Beyond the Insole: Purposeful Leadership at Superfeet
When I joined Superfeet Worldwide Inc. in 2016, I stepped into a company with an exceptional product and a deeply rooted mission. Known for delivering biomechanically sound insoles trusted by athletes, medical professionals, and everyday adventurers alike, Superfeet was more than a product company—it was a brand with an ethos centered on helping people live their best lives. My challenge was to evolve that story, expand brand reach and bring its purpose to the forefront in a rapidly changing marketplace.
Earning Trust in a Shifting Industry
The footwear and running industries were in the midst of significant change when I joined the brand. The growth of direct-to-consumer models, increasing demand for personalized products, and the rise of socially conscious consumer behavior were all reshaping expectations.
At Superfeet, we had a unique opportunity: we weren’t just selling insoles—we were supporting movement, performance, and well-being. As Global Director of Marketing and later Vice President of Marketing, I worked to sharpen our positioning and bring more strategic clarity to how we showed up in-market. That meant evolving our messaging, refreshing our creative, simplifying our positioning and building scalable campaigns rooted in both performance benefits and emotional connection.
We also pushed into new frontiers with 3D-printed, personalized insoles—a leap that aligned perfectly with the growing appetite for tailored, tech-forward solutions in the athletic and wellness categories. Marketing a new category meant educating consumers, aligning internal stakeholders, and introducing innovation without alienating long-standing customers. It was a strategic balancing act, and one I was proud to lead.
Collaborations That Respected Craft
One of the most energizing aspects of my work at Superfeet was spearheading brand collaborations with iconic partners like Red Wing Shoes and New Balance. These weren’t superficial partnerships—they were true product and brand integrations built around shared values: quality, craftsmanship, and a commitment to helping people move better through the world.
Each partnership came with its own strategic nuances. With Red Wing, we brought comfort and support to an audience that works on their feet all day. With New Balance, we aligned around performance and innovation. These projects required tight cross-functional coordination, from product development and sales enablement to retail storytelling and launch planning. They also reminded me of the power of brand alignment done right—when two brands come together to create something more meaningful than either could alone.
Purpose in Action
One of the reasons I was drawn to Superfeet—and was committed to its mission—was its ongoing dedication to social impact and community investment. As an employee-owned company, purpose wasn’t just a campaign at Superfeet—it was the infrastructure. It is alive in how we made decisions, supported our teams, and showed up in the world.
A recent highlight was our participation in the Running Industry Diversity Coalition, a program created to make the running industry more equitable, inclusive, and diverse by dismantling barriers and creating access for underrepresented communities. Being part of this work underscored a belief I’ve carried throughout my career: marketing isn’t just about visibility—it’s about voice. Whose stories are being told? Who’s at the table? How can we use our platforms to elevate others?
At Superfeet we also backed our values with action: donating 1% of annual sales and over 1,000 volunteer hours each year to nonprofit organizations. As a marketing leader, it’s deeply rewarding to tell stories that aren’t manufactured—but that reflect the genuine DNA of the brand.
What I Bring Forward
My years at Superfeet have shaped how I operate a consultant and fractional marketing partner. I've seen firsthand how a clear sense of purpose, when combined with strategic focus and operational discipline, can help a brand stand out—even in a crowded or commoditized space.
I now help emerging and scaling brands:
Define and activate their brand purpose
Structure their teams and agency partnerships for efficient execution
Build seasonal plans that drive both storytelling and sales
Superfeet has been more than a chapter in my resume—it was a proving ground for how marketing can be structured, soulful, and scalable all at once. And that’s the kind of intention I bring to every client engagement.