As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Sanuk Vice President and General Manager Katie Pruitt has worked with the brand through several transitions, including a Deckers acquisition and, about a year ago, a Lolë Brands acquisition.
What is the most important business lesson you learned in 2025?
Sanuk Vice President and General Manager Katie Pruitt: It was an exciting year at Sanuk, full of growth and evolution — across our collection, our customer base, our internal team, and our partners. Stepping into the role of general manager this year has taught me the importance of excellence in operations. When the system runs smoothly, we can stay focused on what we do best: delivering quality footwear that’s fresh, playful, and incredibly comfortable.
What are you worried about for 2026?
Katie Pruitt: As with many businesses right now, we’re keeping a close eye on the ever-changing macro environment. Economic uncertainty and shifts in consumer sentiment are top of mind, and our priority is to stay flexible and close to the consumer. We want to make sure we’re continuing to offer products that not only feel good but also come at the right price.
What are you investing in and/or optimistic about for 2026?
Katie Pruitt: We’re investing in our wholesale partnerships. Strong, collaborative relationships will help us share our mission more broadly, continue to build our brand community, and create meaningful long-term connections with customers.
Anything else you’d like to add about 2025 or 2026?
Sanuk Vice President / General Manager Katie Pruitt: We’re heading into 2026 with real momentum. You can expect fresh takes on our core franchises, along with new product extensions that stay true to our DNA— comfort, sustainability, and fun!
