Brand Tone

Scientific, Educational, and Encouraging.

Brand Values

• •Natural Human-Centric Design
• •Health and Well-being
• •Innovation and Performance
• •Ethical Responsibility

Best Practices

• •Lead with the "Why": Always start with the core philosophy—that the human foot is brilliant and running should be natural. Technical features should always serve as proof of this philosophy, not as the main selling point.
• •Use "You-Centric" Language: Frame benefits around the customer's experience and empowerment. Instead of "Our shoe has an innovative sole," use "Your stride becomes more efficient with our innovative sole." This aligns with their encouraging tone.
• •Balance Science and Simplicity: Use technical terms like "biomechanics" and "kinetic energy" to build authority, but immediately explain them in simple, benefit-driven language. For example, "...which helps convert the energy from your stride into more powerful forward movement."
• •Embrace the "Underdog" Narrative: Position the brand as a thoughtful alternative to the mainstream market. Use language that suggests a return to common sense and a departure from industry gimmicks. This appeals to discerning customers looking for an authentic solution.
• •Focus on the Feeling of Liberation: The ultimate promise of FEET shoes is freedom—from pain, from unnatural movement, and from bulky footwear. Copy should evoke feelings of lightness, strength, and connection to the ground, reinforcing the idea of running "as nature intended."

Social Perception

Positive: Customers seeking solutions to running pain perceive the shoes as effective and well-made. Neutral/Invisible: To the broader running community, the brand is largely unknown due to its niche market and limited marketing, positioning it as a specialized, 'insider' product for those dedicated to natural running principles.

Copy Examples

• •Stop fighting your feet. The Evo+ is engineered to work with your body's natural wisdom, not against it. Featuring a re-engineered midsole that supports your foot's biomechanics, it allows for a natural midfoot strike that turns your own kinetic energy into efficient forward motion. Experience running as nature intended. Feel the difference, not the shoe.
• •We didn't set out to reinvent the shoe; we set out to remember the foot. Our philosophy is simple: the human body is the perfect running machine. Shoes don't run, feet do. That's why every pair of FEET is designed in Finland with one goal: to support the natural, powerful mechanics of your stride and let your feet do what they were born to do.
• •Is runner's knee holding you back? Your shoes might be the problem. Traditional cushioning can alter your natural stride, causing injuries. FEET shoes are different. By promoting the foot's natural movement, they help your body correct itself. Run pain-free again.
• •Your Body is Wise. Are Your Shoes?
• •Why 'More Cushion' Isn't the Answer: The Science of Natural Running Biomechanics