Sole Survivors: The Arms Race Beneath Your Feet

The athletic footwear industry is a $100B global battlefield—where innovation isn't optional, it's survival. Trends shift fast, consumer expectations are sky-high, and brands race to outpace each other in performance, design, sustainability, and storytelling.

In this episode of unNatural Selection, we explore what it takes to win in one of the most competitive markets on the planet. Our guest is Bill McInnis, award-winning innovator and former Vice President at Reebok, where he led the creation of game-changing products like EasyTone, ZigTech, and the Liquid Factory.

In a market where culture and biomechanics collide, we explore how evolutionary pressure is driving a new era of footwear—where storytelling, tech, and bold design redefine not just how shoes are made, but what they mean.

If the shoe fits… someone’s already building a better one.