Kizik is taking its Hands Free Labs technology to another big brand — New Balance.

A new licensing agreement allows New Balance to use the technology in shoes for men, women and kids. Select styles are set to launch in 2027, most likely in the first half, according to Kizik and Hands Free Labs CEO Gareth Hosford. (Hosford was named CEO last June.)

Hosford said in an interview that the parties began discussions in late 2024. The two brands plan to work on developing product this year. “They have the option to bring it into as much of their product line as they want. Obviously, it takes time to develop, because our solutions are tailored, so you won’t see it coming across everything all at once,” the executive said.

He expects the initial launch to start with one or two high-volume styles in the New Balance collection before expanding to a broader range.

Hosford said that while early adopters of slip-in shoes were mainly consumers wanting a niche product, the concept is now receiving broad adoption. Convenience is a key factor, he said.

“What we’ve also started to test, and we’re very encouraged by, is we can actually bring this technology, into performance. And as we work with New Balance, we’re going to be doing that,” he said. “I can tell you that even in running, the way our technology works, it grips on the heel even better and gets a better lock than a lot of standard running shoes.”

Hosford said HandsFree Labs has over 200 patents issued and pending featuring a broad range of technologies. “Some of those technologies lend themselves better to different platforms,” he said. Essentially, that gives a licensing partner a big toolkit from which designers and Kizik engineers can choose from to tweak as they adapt the patented technology to the individual function of the shoe they are working on.

For running, the development process would apply an easy step-in and step-out element, plus a lightweight platform — but that doesn’t add much weight to the shoe, as Hosford described it.

He noted that even a change such as a mid-top versus a low-top versus a high-top would require different technology. And in addition to the right technology for the shoe itself, the team would also consider the tech needed for mass manufacturing on the commercial side.

“It’s really a question of how you tweak those patterns to make it happen,” Hosford said. He noted that the Kizik brand of shoes serves as an example of how the technology can evolve and adapt to indicate what’s possible. Kizik is considering the use of its technology in its own line of work shoes down the road.

Another area that could see extensive growth is slip-ins for kids. “I’m incredibly excited about what we have in the pipeline for back-to-school this year and beyond that. We’re really sort of pushing hard into that part of the segment, and we’re going to have lots of choices for moms and kids as they starting thinking about back-to-school,” he said.

The company also partnered with the Parkinson’s Foundation to give those with the disease to have the ability to retain some measure of independence. And last November, the Flex Marketplace signed on Kizik as demand for mobility and comfort needs in shoes continued to grow, allowing users to pay with their HSA/FSA funds.

The New Balance licensing agreement is the third one for Kizik and HandsFree. The first licensing partner was Nike, followed by a second unnamed partner that specializes in military and first-responder product.

Horsford said its work with Nike “taught us early on how necessary it was to work with a partner to figure out the right technology. We had the technology, but it was more around how to customize that.” Nike has been both a strategic investor and a licensee since 2019.

Horsford described New Balance as a “great partner” because they really believe in the concept, plus they’re a top brand that’s known for very high quality.

The CEO said there’s more partnerships on the way, noting that “we’re certainly deep in discussion with other leading brands.”