HOW OOFOS TURNED FOAM INTO $36M BY SELLING RELIEF, NOT SHOES

Summary from the TLDR Founders newsletter

OOFOS makes squishy recovery sandals that look like garden clogs but pull in $36M annually. It created an entire footwear category by targeting a specific moment - when your feet are killing you after brutal workouts. Instead of selling shoes, it sells relief using smart psychology and ultra-specific claims like "37% more impact absorption" rather than vague promises.