Superfeet Footwear Launch Campaign!
We had the pleasure of stepping behind the lens for another Superfeet footwear shoot this fall. We trekked up to Bellingham, WA for a day trip with some dogs, some cameras, and the best damn crew around to hang out over beach vibes, hammocking, coffee and more. Thanks to Amy and the wonderful Superfeet staff that came out to model for us!
Bringing Superfeet’s First Footwear Line to Life
Superfeet has long been synonymous with premium insoles, revolutionizing comfort and support in footwear. This fall, they took an ambitious leap forward by introducing their first-ever footwear line for men and women, built from the inside out around their signature insole technology. To support this milestone launch, Superfeet partnered with We Are Unicorns to capture the essence of their new collection through a lifestyle photography campaign.
Creative Direction & Execution
Our mission was to translate Superfeet’s core values—comfort, performance, and style—into an engaging visual story. To achieve this, we took a dynamic, real-world approach, placing the new footwear line in action. The shoot took place in Bellingham, WA, featuring the outdoors as a natural backdrop to highlight the versatility of the shoes. With a blend of beach vibes, hammocking, coffee breaks, and adventure-ready styling, we crafted imagery that aligns seamlessly with Superfeet’s brand identity.
Campaign Highlights
On-Location Lifestyle Photography: Captured real moments with real people—including Superfeet’s own staff—to maintain authenticity.
Product Focus: Showcased the footwear’s construction, materials, and fit in dynamic, everyday settings.
Brand Storytelling: Integrated the heritage of Superfeet insoles, emphasizing how these shoes are designed from the inside out for unparalleled comfort and performance.
The Product: Engineered for Comfort & Performance
Superfeet’s footwear launch introduces six sandal and twelve shoe designs in its spring collection, with a fall collection featuring eleven additional designs. The unique approach starts with their signature Supercork™ insole, a cork-and-EVA hybrid that conforms to the foot over time, providing flexibility, resilience, odor resistance, and insulation. Each shoe is structured around this insole, ensuring that Superfeet’s decades of expertise in foot support translate seamlessly into their first complete footwear offering.
Key product details include:
Two style categories: Comfort Casual (roomier fit) and Crafted Sport (athletic fit).
Materials: Premium leather and mesh uppers for durability and breathability.
Outsole Design: Lightweight, flexible, and durable, engineered to support all-day movement.
Retail Pricing: Ranges from $120 to $170.
Why This Campaign Matters
For Superfeet, launching a footwear line is more than just expanding their product offerings—it’s about reinforcing their position as industry leaders in comfort and fit. Our campaign not only provided them with visually compelling assets for their website and social media but also helped create a launch narrative that resonated with their loyal customer base.
The Impact
The campaign rolled out across Superfeet’s digital and social platforms, generating excitement for the new line and driving early engagement. By leveraging authentic lifestyle photography, we helped Superfeet bridge the gap between their trusted insole reputation and their evolution into a full-fledged footwear brand.
Conclusion: Your Go-to-Market Partner
At We Are Unicorns, we don’t just take photos—we help brands tell their stories. Whether it’s launching a new product, creating immersive brand experiences, or developing a full-scale go-to-market strategy, we thrive on bringing ideas to life. Superfeet’s footwear launch is a testament to how powerful the right creative execution can be in building excitement, driving engagement, and ultimately, supporting a successful product debut.
Interested in partnering with us for your next big launch? Let’s make it happen.
Check out the new footwear line and social campaigns on their website and social!
