • Website: nike.com
  • Type: Corporate
  • Headquarters: Beaverton, Oregon, United States (USA)
  • Founded year: 1964
  • Headcount: 10001+
  • LinkedIn: nike

Nike, Inc. is a prominent corporate investor based in Beaverton, Oregon, specializing in athletic footwear, apparel, and sports equipment. Founded in 1964, Nike has established itself as a leader in the athletic apparel market, serving athletes and fitness enthusiasts with high-quality products designed for performance. The company operates retail stores and an online platform, providing consumers with easy access to its extensive product range. Nike has been involved in several significant transactions in the athletic shoe context, including the acquisition of Umbro PLC for $582 million in 2007, aimed at enhancing its presence in the soccer market. In 2013, Nike made headlines with the acquisition of both adidas and Puma for approximately €80 billion, solidifying its position in the sporting goods industry. Additionally, Nike acquired Cole Haan in 1988 for $80 million and Rip Curl in 2002, further expanding its portfolio. More recently, in 2019, Nike made a strategic investment in HandsFree Labs, Inc., which focuses on innovative footwear technology. These transactions highlight Nike's active role in the athletic shoe industry and its commitment to growth and innovation.


16. Forerunner


Forerunner Ventures is a venture capital firm based in San Francisco, California, founded in 2012. The firm specializes in early-stage investments in consumer technology and innovative businesses, providing capital and strategic guidance to startups. Notably, Forerunner has been involved in several transactions relevant to the athletic sector, particularly with Outdoor Voices, an Austin-based apparel company focused on activewear. Forerunner participated in multiple funding rounds for Outdoor Voices, including a $7 million Series A in 2015 and a $34 million Series C in 2018. Additionally, they led a $4.6 million funding round for Stadium Goods, a company that operates in the sneaker and streetwear resale market. These transactions highlight Forerunner's engagement with companies that cater to athletic and active lifestyles, reinforcing their relevance in the athletic shoe investment space.


17. Advent


Advent International Corporation is a private equity firm founded in 1984, based in Boston, Massachusetts. The firm specializes in buyouts and investments across various sectors, providing capital and strategic guidance to help companies achieve growth. Advent has a global focus on long-term value creation for its portfolio companies. Notably, Advent has made significant investments in the athletic shoe industry, including acquiring Shoes For Crews in 2004 for $120 million, a company known for its slip-resistant footwear, and taking an equity stake in Lululemon athletica, a leading athletic apparel and footwear brand. These transactions highlight Advent's active role in the athletic shoe market, showcasing their commitment to investing in companies that align with this sector.


18. Elysian Park Ventures


Elysian Park Ventures is a venture capital firm based in Los Angeles, California, founded in 2016. The firm specializes in the sports industry, providing capital and strategic advisory services to companies at various stages of growth. They focus on sectors that intersect with sports, technology, health, and commerce, primarily targeting entrepreneurs and businesses looking to innovate and expand. Notably, Elysian Park Ventures has participated in significant funding rounds for companies like FCTRY Lab, a sneaker studio that raised $6 million in 2022, and Ida Sports, which raised $2 million in a seed round in 2024. Their investment portfolio reflects a commitment to supporting businesses that are directly involved in the athletic shoe market, making them a relevant player in this space.



Athletic Shoe Insights: Key Investors in the US


InvestorHeadquarterSizeFoundedDeals 2024
500 GlobalSan Francisco, California, United States (USA)201-500201098
Y CombinatorSan Francisco, California, United States (USA)51-2002005802
FJ LabsNew York, New York, United States (USA)11-502015169
Deep Tech Fund (an Alumni Ventures Fund)Manchester, New Hampshire, United States (USA)51-2002023258
L CattertonUnited States (USA)201-500198923
SosvUnited States (USA)51-2001995170
AccelPalo Alto, California, United States (USA)51-2001983101
Tiger GlobalNew York, New York, United States (USA)51-200200125
SV AngelSan Francisco, California, United States (USA)1-10200944
Iconix International IncPalm Beach, Florida, United States (USA)51-20020051
Lerer HippeauNew York, New York, United States (USA)11-50201023
AmazonSeattle, Washington, United States (USA)10001+37
GaingelsBurlington, Vermont, United States (USA)11-50201560
General CatalystSan Francisco, California, United States (USA)51-2002000144
NikeBeaverton, Oregon, United States (USA)10001+19640
ForerunnerSan Francisco, California, United States (USA)11-50201212
AdventBoston, Massachusetts, United States (USA)501-1000198417
Elysian Park VenturesLos Angeles, California, United States (USA)1-1020163


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