The Problem No One Fixed for 100+ Years

For decades, shoes haven’t really changed. Sure, we got Air Jordans, Yeezys, and Hokas—but at the core, they’re still the same: you need to bend down, use your hands, and tie laces.

For most people, it’s just an annoying habit. But for seniors and people with disabilities, tying shoes can be a serious problem—even dangerous. In self-reported falls among seniors, 14% happened while wearing slippers—many said it was because bending down to tie shoes was difficult.

Falls are a major concern for older adults, with about one in four seniors falling each year, leading to around 3 million emergency department visits and 1 million hospitalizations annually (Facts About Falls). For stroke patients, the risk is even higher, with 7% falling within the first week, up to 37% between 1 and 6 months, and up to 73% one year post-stroke (Falls in Stroke Patients). These falls often result in severe outcomes like hip fractures, with 83% of hip fracture deaths in 2019 linked to falls (Facts About Falls).

The Birth of Hands-Free Shoes

Mike Pratt, an inventor, saw this gap. No one had truly innovated in how shoes were put on. He designed a shoe that lets you slip it on without touching it, patented the technology, and launched Kizik.

Skechers, the $8 billion footwear giant, jumped in with their own patents and hands-free shoe line. They weren’t just marketing it as comfortable—they knew there was a real demand for people who struggled with laces.

Who’s Selling Them?

Three groups are in the race:

1. Kizik – The startup that pioneered hands-free shoes, launched in 2020, raised $30 million, and now does $100 million in revenue. They blew up with viral marketing from the Harmon Brothers (the same guys who made Squatty Potty and Purple Mattress famous).

2. Skechers – The giant that saw the trend, made their own version, and is now suing competitors for patent infringement. Their shoes even got featured in Super Bowl ads with Martha Stewart & Snoop Dogg.

3. DTC Niche Brands - Olukai & Orthofeet

4. Random DTC brands – Chinese Brands that just sell on amazon

One surprising fact? No one is marketing these to seniors. Even though older adults struggle with laces and 48% of them want more footwear choices, brands keep selling these shoes as just "comfortable" instead of safe.

Pricing Strategy

Skechers is the brand with the most SKUs more than 130 , ranging from $22 to $89 , Kizik  sells shoes in 2 tiers $89 to $124 , Orthofeet and Olukai only in the high tier , around $140, while the chinese brands are all in the low tier.

Price ranges by brand

The White Space - The hidden dangers of laces

Right now, all the ads focus on comfort—but for seniors and people with mobility issues, it’s a matter of safety.

Falls are a silent epidemic among seniors and stroke patients. Every year, one in four seniors falls, leading to 3 million emergency room visits and 1 million hospitalizations. Hip fractures alone account for 83% of fall-related deaths.

For stroke patients, the numbers are even worse:

• 7% fall within the first week post-stroke.

• 37% fall between 1 to 6 months.

• Up to 73% fall within a year.

And here’s a shocking stat: 83% of older adults wear ill-fitting shoes, often leading to balance issues. Footwear plays a massive role in fall prevention—slippers, high heels, and even untied laces contribute significantly to fall risk.

The simple act of tying shoelaces—or failing to—can be deadly. Many seniors avoid lace-up shoes altogether because of the difficulty in bending down. They switch to slip-ons, which ironically increase fall risk due to poor fit. Stroke patients face even steeper challenges, where improper footwear can lead to gait imbalances and higher fall risk.

The top 2 questions for hands free shoes are people looking for them for either seniors or disabled people.

Marketing Strategies

Orthofeet is the only brand using the health angle, however, the message is not clear, they list several health problems , do not mention how the product addresses the problem. They mix the offering of comfort and pain relief.

Skechers ads

Kizik’s marketing strategy is focused on comfort for a mainstream audience

What can you learn ?

A DTC Brand can be built with actual barriers to entry from technology patents. Kizik has over 200 patents for their products, while he don’t have record of them suing , Skechers has sued Hermès, Brooks, Fila, Reebok, L.L.Bean and Rockport in the past. Recently, they took legal action against Laforst, claiming infringement on their hands-free shoe patents. Kizik has also sued Drew Shoe over the technology.

Playing your game, while Kizik posts regularly in social media, and has hired the Harmonn Brothers Agency for a viral ad , which usually cost up to 1 million dollars ,Chinese brands like STQ, Allswift and Jackshibo do not have any social media presence and rely solely on sponsored posts on amazon

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