Recovery footwear brands, long popular with athletes like runners and basketball players, are tweaking their messaging to better market to the masses and increase education around their products.
Recovery footwear, also known as post-workout or post-activity footwear, is a type of footwear designed to help one’s body recover from high-intensity exercise. Recovery shoes often have extra cushioning and breathable materials that help support feet and ankles and allow muscles to relax. They are sometimes used for relief from plantar fasciitis and other conditions. And unlike performance footwear, recovery footwear is most typically worn after — but not during — a workout. As Darren Brown, head of marketing at the footwear brand OOFOS, put it, recovery footwear is “for the other 22 hours of the day when you want your body to be at its best.”
Recovery footwear is now carried by major brands including Nike and Hoka, and it’s become a go-to for athletes pounding the pavement. The words “recovery footwear” remain relatively unknown to many everyday consumers. However, in a trend that began during the pandemic, consumers are looking for comfortable and supportive shoes, and recovery footwear fits that bill. To reach more people, recovery footwear brands are often adjusting how they talk about and promote their products to help their products inch toward the mainstream.
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