Positioning: The Battle for Your Feet

 

Oofos positions their product as "recovery footwear."

Look closely at the video's script. It hammers home their positioning while focusing on benefits and outcomes:

We don’t make footwear.

We make shock absorbers.

Fatigue fighters.

Mobility maximizers.

This is the science of active recovery.

Revolutionary Oofos technology absorbs impact and reduces pressure.

It’s the foundation of every pair of Oofos and the key to recovering faster.

This is not a shoe. This is Oofos active recovery.

Activate your recovery with Oofos.

Combined with eye catching graphics, this script shows that Oofos understands what their customer wants/needs ... and then delivers that in the form of shoes.