These Shoes Are Killing Me! (Ep. 296 Rebroadcast)
May 19, 2021 @ 11:00pm Listen now:
The human foot is an evolutionary masterpiece, far more functional than we give it credit for. So why do we encase it in “a coffin” (as one foot scholar calls it) that stymies so much of its ability and may create more problems than it solves?
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The Covid-19 shutdown has produced a variety of strange and surprising side effects. One of them has been the health of our feet. Doctors have reported an increase in all sorts of foot maladies in part because so many of us have been spending so much time barefoot. The implication is that our feet would be better off if they were still in shoes every day. But is that necessarily true? After all, we aren’t born with shoes. At least I wasn’t; maybe you were. If the question is “What do you do with a human foot?” are we sure the best answer is “Put it in a shoe”? Th
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In May 2020, confronting a raging pandemic, fierce competition from a slew of new entrants in the alternative-beverage category, and a limited marketing budget to support the launch of three new drink flavors, Ben Witte, CEO and founder of Recess, a maker of CBD-infused sparkling water, did what the head of any up-and-coming direct-to-consumer brand might: He dropped a merch line.
Featuring a “last two brain cells” hoodie ($65), a “cool your horses” T-shirt ($35), an orange “on recess” beanie, and a pair of $18 “around the block” socks (“for going nowhere in particular”), the line was designed, says Witte, with Instagram and Gen Z “creatives” in mind, a way to diffuse the brand’s pastel-minimalist aesthetic and the “tongue-in-cheek social commentary on millennial existence” on social media and beyond. Generating hundreds of tagged stories and posts a month, the merch did exactly what the brand had intended: For a CBD company operating in an advertising