Superfeet | Sandal Launch | The Story



The Response

Another home run by you guys! We can’t wait to show this to our retail partners.

The Product

A revolutionary sandal aimed at the active sports market.

The Usage

The following usage was orchestrated by Superfeet, led by Michael Squarek:

  • Product Launch to build massive buzz across an entire industry
  • Premiered at one of the world’s largest trade shows, Outdoor Retail
  • Social Media Initiatives
  • In-Store Displays and Retail Education
  • Distributor Partner Education
  • PR Packages/ EPKs

The Challenge

How to explain why a sandal can be so different – and special.

Superfeet, the maker of the world’s premium insoles, was looking for a way to clearly differentiate their product to resellers and the general public. They needed something as edgy and exciting as the sandal they were bringing to market.

The Solution

Working with Superfeet’s Michael Squarek, director Chris Koser and writer/producer Chris Donaldson decided to pull out all of the stops to make the most of the sandal and the associated active lifestyle. From seaplanes to underwater shots, this project has it all.

The Shoot

Sandals are less about rubber and materials and more about a way of life. There’s no doubt you want to communicate the revolutionary new support system that was literally decades in the making – but you need to do this in a way that gives people an ‘A-Ha’ moment. So we spent three days capturing those moments that best fit the lifestyle: Active, fun, bold. The result? People love their Superfeet – and this film. Enjoy and share.


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