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Press Releases

Superfeet Redefines Company Mission to Make Way for the Future

100% ESOP brand looks beyond the insole to deliver its legendary support and comfort to more people in more ways

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FERNDALE, Wash. (April 24, 2018) – As industry and consumer demands change, Superfeet demonstrates how a brand, more than four decades old, increases relevance over time while staying true to its roots and culture by introducing a new mission that leads its way to the future.

“To us, staying ahead of consumer expectations by constantly evaluating and redefining how we deliver Superfeet shape is business as usual,” explains John Rauvola, Superfeet CEO “We believe it is how we do business, not just what we make, that sets us apart.”

Following this philosophy, Superfeet, a 100% employee-owned company, has grown more than 40% in sales in the last five years and added 30 new full-time positions, tripling the volume of its Ferndale manufacturing facility. The brand’s commitment to process improvement, automation, and moving production back to the U.S. has sparked sustainable growth—98% of assembly and manufacturing and 100% of distribution now comes from their Ferndale, Washington facility, which Outside magazine routinely ranks as one of America’s best places to work. They see these wins as foundational for future success.

“We continue our unwavering commitment to providing extraordinary comfort and support” says Rauvola. “And as material and technology innovations progress we look beyond orthotics for ways to bring our legendary shape to more people in more places.”

View: Superfeet brand video

In the coming months, the brand will assume the manufacturing of their own 3D printed insoles, and will release the ME3D Recover, the custom recovery slide; both will be produced in a brand new state-of-the-art footwear manufacturing facility next door to its headquarters, which Superfeet has invested heavily in. To that end, the 41-year-old industry mainstay is expanding its mission from “providing orthotics of exceptional value” to one that opens the doors for Superfeet to re-imagine the way it shapes strong foundations for healthy movement.

“As an employee-owned company we have immense excitement and pride for our work. Having a culture where our team embraces our mission with a clear understanding of why we do what we do, and a flexible approach on how we do it is essential to achieving our goals. When our employee owners win and our community is healthy, success with consumers will follow” added Annie Howard, Director of HR for Superfeet, reinforcing Superfeet’s purpose to positively impact the world by shaping strong foundations.

ABOUT SUPERFEET: For more than 40 years, Pacific Northwest-based Superfeet has been creating innovative products featuring the highly-regarded Superfeet® shape, helping millions of people worldwide experience unparalleled comfort, pain relief and performance. Best known for their wide variety of over-the-counter insoles, the company now offers a full line of comfort-focused footwear built from the insole out. Today, through the latest advancements in 3D-printing technology, Superfeet is taking insoles and footwear from mass-produced products to individualized, made-for-you solutions. A 100% employee-owned company, Superfeet gives 1% of sales and countless volunteer hours to help others shape a strong foundation for a healthy future. For more, visit