Former Deckers CEO Dave Powers Joined Stoke Shoes
The veteran footwear executive has signed on as an advisor and investor for the New Hampshire-based company.
Updated on Oct. 6, 2026 in Retail
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Dave Powers, the former president and CEO of Deckers Brands, has joined Stoke Shoes as an advisor and investor. Powers will collaborate with the company's leadership team on retail expansion, brand strategy, and product development.
Why it matters
Powers brings decades of experience to the startup, as he believes the team and product can successfully anchor a new footwear brand on comfort and fit. His involvement marks a significant move for the Georges Mills, New Hampshire-based company.
Dave Powers oversaw the creation of $10 billion in shareholder value during his time at Deckers Brands. He also spent 10 years at Gap Inc. and four years at Converse prior to his recent appointment.
The players
Dave Powers
He is a veteran footwear executive who previously served as the president and CEO of Deckers Brands.
Rick Blackshaw
He is a co-founder of the New Hampshire-based startup Stoke Shoes.
Ian Stewart
He is a co-founder of the startup Stoke Shoes alongside Rick Blackshaw.
The details
Founded by Rick Blackshaw and Ian Stewart, Stoke Shoes will utilize Powers' expertise to guide its distribution and growth strategies. Powers previously served as the head of Deckers Brands from 2016 to 2024.
Timeline
Dave Powers served as the CEO of Deckers Brands from 2016 to 2024.
Stoke Shoes launched in the spring of 2026.
Dave Powers officially joined Stoke Shoes on October 6, 2026.
Market Landscape
The addition of a high-profile executive to a startup mirrors industry trends where emerging brands recruit veteran talent to gain a competitive edge in a crowded market. This move signals an attempt by Stoke Shoes to emulate the rapid scaling seen at larger footwear conglomerates.
Customers can expect to see changes in product strategy and distribution as the brand looks to expand its retail footprint. These leadership changes may lead to increased product availability for those seeking footwear focused on comfort and fit.
The takeaway
The appointment of an industry veteran signals that Stoke Shoes is positioning itself for significant operational scaling in the coming years. Retail shoppers should monitor the brand for upcoming product launches and expanded retail presence.
Further reading
For more on local business developments, visit the Retail section.
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