Momentum has seen a lot of success with notable footwear brands, including ECCO, Teva, Bogs, Forsake and more. For Superfeet, a heritage insole brand, we were faced with the unique challenge of landing PR coverage for this “invisible” yet essential piece of gear. How do you pitch stories and land meaningful and memorable coverage for supportive insoles that many people are using but that we almost never see? Answer: Solution Awareness. Momentum looked at Superfeet insoles as a solution rather than simply as a product. We crafted story angles around healthy feet, how to make shoes more comfortable, easing back pain for people on their feet all day, and seasonal pitches like running essentials, recovery, and trends, including upticks and surges in walking, running, and outdoor recreation. We pushed out news around key partnerships with major brands like HP, New Balance, and Brooks Running, as well as key specialty retailers like Fleet Feet. The result was a year-round, steady stream in top-tier outlets, both print and digital, that continued to increase year over year.