British barefoot footwear brand Vivobarefoot has announced a partnership with National Football League (NFL) wide receiver Mack Hollins to champion barefoot education and what the brand calls “foot freedom.”
The collaboration marks Vivobarefoot’s first venture into professional sports as it seeks to challenge long-held assumptions around modern athletic footwear. Hollins, known for training and walking barefoot to strengthen his feet and improve balance, will work with Vivobarefoot CEO and co-founder Galahad Clark to promote barefoot education and raise awareness around the brand’s innovations.
Education first, product to follow
The partnership launches with what the brand describes as a strong educational focus, emphasizing the science of natural movement and the health implications of modern footwear. It will expand into a limited-edition product line in 2026 – the Vivobarefoot x Mack Hollins collection – designed for both performance and everyday life.
“As an athlete, I have spent the majority of my career in some of the most restrictive footwear,” Hollins said. “My journey with barefoot living stemmed from an injury early in my career. But the benefits I have achieved since living this way have been immeasurable.”
Hollins, who has earned the nickname “barefoot national treasure” among NFL fans, frequently arrives at stadiums without shoes and wears a “Free the Feet” sweatshirt during pre-game warmups. His barefoot practice began six to seven years ago after meeting trainers from Melbourne Muscular Therapy in Australia who introduced him to barefoot philosophy.
This move reflects a broader strategic shift
The Hollins partnership comes as Vivobarefoot seeks to expand beyond its core eco-conscious consumer base into performance and mainstream markets. The brand, founded in 2012 by seventh-generation cobblers Galahad and Asher Clark, has built its business around ultra-thin, flexible soles that protect feet while allowing maximum sensory feedback.
Vivobarefoot generated £91.4 million (€108m) in revenue and sold 1.2 million pairs in its most recent financial year, according to the company’s Unfinished Business Report 2025. Its resale and repair platform, ReVivo, now accounts for up to 15 percent of sales.
The brand has historically struggled to find retail distribution among traditional sporting goods retailers hesitant to embrace barefoot footwear. The Hollins partnership provides Vivobarefoot with a high-profile athlete advocate who can help legitimize barefoot principles within elite sports.
About Vivobarefoot
Vivobarefoot is a British barefoot footwear brand founded in 2012 by cousins Galahad Clark and Asher Clark, seventh-generation cobblers from the historic Clarks shoe dynasty. The company produces minimalist shoes featuring ultra-thin soles, wide toe boxes and zero-drop designs that promote natural foot movement. Vivobarefoot is a certified B Corporation and focuses on sustainability initiatives including its ReVivo repair and resale program, plant-based materials and circular design principles. The brand operates concept stores across Europe and sells primarily through direct-to-consumer channels.
About Mack Hollins
Mack Hollins is a wide receiver for the New England Patriots, having signed a two-year, $8.4 million contract with the team in March 2025. The 31-year-old began his NFL career with the Philadelphia Eagles in 2017, winning a Super Bowl championship as a rookie. Hollins played college football at the University of North Carolina. He is known throughout the NFL for his barefoot training regimen and lifestyle, which he adopted six to seven years ago to improve foot strength, balance and natural movement. Hollins caught 31 receptions for 378 yards and five touchdowns with the Buffalo Bills in 2024.
