British  footwear specialist Vivobarefoot is continuing its mission “to reconnect people with natural movement” launching an “exciting partnership” with National Football League (NFL) star Mack Hollins, the New England Patriots’ wide receiver.

It’s an almost ready-made collab given Hollins is referred to as a ‘barefoot national treasure’ and his involvement “marks a bold move in the world of professional sports”.

Together, they will launch a multi-faceted, new-product-backed collaboration “focused on education, awareness, and innovation” that intends to highlight “the importance of natural, barefoot movement and creating a special edition product inspired by the concept of freedom for your feet”.

That “bold move” bit refers to the fact that the NFL is a sport where “restrictive and heavily cushioned footwear have long been the norm”. 

So Hollins, “known as much for his authenticity and off-field ethos as his athletic ability” has been a vocal advocate for barefoot living — he’s often seen training and walking barefoot as a way to strengthen his feet, improve balance, and reconnect with the ground, Vivo notes. 

“As an athlete, I have spent majority of my career in some of the most restrictive footwear. 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. I know how much of a game changer foot health is to success on and off the field. I want athletes of all ages to feel comfortable to ‘Free The Feet’ and partnering with Vivo is allowing me to do just that.”

The partnership will unfold through that dual focus of education on the science of natural movement, focusing on health implications of modern footwear and product collaboration for 2026, via a limited-edition Vivobarefoot x Mack Hollins line “that embodies the spirit of athletic freedom, designed for both performance and everyday life”.

Vivobarefoot CEO and co-founder Galahad Clark added: “Partnering with athletes like Mack is incredibly meaningful to us because they remind the world of a powerful truth: even at the highest level of performance, the body thrives on natural movement.

“When your feet are strong and free, everything changes. Research shows that just six months of barefoot movement can increase foot strength by 60%. Stronger feet help the body rediscover its natural shape, sensation, and mobility. Together with Mack, we’re showing that performance, freedom, and lifelong health all start from the ground up.”