A complete brand refresh, with new logos, insoles, and a partnership with Sanya Richards-Ross
To mark a new chapter in athletic insole performance (and style)
Superfeet’s new branding is live now, with new insoles coming later in 2025
You know Superfeet, I know Superfeet, we all know Superfeet. And, if we know anything else, we know it’s hard to make an insole sexy. I mean, being the piece of material that goes into a running shoe and lives underneath a hot, sweaty foot is a hard enough job, and now you want it to have style, too?
Well, if you’re Superfeet, then yes, but it doesn’t feel like a vanity project. Instead, the nearly 50-year-old insole company has decided its top-to-bottom brand refresh is more of a chance to “get with the times” than anything else.
When Superfeet first started as a division of the Northwest Podiatric Laboratory in 1977, Nike barely existed. Onitsuka Tiger still held a strong presence on the feet of American runners, and Katherine Switzer had only become the first woman to run the Boston Marathon a decade earlier. So, I guess you could say the brand has seen almost every running milestone worth seeing. So, it was time to modernize.
To do so, the team at Superfeet cooked up a new logo, a modernized overall look, and decided to double down on the stories of everyday athletes who use its products. It’s flying under the slogan, “Powered by Superfeet,” and doing so with a bit of help from Olympic gold medalist Sanya Richards-Ross, who, yes, uses Superfeet whether she’s acting as a mom, a broadcaster, a runner, or a businesswoman — all things that can put a hurting on your feet.
Of course, athletes partner with brands all the time, but Richards-Ross brings something a little different to the table: A desire to reimagine performance itself. Rather than focusing on Superfeet as a vessel for crossing the finish line first, Richards-Ross touted the brand’s motivation of “showing up every day with strength, confidence, and heart, ” continuing, “they are a brand that supports the athlete in us all.”
And hey, when that support comes from the bottom of your feet, I guess it’s pretty literal.
The other key piece of Superfeet’s top-to-bottom refresh is its lineup of brand-new insoles. According to Superfeet, it’s focusing on new “sport and work-specific insoles, engineered for athletes who demand everything from their gear, and from themselves.”
Those new running insoles include:
Two work-focused options are also on the way for late 2025, providing puncture-resistant support and electrostatic dissipative protection if you need a little more Superfeet in your life.
If you want to check out the brand-new Superfeet rebrand for yourself ahead of the new product launches, you can already do so (and pick up existing insoles) at the button below:
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Could you provide more content on insoles? I have low arches but supinate like a champ…need all the help I can get.
But when I research which brand or type of insole works best for a certain shoe there is nothing available. For example, I have found Currex generally work well with Superblast 2, Superfeet with Puma Deviate Nitro, but not the other way around. A lot of pricey trial and error…