Industry News 3/15/2016

Superfeet Welcomes Linda Balfour as Global Director of Marketing

The leading insole company in the active lifestyle and outdoor markets, Superfeet welcomes Linda Balfour as their new Global Director of Marketing. This hire comes in conjunction with the brand launching some of its most exciting product in its 39-year history. Most recently, Superfeet launched insoles designed for hunting and lifestyle footwear and this spring, will welcome their biggest launch to date: the Outside sandal. Now customers will be able to retain the support and comfort that Superfeet is known for while wearing filp flops. To help the brand grow its recent and future brand initiatives, Superfeet is building its marketing expertise by welcoming Linda Balfour to the team. Balfour is most notable for her decade-long career in the marketing department at KEEN Footwear. Over her ten-year course there, she did everything from oversee their field services, retail education, giving program and brand strategy and media.
“When I started at KEEN,” says Balfour, “it was a smaller brand with a large vision. I see a lot of the same thing at Superfeet. There is a lot of energy and fresh thinking, making room for growth and category expansion. I’m excited to bring the skills I learned at KEEN, like reaching new consumer categories, launching new product lines, to Superfeet.”
Balfour has been a Superfeet customer for years, touting that she already wore the brand’s insoles in her casual shoes, her ski boots and her cross-country ski boots long before considering employment with them. Her lifestyle is akin to the active lifestyle that the brand is passionate about—Balfour is into trail running, mountain biking, yoga, skiing and surfing. “We are excited about having the water in our front yard, Mt. Baker in our back yard and Whistler as our neighbor,” says Balfour, of moving from Portland, Oregon, to Bellingham, Washington with her husband and dog.
But beyond an idyllic location, Superfeet has the kind of attributes she looks for in a place of employment: “The brand has really great values, an amazing, proven product, and an exciting vision for what the future holds,” says Balfour, “That’s the trifecta when it comes to the kind of place I want to work.”
“We’re honored to have Linda Balfour as our new Global Director of Marketing,” says Eric Hayes, Superfeet’s Vice President of Marketing and Product, “She’s known in the industry as being an inspiring leader and an enthusiastic and talented marketer. I look forward to her joining the Superfeet family and setting her skills to launching new products with us like the Outside sandal.”
Balfour has a deep understanding of the footwear market, but most importantly, she’s known for being a strategic and clear-minded marketer. “It’s all knowing your consumer and keeping their needs top of mind,” says Balfour, “Superfeet gives consumers the flexibility to customize their favorite footwear by providing shape underfoot, ultimately allowing them to do more of the things they love in comfort. I’m thrilled to be a part of the team that will propel Superfeet into its next decade.”