That's exactly what HUB did from its very first sneaker. Former tennis pro Huub van Boeckel started HUB in 2004. He used his tennis shoes as inspiration for a new sneaker. He combined the comfort of a tennis shoe with the design for his ultimate sneaker and added the Z-stitch logo as a symbol of this connection.
All over the world lifestyles and cultures come together, people connect and inspiring ideas and creations are born. The name HUB is an ode to where these lifestyles connect and merge.
HUB is not a person. No man or woman. HUB is a group of friends. Free-spirited and with appreciation for everyone's unique talent.
Surprise and connect
HUB is always looking for connection. Since its very first sneaker. We bring together elements that are not immediately obvious. That surprises and inspires. Merging contrast gives color to life, to our products and the stories we tell.
We keep challenging ourselves continuously. Working hard to make our shoes even more sustainable. Want to know more about our process and the sustainability of our sneakers? On this page you can find all about it: click here
Although the original Z-stitch logo was applied to our sneakers to reinforce the connection between two patterns, this small stitching quickly grew into our logo.
In 2020, we revived the Z-stitch. From a small stitch to signature logo on the side of our sneakers. Of course, the new logo remains a connector. So the logo is placed on the side as well as on the bottom of the sole.
The logo is more than a logo. It is our metaphor for a HUB; a connection.
It all started in 2004. A desire for independence and choosing your own destiny. Former tennis professional Huub van Boeckel took destiny into his own hands and used his tennis shoes as inspiration for a sneaker line. Combine the comfort of a tennis shoe with the look and design for the ultimate sneaker. The result, a high-quality sneaker for everyday use, with the comfort of a tennis shoe.
From Wimbledon to the US Open
Thanks to his tennis career Huub visited the most beautiful, but also strangest places. From the legendary tennis courts of Wimbledon to those of the US Open. And just about every court in between. All over the world he met people from different cultures. And he learned that when you open up to each other, life is simply a lot more fun. So, he named his brand HUB; an ode to the places where he met and connected with these people and lifestyles.
The story continues
Now, 17 years later, the adventure continues. The HUB team has grown and expanded with people who in turn bring new insights. And we also make beautiful sneakers.