Superfeet Celebrates New Direction
On May 6, 2025, Superfeet welcomed journalists, creators, retailers, industry leaders, team members, and one very special guest to an exclusive event in New York City unveiling the future of the brand. Attendees previewed the new brand direction and were some of the first people in the world to get a hands-on preview of upcoming insoles engineered to power athletes in new and impactful ways. The event also included keynote presentations from Trip Randall, CEO, Matt Gooch, VP of Product and Innovation, and Mike Donnelly, VP of Marketing, who had the privilege of welcoming Olympic gold medalist Sanya Richards-Ross to the Superfeet team.
A Bold New Look
The future of Superfeet was on full display at the event. Even passersby got a glimpse of the new logo and brand direction from the sidewalk thanks to full-size window decals. Inside the cavernous space, multiple creative exhibits told the story of the brand and showcased new technologies and product innovations. From 3D printers and foot scanning tech to new ultralight insoles displayed in a box of feathers and puncture resistant insoles above a bed of nails, there was no denying the excitement in the air for major product launches and fitting solutions coming soon.
Welcome Sanya Richards-Ross
One of the most exciting moments of the event was the partnership announcement welcoming four-time Olympic gold medalist Sanya Richards-Ross to the Superfeet team. Sanya is the perfect embodiment of the future of Superfeet both because of her incredible accomplishments on the world stage and in her current role as entrepreneur, broadcaster, and mother.
“Performance isn’t just about crossing the finish line first. It’s about showing up every day with strength, confidence, and heart,” Sanya noted. “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 with purpose and power every step of the way.”
Powering the Athlete in You
As Sanya touched on, one theme throughout the event was the idea of powering the athlete in everyone, whether you’re going for gold, working a double shift, or hustling across your city. Your field of play could be a baseball diamond, a factory floor, or the sidewalks and subways connecting where you are now to where you want to be. However you make moves, you’re an athlete, and every step is vital. Our vision for the future centers around powering you forward. As Superfeet CEO Trip Randall said in his opening remarks, “Everything we do begins with the athlete.”
And we’re just getting started.