The Verdict: Superfeet’s new look redefines performance

About the work

Superfeet, the global leader in performance insoles, has unveiled a bold brand evolution in partnership with creative agency MLTI NYC, redefining its commitment to innovation and athletes. The comprehensive rebrand includes a new logo, packaging, motion design and a rallying brand message: ‘Powered by Superfeet.’

Launched at an exclusive New York City event with Olympian Sanya Richards-Ross, the refreshed identity combines biomechanical credibility with high-energy design, including CGI overlays and lab-inspired visuals. This transformation reclaims Superfeet’s performance roots while resonating with today’s athletes – from marathoners to construction workers – and showcases the brand’s ambition to power every kind of movement.

MLTI NYC’s design system leans into Superfeet’s scientific heritage, incorporating data-inspired graphics and technical typography, with a standout ‘Super Green’ colour rooted in the company’s most iconic insole. The new brand film captures the emotional essence of athletic pursuit, celebrating everything its audience do on their feet.

Trip Randall, CEO at Superfeet, says, "This brand refresh is about much more than a new look; it marks a new chapter in how we serve today's athletes. Superfeet has always been trusted by those who push limits. Now we're doubling down on innovation and performance to power every kind of athlete, wherever their pursuits take them."

Brian Rapp, former creative director, CountryMax Stores

In the world of athletic insoles, most brands, including Currex, Powerstep and Cadence, lean into the science. Now Superfeet is dialling up that techy look and message with a high-energy rebrand that brings the insole to the fore.

The Superfeet strategy of ‘revealing the unseen’ is smart. Specialty insoles are inherently hidden, so it’s an ingredient branding challenge. ‘Powered by Superfeet’ makes these insoles the engine of any shoe, and the turbocharger behind every exceptional performance. They’re not the first marketer to use ‘powered by…’ but it’s a logical, legitimate claim.

As for creative execution, leaning on the ‘brat summer’ super green makes sense since it’s already their most popular SKU. A loud, kinetic, attention-getter, it’s like a sports drink for your arches. Yes, ‘innovation’ is overused in every industry. Yet, it seems to work for Superfeet in the line ‘Revolutionary Underfoot Innovation.’ The brand film’s rhetorical rhythm is less dramatic and more real than what we expect from Nike or Adidas. It speaks to elite athletes, everyday people and, perhaps most importantly, retailers.

Ultimately, I think this rebrand is an upgrade with the potential to power Superfeet in this category for years to come.

Willow Hill, chief creative officer and co-founder, Scout Lab

The Superfeet rebrand by MLTI NYC is a bold and welcome step forward for a legacy brand ready to evolve. The visual identity feels clean and elevated, shedding the clinical performance look in favour of something more emotionally resonant. The custom typeface and dynamic use of the infinity loop signal a brand that sees movement not just as function, but as expression. That’s smart.

What’s particularly effective is how the brand architecture now flexes between high-performance and lifestyle without losing cohesion. The subtle nods to foot mechanics in the logo are clever without the gimmick, while the confidence and simplicity give the identity longevity with only one ownable pop of colour.

There is a clear throughline expressed from digital to packaging design here. There may be additional opportunity to extend that into how this brand may show up from a retail perspective. This would really assert a new era of form and feeling in footcare. The new Superfeet feels more human while simultaneously more technical and relevant – a balance that’s not easy to achieve.

Claudia Mark, head of creative, Agenda

As a particularly unathletic person, my experience with the Superfeet brand is limited – so as I dug into the company’s rich history and fresh rebrand, a few thoughts came to mind.

The new Superfeet identity is slick and sporty. Visually, it’s thoughtfully crafted in every detail – from the bold typography to the kinetic wordmark, it’s clear this is a brand engineered for performance. It strikes a smart balance between biomechanics and athletic aspiration. And if the goal was to appeal to a younger, more style-conscious audience, they’ve definitely checked that box.

But in pushing for polish, Superfeet lost some of its soul. The old brand had a weirdness – an unassuming quirky energy that, while dated, gave it a memorable charm. This new system plays it safer. The bright green nods to the past, but the rest feels optimised to fit the category, not challenge it.

Still, it’s a sharp evolution. Aesthetically, it works well. It just leaves me wanting one more unexpected move – something that would pull it away from its desired peers and make you raise an eyebrow.

Diego Barragan, design director, The Working Assembly

Superfeet’s rebrand by MLTI NYC makes a strong first impression. The identity is sharp, confident and clearly positions the brand around performance and innovation. The photography stands out, using circular portals to reveal the insoles is a clever solution for a product that’s otherwise hard to capture visually.

That said, the overall system leans heavily on familiar performance cues: grids, x-rays, monospaced type. While it communicates precision and science, it risks feeling cold and expected within the fitness and performance space. It nails the science but misses some of the human side. For a brand that supports movement across all walks of life like athletes, workers, everyday users, it could use more warmth and personality. Right now, it feels more lab than life.

The logo is a highlight. The way the ‘R’ wraps around the ‘F’ is a subtle but thoughtful nod to the product itself and its supportive role. Visually strong, the identity could benefit from a more human touch to reach beyond the performance space.