Surefoot Unveils Custom Orthotic-Focused Footwear Collection

New line debuts at PFA 2026 Conference, engineered around Amfit® precision scanning technology

Published on Feb. 24, 2026

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Surefoot, a global leader in custom ski boot fitting and orthotics, has announced the launch of the world’s first footwear collection engineered entirely around a patient’s custom orthotic. Powered by Amfit®’s advanced full-contact foot-scanning technology, the new line includes a sneaker, classic clog, lined clog, and sandal, all designed to preserve the therapeutic intent of the custom orthotic without compromise.

Why it matters

This new footwear collection represents a fundamental shift in how supportive footwear is designed, prescribed, and worn. By prioritizing the custom orthotic as the foundation, Surefoot is able to deliver total alignment and comfort for patients, addressing issues like plantar fasciitis, arch pain, and lower body strain.

The details

The Surefoot Footwear Collection is built from the inside out using Amfit® digital scanning to capture precise anatomical data. With over 3.5 million scans completed, the Surefoot and Amfit® partnership is one of the most experienced custom foot alignment systems in the world. Each shoe style is engineered to integrate seamlessly with the prescribed orthotic, creating a new direct-pay revenue stream for clinics while improving patient outcomes.

  • The Surefoot Footwear Collection will debut at the PFA 2026 Conference in Nashville.
  • The collection will be available through participating clinics and Surefoot retail locations globally in 2026.

The players

Surefoot

A global leader in custom ski boot fitting and orthotics, founded in 1982 by brothers Bob and Russ Shay.

Amfit®

A global leader in full-contact foot-scanning technology and custom orthotic fabrication technology.

Bob Shay

Founder and President of Surefoot.

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What they’re saying

“In ski boots, we control the entire process so the foot is fully aligned from the ground up. That precision has always been our standard. Now, we are bringing that same philosophy to everyday footwear.”

— Bob Shay, Founder and President of Surefoot (einpresswire.com)

What’s next

The Surefoot Footwear Collection will be available through participating clinics and Surefoot retail locations globally in 2026.

The takeaway

By engineering footwear around custom orthotics, Surefoot is delivering a new level of alignment and comfort that could help address a range of lower body issues, while also creating a new revenue stream for clinics and reinforcing their role as trusted partners in patient care.