# Why Superfeet Rebuilt Their Brand Around Emotion

Page: https://stenobird.com/podcast/backcountry-marketing-1042646/why-superfeet-rebuilt-their-brand-around-emotion
Text version: https://stenobird.com/podcast/backcountry-marketing-1042646/why-superfeet-rebuilt-their-brand-around-emotion.md
Podcast: [Backcountry Marketing](https://stenobird.com/podcast/backcountry-marketing-1042646)
Published: 2025-07-30T10:00:00+00:00
Episode link: https://brandstory.libsyn.com/why-superfeet-rebuilt-their-brand-around-emotion
Audio file: https://traffic.libsyn.com/secure/brandstory/Mike_Donnelly_audio_episode_.mp3?dest-id=1418285
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JSON: https://stenobird.com/v1/public/podcasts/backcountry-marketing-1042646/episodes/why-superfeet-rebuilt-their-brand-around-emotion
Duration seconds: 2536

## Resource

What happens when a legacy brand decides to go back to its roots while completely reimagining what it stands for? Mike Donnelly , VP of Marketing, at Superfeet shares the behind-the-scenes process of repositioning Superfeet from a product people don't see to a brand people feel. We talk about why "Performance Amplified" became the rallying cry, how to build emotional resonance around an invisible product, and the surprising lessons they learned when media and consumers didn't react the way they expected. About: This podcast is produced by Port Side , a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show? Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here. Patreon | Want to support us financially?

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## Transcript

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