About
oobi
Shoes

Because Kids Will Be Kids

We’ve all been there—your heart skips a beat as your little one races through a crowded playground or dashes ahead in the toy store. That’s where oobi comes in, bridging the gap between play and safety.

Our shoes combine style, comfort, and parent-approved durability with a built-in spot for Apple™ AirTag™ technology. Whether your child is a hide-and-seek champion, a wanderer, or a fearless explorer, oobi helps you stay connected while embracing their independence.

Where oobi Took Its First Steps

Like many great ideas, oobi was born from a real mom moment. When founder Alexis was preparing to leave her son Oliver with childcare for the first time, she did what many parents do – started attaching AirTags to everything from diaper bags to strollers.

We track our keys, our bags, even our pets—but what about our kids? That question sparked an idea—there had to be a way to keep better tabs on our kids that was easy, unobtrusive, and secure.

Instead of creating “just another tracking solution”, Alexis drew on her innovative expertise and her family's 150-year shoe legacy to dream bigger. She talked to parents and kids (because great shoes should be more than just smart – they should be the ones kids actually want to wear!). She obsessed over prototypes until the design was just right.

Our Mission

At oobi, we believe in saying “yes” to every “Watch this!” moment while keeping peace of mind in your back pocket. Every detail, from our discreet AirTag hideout in the insole to our durable materials, is designed with one goal: let kids be gloriously, messily, wonderfully themselves.

What's in a Name?

oobi is our playful twist on “Ubi,” the Latin word for “where.” (Because “where ARE those shoes?” might be every parent’s most-asked question!) We took that ancient word and gave it the same kind of kid-friendly makeover we give our shoes.

The oobi Differences

We’re parents, too. Every feature comes from real “Why didn’t someone think of this sooner?” moments.

Our patent-pending insole is like having a smart tracking assistant – invisible to kids, invaluable to you.

Kid-tested style meets parent-approved durability.

Meet Alexis
Innovation Expert, Shoe Legacy, and Mom on a Mission

“Becoming a mom changed everything for me – including how I saw innovation. Instead of limiting my creativity, motherhood supercharged it. I made oobi first and foremost as a mom who needed this solution herself. But it’s grown into something bigger: a way to give parents one less thing to worry about, so they too can find the freedom to be creative and present in parenthood without losing themselves.”
- Alexis, Founder & Mom to Oliver

With innovation running through her veins (and shoes running in her family), Alexis has made a career out of helping big companies think outside the box. She’s guided countless Fortune 500 companies to bring their “what if?” moments to life through strategy, human-centered design, and future-focused thinking.

But here’s where it gets interesting: Alexis isn’t just any innovator in the shoe business - she’s a sixth-generation member of Mason Companies, Inc., a family shoe legacy that’s been helping people put their best foot forward for over 150 years.

These days, her biggest inspiration comes from chasing after her son, Oliver. In fact, it was Oliver that sparked the idea for oobi. Because sometimes the best innovations come from real-life mom moments!