Footwear Insight

The Shape of Things to Come BRAND PROFILE By Bob McGee C oncerned about the shape underneath people's feet for the past 40 years, employee- owned Superfeet is intent on taking the experience to another level. The Ferndale, WA, company, which began as the sports division of Northwest Podiatric in 1977, is intro- ducing custom 3D printed insoles in seven independent running shops this summer. The concept is expected to be expanded into other footwear channels over time as Superfeet management sees it "as a product for everyone." A scanning system called "FitStation" will enable customers of nine retailers – Fairhaven Runners (WA), Naperville (IL) Running, Gazelle Sports (MI), Santa Cruz Running (CA), Red Coyote (OK), Up and Running (Dayton, OH), Big Peach Running (Alpharetta, GA) and Potomac Running (Washington, DC) – to get their feet scanned in-store, go through a quick analysis on the spot and generate a file that can customize unique insoles for the left and right foot separately. The target retail price for this customized Superfeet ride will be approximately $150, with the ME3D insoles delivered directly to the cus- tomer or shipped to store for trimming and a fitting by store personnel. "(Insole) Shape is essential. When you're putting the forces that a runner puts on his or her feet, it allows them to do it longer, longer without injury and ultimately be more comfortable," says Eric Hayes, Superfeet's chief marketing officer. "When we look at athletic shoes, the ability to provide that proper under- foot support, shape and biomechanical principles haven't changed, but our ability to deliver it has." When Superfeet, led by president and CEO John Rauvola since 2013, wanted to take its insole shape message to another level with the game-changing 3D printing technology, it turned to Jabil, a global manufacturing services company based in St. Petersburg, FL, and software firm Radius. Jabil provided its specialized knowledge in traditional and additive manufacturing to streamline the intro- duction of 3D printing and improve warehousing and supply chain. Radius, using its digital prototyping capabilities, generated 40 prototypes in four months during the development cycle. "We talk a lot about performance in terms of runners and triathletes, but shape underneath the foot is not limited to it," says Hayes, citing testimonials the company has received ranging from grandmothers to elite Olympians. "Shape underneath the foot and the comfort and injury prevention that comes from that is universal." While the 3D printed insole project has consumed the Superfeet team for much of the past year, the company has undertaken a number of other growth initiatives. These include further build- out of the senior management team and entering the shoe business, first with sandals in 2016 followed by closed toe footwear this year. In May, Superfeet hired former 15-year Pearl Izumi veteran Chuck Sanson as its director of business development to create strategies and growth initiatives for its digital products. He joins a team that, besides 30-year industry veteran Rauvola and Hayes, includes Dave Howard, COO, and Mike Houser, VP–U.S. sales. Initially, Superfeet's footwear offerings, ranging in retail price from $60-130, will be relegated to the brand's core retail partners. But eventually distribution will be expanded. Hayes describes the products – six sandals and 12 shoes – as "built from the inside out" with a devel- opment focus on the foundational shape underneath the wearer's foot before wrapping the upper materials around that shape. The shoes are sourced in China, but approximately 40 percent of their insoles are produced in Ferndale. O "We talk a lot about performance in terms of runners and triathletes, but shape underneath the foot is not limited to it." Left to right: Sleek ME3D insole packaging from Superfeet; Superfeet FitStation, a scanning system for select retailers; Superfeet ME3D insole. Podcast: Listen to an interview with Superfeet's Eric Hayes at sportsinsightextra.com/podcast.html 28 • Footwear Insight ~ July/August 2017 footwearinsight.com

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