Holo Footwear entered basketball in December 2023 when it signed Isaac Okoro of the Cleveland Cavaliers. Aside from a signature shoe line, the NBA player also received ownership stake in the company.
With pay equity and signature shoes at the center of WNBA conversations, the brand — founded by industry veterans Yuri and Rommel Vega — has offered the same deal to one of the league’s rising stars: Jacy Sheldon.
“We’ve been bullish about supporting women’s sports and changing the narrative on women’s sports and compensation and partnerships. This is a little grain of salt that we can bring to the table,” Yuri Vega, president of Holo Footwear, told FN.
Much like their connection with Okoro, Yuri and Rommel Vega aligned with Sheldon — the No. 5 pick by the Dallas Wings in the 2024 WNBA Draft — over family values.
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Yuri and Rommel Vega first connected with Sheldon at a dinner after a Wings game in Dallas in June. At the dinner, they revealed initial designs for Sheldon’s signature shoe, as well as an iteration of Okoro’s signature shoe, the IO:01, specifically made for her. The latter featured “Don’t ever give up” on the strap, a quote her sister, Emmy Sheldon, who has Down syndrome, says before every game.
“From the very first interaction, it was clear that Holo not only talks about their core values of family, loyalty, grit, purpose, leadership and being fearless, but they live it. This alignment of values with my own mission of making a difference on and off the court made it a perfect match,” Sheldon told FN. “Holo felt like a natural extension of who I am and what I strive to achieve, both personally and professionally.”
A second dinner in Dallas a month later included several members of Sheldon’s family. Okoro, too, flew in to attend.
“This is an exciting time for the brand as we look to grow our basketball division and add athletes to the family,” Okoro told FN. “With me being the face of Holo Hoops and the brands first ever signature athlete, as well as having a seat at the table, I wanted to make sure I was a part of the process and show my full support to Jacy, as well as show her the family feel that we have here at Holo.”
Rommel Vega, chief executive officer of Holo Footwear, added, “[Michael] Jordan signed with Nike because they went above and beyond, and I think a lot of brands stopped doing that. They’re able to sign people because they just throw money at them. With money, you can have a lot of athletes, but we want the ones that connect with us on a very personal, deep level.”
With her signature shoe in the works, Sheldon has worn four player exclusive iterations of the IO:01 on the court, which have been modified for her game. For instance, Rommel Vega said the weight of her version has been reduced significantly — specifically in the rubber outsoles and the layers that make up the upper construction — so she can remain quick on the court. Also, although not something Holo Footwear did to the design, Sheldon removes the strap, which she suggested at the first dinner might give the shoe a cool, different look.
“Holo shoes feel great on my feet. When deciding to sign with Holo, one of the most important things, if not the most important, was making sure they felt comfortable on the basketball court. I love how the shoes feel, they are very lightweight and have great traction, which are two key things I look for in basketball shoes,” Sheldon said.
As for Sheldon’s forthcoming signature shoe, although sparse on details, Rommel Vega offered some insight into what fans can expect. For instance, the theme of the shoe is “She’s fast, but I’m faster,” and there are nods to her Midwest upbringing and her time at Ohio State University in its design.
“The design of the shoe will represent my values, journey and personality. From the color scheme to the unique details, each aspect will be meant to inspire athletes who share my passion for the game,” Sheldon explained. “The shoe will be incredibly lightweight, allowing for maximum speed and agility helping you to play at your best every time you step onto the court. I’m excited to share the shoes with athletes who are passionate about their game and determined to push their limits.”
He said the brand is in the sample test phase right now, and that Sheldon’s signature shoe will be released in April or May to coincide with the start of the next WNBA season.
“For me personally, [my signature shoe is] a symbol of the journey and the support I’ve received from my family, teammates and fans. It’s about more than just a shoe. It’s about breaking barriers and setting new standards,” Sheldon said. “I hope my signature shoe will be a symbol of what’s possible for young girls who dream of playing professional sports. It’s about showing them that with grit, determination and purpose, they too can achieve their dreams. I want this shoe to remind them that they belong on this stage and that they are valued.”
Additionally, Rommel Vega said Sheldon will be the face of Her at Holo, the brand’s arm dedicated to women. “We’re going to create a lifestyle brand for her, from sneakers she wears in the tunnel to what she wears hanging out with friends to her signature basketball shoe,” he said. “She’s getting exactly what Isaac is getting, her own brand, lifestyle and on the court.”
Aside from the signature shoe, Holo Footwear confirmed Sheldon will also receive equity in the company, just like Okoro did with his deal, as well as a base compensation and royalties.
“Pay equity in general for women is an important topic, and it isn’t any different in sports,” Yuri Vega said. “As a small brand, obviously you can’t compare what we can put on the table financially with bigger brands, but there are things we can bring to the table that other brands can’t — connectivity, the heartbeat of the brand, working directly with us and a small team, having a say in the direction of the brand — and I don’t know how you put a value to that.”
Sheldon added, “Long term, I am looking forward to the influence of our core values including the message, ‘I get to’ and my sister Emmy’s words, ‘Don’t ever give up.’ This drives the need for the dedication to continuous innovation, shoe expansion and especially empowering future generations of athletes. I can’t express enough how excited I am to be working with the Holo family. I can’t wait to put our vision into motion.”
Looking ahead, with two basketball players aligned with the brand, Rommel Vega said Holo Footwear will look to add an ambassador from the world of music. “We want to add a musician that aligns with our core, whether it’s hip-hop, reggaeton. At some point, we believe we’ll add more WNBA players and then NBA players, but our next mission right now is to add an artist on the music side,” he said.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
