Playfully Responding to The North Face and Hoka, Chaco Puts Its Classic Z/Sandal on the Statue of Liberty

"Chaco is no stranger to adventure, and we wanted to be sure the iconic, sandal-wearing Statue of Liberty was accurately depicted," Chaco senior brand director Jon Golub told FN.

A few of the athletic and outdoor market’s leaders are engaging in a bit of friendly banter via Instagram.

Last week, Hoka used Instagram to promote the Skyward X, its newest carbon-fiber plated running shoe. The brand’s post was a reel showing the Statue of Liberty with the Skyward X laced up.

“Spotted today in the Big Apple #HOKA making BIG Moves Skyward X has officially arrived in the US! ,” Hoka captioned its post.

Specialty run retailers and fans of Hoka left comments under the post. A rival brand, The North Face, also commented, which caused a bit of a stir.

In November 2023, retailer JD Sports shared a reel on Instagram of Big Ben, the iconic tower clock in London, wearing The North Face’s classic 1996 Retro Nuptse Jacket in yellow and black. The North Face, pointing out the similarities in the reels, commented “how original ” under Hoka’s post.

Seeing these posts, Chaco decided it had something to say.

Late Tuesday, the Wolverine Worldwide-owned outdoor brand posted an image of the Statue of Liberty wearing an iconic silhouette of its own, the Z/Sandal.

“We saw brands styling Lady Liberty’s footwear, and as everyone knows, she only rocks sandals for adventure on the water. We gave her a new pair of the most iconic sandals, Chaco’s Z/Sandal, so she could once again fully express the spirit of freedom she embodies,” Chaco senior brand director Jon Golub told FN.

Chaco captioned the post: “An icon for a sandal wearing icon.”

“Chaco is no stranger to adventure, and we wanted to be sure the iconic, sandal-wearing Statue of Liberty was accurately depicted. Our Z/Sandal was a perfect fit for Lady Liberty, from one icon to another,” Golub 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.