Superfeet doubles down on innovation and performance in redesign

Superfeet has launched a bold new identity and brand platform in collaboration with New York studio MLTI NYC, repositioning the insole leader around performance, innovation and emotional resonance. The challenge was to evolve beyond legacy comfort cues and re-establish the brand’s athletic credibility in a competitive, future-facing market. MLTI NYC delivered a dynamic visual system grounded in biomechanics – combining lab-inspired design, energetic motion graphics and a striking new logo – all unified under the empowering rallying cry ‘Powered by Superfeet’.