Stoke Shoes Recruited Former Deckers CEO as Advisor
New Hampshire-based footwear startup brings on industry veteran to guide retail expansion and brand strategy.
Updated on Oct. 6, 2026 in Retail
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Stoke Shoes has appointed Dave Powers, the former president and CEO of Deckers Brands, as an advisor and investor. The Georges Mills, New Hampshire-based company, which launched in the spring of 2026, aims to leverage Powers' experience for its retail growth.
Why it matters
Operators of growth-stage consumer brands often tap seasoned executives to navigate scaling challenges, as Powers brings a track record of building major footwear presence. His guidance will focus on product development and distribution strategy for the young brand.
Dave Powers brings 40 years of industry experience to Stoke Shoes, having previously led Deckers Brands to $4.29 billion in fiscal 2024 revenue. During his 13-year tenure at Deckers, he was responsible for creating $10 billion in shareholder value.
The players
Dave Powers
A veteran footwear executive who led Deckers Brands for over a decade and previously held roles at Converse and Gap Inc.
Stoke Shoes
A footwear startup based in Georges Mills, New Hampshire, that launched in 2026 with a focus on comfort and fit.
Deckers Brands
A global footwear company that generated $4.29 billion in fiscal 2024 revenue under the leadership of Dave Powers.
The details
Powers joins the company founded by Rick Blackshaw and Ian Stewart to formalize a strategy centered on comfort and fit. His operational focus will span retail expansion, product development, and distribution channels. This move adds executive oversight to the startup as it attempts to move beyond its early 2026 launch phase.
Timeline
Dave Powers served as CEO of Deckers Brands from 2016 to 2024.
Stoke Shoes officially launched in the spring of 2026.
Dave Powers joined the Stoke Shoes team on October 6, 2026.
Market Landscape
This appointment follows a strategic pattern seen in the 2016-2024 Deckers Brands expansion period, where specialized footwear leadership was used to drive significant revenue growth. The move marks a shift for Stoke Shoes as it transitions from a recent startup to an institutionally advised firm.
Operators in the footwear sector should observe how Stoke Shoes alters its distribution footprint following Powers' arrival. Early-stage businesses should monitor the brand's product-fit messaging as a benchmark for consumer-facing adjustments in the New England market.
The takeaway
Securing high-level advisory talent can bridge the credibility gap between a startup launch and scalable market entry. Founders should track how Stoke Shoes integrates Powers' retail expertise into its go-to-market strategy over the next four quarters.
Further reading
For more on industry leadership changes, visit Retail.
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