Why Superfeet

We believe in human potential. The capacity in all of us to achieve more than others expect. It's in this spirit we make insoles and footwear to help in the pursuit of the unexpected. Because when you believe anything is possible, nothing should hold you back.

TESTIMONIALS

THE SCIENCE BEHIND OUR PRODUCTS

Based on the principles of podiatric medicine, Superfeet’s shape, design and manufacture have set the standard for support and earned over 40 U.S. and International patents along the way. Superfeet insoles help adapt the flat, 2-dimensional midsoles of your footwear to your 3-dimensional foot. The distinct Superfeet shape helps to stabilize the foot, while the deep, structured heel cup and full-length foam provide support and comfort.

Our Story

1962: Superfeet founder, Dennis Brown, meets Dr. Bill Pozer

Dr. Pozer introduces Dennis to the emerging field of custom orthotics and sponsors his study at the California College of Podiatric Medicine.

1962-1964: Dennis starts making custom orthotics for amputees' ski boots

At a ski shop, Dennis started custom-fitting amputees with orthotic devices inside leather ski boots, giving crucial education and insight into dynamics of fit and function.

1964: Dennis purchases Northwest Podatric Laboratory in Lynden, Washington

The Lab is the R&D playground for Dennis’ inventive mind. He developed a knack for casting molds and producing product, and quickly discovered new and better methods for doing both.

1965: Dennis and Chris meet

After crossing paths several times, the two finally stop to talk. Hours later, the conversation had turned into a friendship and marked the beginning of their professional collaboration.

1974: Chris joins the Lab as Dennis' partner

Over the next 40 years, Dennis and Chris champion podiatric biomechnaics, pioneer new concepts and develop innovative materials in the field of sports medicine.

1976: Dennis begins consulting with Sven Coomer product manager and boot designer at Nordica

Dennis develops the boot expander. It's the start of the Lab's Sport's Medicine Division's stellar reputation to enhance fit and performance for high profile athletes.

1977: Superfeet launched as Superfeet In-Shoe System

Superfeet was started with a promise: to create a first class product with as much medical knowledge could be built into it – something that could truly, affordably, help people. That promise holds true today.

1978: The Educated Approach

In the late ‘70s, no one knew about orthotic insoles. Simple, effective training was crucial for retail staff to be successful. Chris, Dennis and Sven developed an early education program to offer as a clinic.

1979: The Insta-Ski-Thotic hits the slopes

To the delight of skiers everywhere, the breakthrough Insta-Ski-Thotic technology helped boot fitters craft custom orthotics in 40 minutes—rather than 6 weeks for a typical custom orthotic—using Superfeet's iconic Fit Center chair.

1979: Bauer Hockey Supreme 100

Dennis begins consulting with Bauer Hockey product manager, Randy Curran. The result was the Bauer Supreme 100, the skate that revolutionized the way players considered the fit and feel of their boots.

1980: First Trim-to-Fit insole, SoftRunner, Launched

The first biomechanically correct insole, the SoftRunner, which became the GREEN, our biggest seller and the insole that launched an industry.

1981: Randy Becomes a Partner at Superfeet

A deep mutual respect developed among Dennis, Chris and Randy while working on the Bauer Supreme 100. Dennis and Chris invited Randy to become a partner and bring his insight and perspective on the sporting good industry.

1982: Johnny Walker joins Superfeet to translate Dennis & Chris' designs into steel

Johnny, a specialist in footwear manufacturing and injection molding, captured each Trim-to-Fit insole's distinct shape and design for mass-production without compromising quality.

1985: Superfeet Canada Established

Canadian distribution played a key role in building Superfeet's reputation with ski customers in Vancouver and Whistler, BC.

1986: A Focus on the Medical Market

Established the Superfeet Medical Division with dedicated staff, support materials and packaging.

1987: Lynette Zeigler joins Superfeet as Office Manager

Lynette worked to develop the Customer Care team, and then supervised a highly efficient shipping operation. In recent years, Lynette handed off a number of her duties and became VP of Finance.

1988: Jeff Gray joins Superfeet

An avid skiier, Jeff has been passionate about Superfeet from a young age. He crisscrossed Canada and the USA, conducting clinics on a shoestring budget. The overwhelming, positive reaction from customers was its own satisfaction.

1988: Randy goes to Canada

Randy becomes the general manager of Superfeet Canada to focus on ski, sports and health care markets.

1990: Scott Dohner joins as Manager of Superfeet, U.S.A

With a successful track record of turning small, struggling organizations into thriving operations, Scott was ready for his next career move.

1990: Scotty Henderson and Wayne Johnson join Superfeet

Sales representatives with a crazy passion for Superfeet, Scotty and Wayne worked through those early, difficult days. They're recognized for doing much of the hard work to establish Superfeet and the insole category.

1993: Trim-to-Fit Program Launched

A critical point in Supefeet's history. The program was very expensive and came with tremendous risk, but it signals the moment the brand started to gain wide recognition in the outdoor and sporting industries.

1993: Superfeet moves to Ferndale

Growth due to the Trim-to-Fit program required more space. Superfeet moved a couple miles South to Ferndale, Washington.

1994: First Superfeet University

Superfeet moved to its Ferndale location. Jeff set up a dedicated training area with a workbench, tools, and custom and Trim-to-Fit products—dealers now came to him. The visits and the classes have set the standard for educating retail partners.

1995: Phil Oren FitSystem Workshops introduce Superfeet to a New Audience

Phil Oren’s belief in Superfeet inspired REI’s footwear and accessories buyer to visit our booth at the 1995 Outdoor Retailer Show—and to place their first order.

1995: First Overseas Order Shipped to Impact Trading in Japan

Takao Yokozawa became the longest-standing and largest international distributor, exclusively selling Superfeet products. The relationship is stronger than ever with Impact Trading sales increasing year after year.

1996: Superfeet In-Shoe Systems Inc. becomes Superfeet Worldwide Inc.

Dennis, Chris, Randy and Scott change the company's legal name to better reflect the new worldwide market reach.

2001: Not Just for Boots

Superfeet introduces Footnotes for dress shoes. The new 3/4 insoles for designer dress shoes and high heels help move Superfeet beyond the active, skiing and outdoor markets.

2005: Bill McClean becomes Superfeet President

An old friend of Randy's from their days together at Bauer, Bill was looking for his next move after leaving Brine, a soccer and lacrosse company. Bill arrived at Superfeet with the know-how to lead the development of their new in-house sales group.

2006: Superfeet Starts an Employee Stock Ownership Program

The partners decide the best way to preserve the company and its culture for future generations is to sell Superfeet to the employees. Now with 50% employee ownership, Superfeet continues to build value and plan for the road ahead.

2007: Guided by Core Values

Superfeet completes a company wide initiative to establish defining principles to guide the character and behavior of the company.

2008: Outside Magazine ranks Superfeet as One of the Best Places to Work in the US.

 

2010: Outside Magazine again ranks Superfeet as one of the best places to work in the U.S.

 

2011: Superfeet moves into a new 50,000 sq. ft. building in Ferndale.

 

2011: Superfeet launches the FLP - first ever patented suspension system with built in orthotic

 

2012: Superfeet Worldwide UK is established in Edinburgh, Scotland

Superfeet Worldwide UK is established in Edinburgh, Scotland as the first wholly owned subsidiary outside of North America.

2013: John Rauvola takes the reins

John Rauvola joins Superfeet and becomes the new president.

2013: A whole new look

After nearly two years of planning and preparation, Superfeet unveils a whole new look - packaging, trade show booth, secondary brand iconography and a completely redesigned website.

2013: CARBON arrives

Breakthrough design combines the strength of EVOLyte™, our new carbon fiber and blended polymer material with ultralight foam to create the most innovative, high performance Superfeet insole ever.

At Superfeet, our goal is to produce a product and cultivate an environment that creates a positive difference in all the lives we touch.

 

The cornerstone of our culture is a commitment to behave ethically, honestly and courteously, always striving to do what is right.

Footnotes

The human foot was designed to adapt to uneven, natural terrain, yet our world has become flatter, harder, and less natural thanks to man-made surfaces, like concrete sidewalks, tile floors, and paved roads. For your foot, it’s exhausting. The unique Superfeet insole shape compensates for harder surfaces, and adapts the two-dimensional midsoles built into today’s shoes for a better fit. Learn more about conditions that affect your feet.

Fit Profile

We want you to have the best insole experience. So we’ve made a system to help you pick the right insole and find the proper fit for your footwear.

FIT PROFILE describes the feel of the insole’s shape under the foot and heel.

  • Low profile is our most accommodating shape and provides support for the widest range of foot types.
  • Medium profile is our intermediate shape and provides basic support for most foot types.
  • High profile offers the most shape and provides maximum support for most foot types.

VOLUME describes the amount of room needed in the shoe for the foot combined with the insole to fit properly.

  • Low volume fits in the widest range of footwear, including tight-fitting styles without re-movable insoles.
  • Medium volume fits in most styles of footwear, including styles without removable in-soles.
  • High volume fits in roomy footwear with removable insoles.

FITS BEST IN lists the types of footwear the insole was designed for.