Superfeet has a new look.
According to the performance shoe insoles brand, it has unveiled the “next evolution” of the company with a “renewed emphasis” on serving real world athletes.
The next chapter of the brand introduces a new logo, refreshed visual identity, and an updated marketing approach that “celebrates athletes who pursue progress across every arena, from courts and trails to job sites and city streets.”
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At its core is athlete-first messaging, unified under the guiding narrative “Powered by Superfeet,” a platform designed for collaboration and built to elevate real athlete stories, the company noted.
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Trip Randall, chief executive officer of Superfeet, said in a statement that the brand refresh is much more than just a new look. “It marks a new chapter in how we serve today’s athletes,” Randall said. “Superfeet has always been trusted by those who push limits. Now we’re doubling down on innovation and performance to power every kind of athlete, wherever their pursuits take them.”
To bring this new vision to life, Superfeet has tapped Olympic Gold Medalist track athlete and former “Real Housewives of Atlanta” star Sanya Richards-Ross to be a Superfeet athlete and partner.
“Performance isn’t just about crossing the finish line first,” Richards-Ross added. “It’s about showing up every day with strength, confidence, and heart. I’m proud to partner with Superfeet. They are a brand that supports the athlete in us all. From the track to running a business to chasing my kids around, Superfeet keeps me moving, powering my every step.”
In addition to its new look, Superfeet is set to launch new sport- and work-specific insoles later this year. These new products include the Run Pacer Elite line of trim-to-fit running insoles, the Sport Ultralight featuring with high-performance SuperRev foam and EVOLyte carbon fiber-infused arch support, the Puncture Resistant Support model that shields against sharp hazards, and the ESD Cushion for clinically proven support.
Founded more than four decades ago, Superfeet Worldwide emerged from the sports medicine division of Northwest Podiatric Labs and has become a leader in high-performance insoles. The company also donates 1 percent of sales and countless volunteer hours to initiatives that improve access to movement and sport for future generations.