For Every Runner

Run specialty insole leader Superfeet is making big changes this year, including updating all packaging and changing almost every product name across the more than 30 insole styles the brand sells. Running Insight talked with Matt Gooch, Superfeet VP of Product & Innovation, to learn more.

Why make these updates?

Superfeet’s updated product names and packaging better serves the demands of ever-evolving retail environments, making it easier for new sales staff to recommend the right products and providing a clear path for unassisted shoppers to understand how each Superfeet product will fit and feel under the foot, and how it will fit in the shoe. The changes provide consistency across the Superfeet product line and easy differentiation between styles, and they set Superfeet apart as the insole brand for all types of consumers.

How does the new packaging help tell the story?

New product names provide a direct indication of what the insole does and how it can be used. Both the product names and packaging follow a consistent formula driven by the most frequently asked questions during the insole fitting process: What can I use the product for? What does the product do for me? How will it fit? How will it feel?

How does this impact the product names?

The new packaging clearly communicates the fit, feel and experience of each style while showcasing the values and authority of the Superfeet brand. Superfeet set out to make its packaging easy to understand and inclusive, mixing biomechanical science and personality to invite more people into the brand. Validation from extensive consumer testing indicates that this updated packaging appeals to all types of runners — from those just starting out to seasoned marathoners.

How do these changes impact Superfeet running-specific insoles? While our products have not changed, this update helped us streamline and better communicate the full spectrum of Superfeet styles to fit every runner. Among our running-specific insoles, runners can choose whether they prefer the structured, more responsive feel of EVOLyte® carbon fiber-based insoles in our Run Support insoles or the flexible support of our Run Cushion insoles. With the addition of our new Run Cushion Medium Arch product, available for booking now, we have the most wellrounded product offering in the industry, to meet the needs of every shopper that comes through your doors.

What’s next in 2023 from Superfeet? Get Superfeet shape under more feet! We are on a mission to be the essential, life-changing shape under every foot. With these updates, we can help more people discover and enjoy Superfeet, removing barriers that may prevent them from being active, comfortable, and confident on their feet. And when that happens, people can do more of what they love and live happier, healthier lives.

Cushion Medium Arch

All the bene ts of signature Superfeet shape with soft underfoot cushioning and exible support, now available in three different arch heights to t every runner.