{"id":1732,"date":"2025-06-03T12:00:00","date_gmt":"2025-06-03T12:00:00","guid":{"rendered":"http:\/\/www.angesfinanciers.org\/?p=1732"},"modified":"2025-08-01T15:11:28","modified_gmt":"2025-08-01T15:11:28","slug":"superfeets-new-brand-identity-reclaims-performance-as-a-metric-and-a-mindset","status":"publish","type":"post","link":"http:\/\/www.angesfinanciers.org\/index.php\/2025\/06\/03\/superfeets-new-brand-identity-reclaims-performance-as-a-metric-and-a-mindset\/","title":{"rendered":"Superfeet\u2019s New Brand Identity Reclaims Performance as a Metric and a Mindset"},"content":{"rendered":"

Rebuilding a brand that has been in existence since 1977 is no small feat. Superfeet has carved its reputation in the performance insole category with a formula grounded in biomechanics and comfort. For the most-used, often abused part of our bodies, our feet, Superfeet believes that innovation is vital. So, this year the brand rewrote its own playbook. In partnership with New York-based design studio MLTI<\/a>, Superfeet has launched a sweeping rebrand that doesn\u2019t just update the logo, but rethinks what it means to support today\u2019s athletes and non-athletes alike.<\/p>\n

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Unveiled in New York City in May, Superfeet arrived with a bold new strategy and visual language, showcased alongside product innovation and an appearance from former Olympian Sanya Richards-Ross (and former housewife of Atlanta, iykyk). But more than a moment, this was a declaration: Superfeet is moving forward with speed, clarity, and a whole new kind of energy.<\/p>\n

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Inspired by the [Superfeet\u2019s] own testing labs, the new identity leans into a vernacular of performance, gridlines, x-ray overlays, dot matrices, and typographic notes that feel pulled straight from a biomechanical report.<\/p>\n<\/blockquote>\n

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MLTI, led by ex-Nike designer Kristen Shenk, developed the visual system. Inspired by the brand\u2019s own testing labs, the new identity leans into a vernacular of performance, gridlines, x-ray overlays, dot matrices, and typographic notes that feel pulled straight from a biomechanical report. The type system builds on this technical foundation: a bold, italic wordmark with unexpected curves evokes speed and softness in equal measure, while mono fonts and labeling motifs reference lab-tested credibility.<\/p>\n

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Central to the rebrand is the line \u201cPowered by Superfeet\u201d\u2014less a slogan, more a connective thread running through every touchpoint. The phrase elevates insoles from utility to unseen advantage, a recurring theme in the campaign\u2019s imagery. In one signature visual treatment, x-ray-style CGI reveals the product inside the shoe, transforming an invisible insert into a visual hook. <\/p>\n

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We made the unseen seen. It\u2019s about revealing the hidden tech that gives you the edge.<\/p>\n

Kristen Shenk, MLTI founder and creative director<\/cite><\/p><\/blockquote>\n

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The color palette introduces \u201cSuper Green,\u201d a vivid neon hue lifted from the brand\u2019s best-selling product, now turned brand signature. Paired with black, white, and soft neutrals, the palette balances tech-forward energy with modern restraint and approachability. <\/p>\n

Inclusive storytelling also embraces a broader definition of athleticism. While Superfeet\u2019s heritage is in sport, today\u2019s campaign features a range of movement-driven lives: marathoners, warehouse workers, nurses. A cinematic brand film, \u201cPowered by Superfeet,\u201d punctuates this shift with poetic narration and pulsing visuals. It\u2019s a tribute to what happens on your feet\u2014from \u201ctraining days\u201d and \u201ctwo-a-days\u201d to \u201cchasing your best self.\u201d<\/p>\n

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\u201cSuperfeet has always supported those who move,\u201d says Trip Randall, the company\u2019s CEO. \u201cThis is about speaking to that movement\u2014wherever it happens, however it looks\u2014with purpose and power.\u201d<\/p>\n

The refresh is strategic, but it\u2019s also deeply emotional. It asks what it means to be powered by something you can\u2019t see, but feel with every step. It\u2019s about reclaiming performance not just as a metric, but as a mindset.<\/p>\n

For Superfeet, this marks more than a design evolution, it\u2019s a full reorientation. \u201cTogether, we built a system that flexes with people\u2019s lives,\u201d says Shenk. \u201cThis brand had purpose and product. We just helped bring the energy forward.\u201d<\/p>\n

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The post Superfeet\u2019s New Brand Identity Reclaims Performance as a Metric and a Mindset<\/a> appeared first on PRINT Magazine<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Rebuilding a brand that has been in existence since 1977 is no small feat. Superfeet […]<\/p>\n","protected":false},"author":1,"featured_media":1734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"_links":{"self":[{"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/posts\/1732"}],"collection":[{"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/comments?post=1732"}],"version-history":[{"count":1,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/posts\/1732\/revisions"}],"predecessor-version":[{"id":1733,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/posts\/1732\/revisions\/1733"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/media\/1734"}],"wp:attachment":[{"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/media?parent=1732"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/categories?post=1732"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.angesfinanciers.org\/index.php\/wp-json\/wp\/v2\/tags?post=1732"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}