Horse Kicks started with the challenge: how do we differentiate ourselves from rival cities and get new audiences talking about Lexington, Kentucky, The Horse Capital of the World? The answer: Sneakers for horses. Horse Kicks began as a stunt to promote Lexington, but after partnering with local sneaker artist Marcus Floyd, it quickly became a very real brand with a very real product—and eventually, very real demand, pioneering a whole new sneaker category.