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As Superfeet approaches its 50th year, the insole maker is moving beyond its running roots. The brand is widening product lines, courting younger athletes, and reworking marketing to turn insoles into a mainstream sports performance and wellness tool.
From a lab in 1977 to a broader sports strategy
Superfeet began in 1977 inside a sports science lab and built a reputation on comfort and pain relief. Over decades the company became synonymous with running orthotics. Now executives want the brand to be associated with many sports and everyday foot health.
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Repositioning the brand
- New leadership with deep Nike experience is reshaping messaging.
- Logo and e-commerce updates aim to modernize Superfeet’s look.
- Marketing is shifting from addressing pain alone to highlighting performance.
Designing insoles for team sports and more activities
Product teams are extending technology into soccer, basketball, volleyball and football. The goal is to tailor support and cushioning for sport-specific movements.
- Sport-focused insoles to improve stability and reduce injuries.
- Cross-application: tech developed for elite athletes applied to everyday models.
- Plans to expand into occupational footwear for workers on their feet all day.
How Superfeet plans to find younger customers
To reach a younger crowd, the company is increasing influencer outreach and forming partnerships with student-athletes.
Creator and athlete partnerships
- Targeted creator programs on Instagram and TikTok.
- Collaborations with high-school programs and NIL deals at the collegiate level.
- Working with professional athletes across running and team sports to validate claims.
One recent effort included sponsoring a high school distance program, where athletes tested prototypes, produced content, and helped shape marketing assets. This grassroots approach aims to spark curiosity among other teams and local programs.
Retail footprint and e-commerce growth
Superfeet sells through specialty stores and online. Wholesale partners include running shops, while e-commerce is a growing channel.
- The company reports mid-double-digit growth online.
- Presence in specialty retailers like Fleet Feet and regional running stores.
- Plans to expand into larger footwear channels and improve self-serve purchasing.
Competition and market trends
The insoles category has attracted investment and new entrants. Comfort-driven demand since the pandemic helped fuel consolidation and tech innovation.
- OrthoLite was acquired in a high-profile deal valued at $770 million.
- Brands such as Dr. Scholl’s, Fulton and Aetrex are pushing into the space.
- Aetrex’s AI foot-scanning and retail partnerships show how personalization is rising.
Consumer barriers and education
Buying insoles can feel technical to shoppers. Superfeet acknowledges that customers may find the category intimidating.
- Education is key: explain fit, use cases, and benefits in simple terms.
- Field staff are being tapped to create social content from real consumer interactions.
- Positioning insoles as both pain relief and performance tools broadens appeal.
Long-term vision and product philosophy
Company leaders are betting that support and personalized fit should be a universal feature of footwear. They believe customizing shoe foundations can improve mobility and reduce injury risk for many people.
To push that idea, Superfeet is balancing retail expansion, targeted athlete programs, and continued product R&D. The brand hopes those moves will help insoles become a routine part of athletic and everyday footwear choices.
