How the EVA sandal became the shoe of the summer

[Photo: Bombas]

Indeed, the global EVA market is growing rapidly. It accounted for more than $11 billion in 2023 and is expected to surpass $19 billion by 2032. According to a recent report, the demand for comfortable, lightweight footwear (particularly in the athletic and casual markets) is a significant driver for this growth.

A brief history of EVA

In the 1970s, most running shoes had rigid soles made of rubber. EVA belongs to a class of “elastomeric” compounds called polymers, which means they have elastic properties (these compounds come from fossil fuels). The material provided cushioning and the right amount of give, and soon it became the material of choice for most fitness brands, including Nike and Saucony.

EVA remained primarily in athletic footwear until Crocs came along in 2002. Technically speaking, Crocs are made of Croslite, a proprietary material comprised of polyethylene vinyl acetate (aka PEVA or EVA for short). Crocs was the first brand to make an entire shoe out of EVA. “If there was another company that came before, it was really Crocs that brought [EVA] to the mainstream,” says Beth Goldstein, executive director and industry analyst at the market research company Circana.

Emboldened by the success of Crocs and its recent comeback, other brands followed suit, most notably Birkenstock, which launched its EVA sandal in 2015 for half the price of its cork-and-leather counterpart. A 2024 report states that EVA sandals are now the most popular Birkenstock shoe among teens in the U.S., and Goldstein notes that the brand has been successful without cannibalizing sales of its leather Arizona offerings.

A convergence of trends

There’s a reason why the EVA sandal in particular is such a popular choice for shoemakers, and it’s one of fashion stars aligning. The EVA sandal has found itself at the center of a trends Venn diagram. First, it aligns with the “2-mile fashion” trend, which is defined by cozy and comfortable clothing that can be worn within a 2-mile radius of your home. “It’s the summer version of the slipper,” says Lucila Saldana, footwear and accessories strategist at global trend forecasting company WGSN.

Second, the material also takes on color really well, giving people a way to express themselves in whatever shade they want. And third, the EVA sandal piggybacks on the “recovery shoe” trend, with offerings like the Oofos Oolala sandal (which is not actually made of EVA but a different kind of proprietary technology), Hoka’s Ora recovery slide, and the Mellow Recovery slide from Crocs. As Highsnobiety reports, “Nearly every brand that makes running sneakers also makes a squishy slide intended to be worn after a tough jog.”

Apparently, the strategy has worked. Circana’s Goldstein couldn’t share exact figures, but confirmed that it’s “seeing sales growth in the recovery space across a number of brands.”

EVA is often positioned as a healthier alternative to PVC—another common material in footwear—because vinyl chloride is a known human carcinogen, and EVA is free of it.