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Overview

Date Established 03/2021
Founder LIBIE MOTCHAN AND DANIEL NELSON
Headquarters NEW YORK, NY
Industries
Fitness, Fashion, Health & Wellness
Website https://walkfulton.com
Press Contact LIBIE MOTCHAN
Social

Products

The Classic Insole
The Classic Insole $48.00

About

Fulton is a modern brand of arch support; offering comfortable, sustainable, and supportive insoles made from innovative materials. Fulton is the modern arch support company that empowers customers to live a healthier, more comfortable life, starting from the ground up. Fulton creates sustainable footwear insoles that offer customized arch support and superior comfort to enhance the body’s alignment and prevent injury. With an initial focus on arch support, Fulton’s first product, the Classic Insole, is a cork insole made entirely from sustainable and natural materials. Each product is designed to not only mitigate the impact of common conditions like flat feet and plantar fasciitis, but also to promote overall wellness by adding comfort and support to your shoes.

Beyond being good for the body, Fulton cares about being good for the planet; the footwear industry contributes to 1.4% of global carbon emissions, and they are excited to be the first insole brand to use entirely sustainable materials for our product. A life cycle analysis conducted in 2022 showed that Fulton insoles are carbon negative to manufacture; because the materials used sequester CO2 from the environment. Fulton insoles were engineered using innovative and biodegradable materials like cork, natural latex foam, and vegan cactus leather, some of which have never been used in footwear before.

Founded by two Wharton School MBA Candidates, Libie Motchan and Daniel Nelson, Fulton is headquartered in New York City.

Founding Story

Libie was experience back pain and treated it very reactively, doing things like taking pain killers, getting massages and foam rolling - treating the symptoms and not the cause. After a trip to the chiropractor, Libie learned that most shoes lack proper arch support, which causes misalignment and pain throughout the body. She had never considered her feet when treating her back, but her doctor explained that insoles can align your feet, knees, hips, and back, mitigating body pain from the ground up. However, the custom orthotics her doctor offered were hundreds of dollars. She explored over the counter options at the drug store, and was turned off by medical jargon and ineffective products made from gels and foams.

Although the science made sense, the insole category was unattractive, unsustainable and laden with ineffective materials. Libie and Daniel met in business school - and agreed that current insole options did not resonate with consumers who care about powerful brands and quality products. Furthermore, they discovered that 77% of US adults suffer from foot pain, and 60% suffer from back pain. Although many of these pains could be mitigated by proper arch support, most consumers do not wear supportive footwear because of a lack of knowledge combined with a stigmatized and confusing industry. So, they built Fulton and designed their insoles out of entirely sustainable materials that custom mold to the shape of your feet. They also saw the opportunity to educate consumers on the importance of proper arch support and switch insoles from an afterthought to an everyday necessity.

Team Bios

Daniel Nelson

Co-Founder, Co-CEO

see bio

Daniel Nelson is the co-founder of Fulton, a modern brand of arch support. A longtime sufferer of foot pain, Daniel was inspired to start Fulton after learning about the importance of wearing shoes with proper arch support to overall wellness. Before founding Fulton, Daniel’s background consisted of entrepreneurship in the e-commerce space as well as consulting for large-scale digital transformation projects.

Libie was born and raised in New York City and is the child of immigrant parents, who were both business owners. She was always inspired by their entrepreneurial mindset and desire to question the status quo; they were hardworking, creative and passionate. She worked in marketing at IBM for several years, but was never satisfied with a 9-5 job. Libie realized all she wanted to do was start a company; she was inspired by DTC brands like Warby Parker and Allbirds that had disrupted stagnant industries and created enduring connections with their customers - she dreamed of following their footsteps. To that end, she decided to pursue my MBA at Wharton business school which is where she met her co-founder, Daniel. From there we spent two years developing the product and launching Fulton.

Retailers

Nordstrom
Neighborhood Goods
Verishop

Affiliates

ShareASale

Press

The Good Trade - May 12, 2022 Sustainable Shoe Insoles For Comfy Feet This Spring ""Consider adding some insoles to your soles!.""
The Quality Edit - Apr 28, 2022 25+ Direct-To-Consumer Brands That Are Putting Dollars Towards Sustainability ""Implementing eco-friendly practices is imperative for brands who want to survive and thrive long-term.""
The Quality Edit - Apr 28, 2022 Fulton Insoles: The Secret To Proper Alignment An ""I hope it’s not a hot take to say that insoles (yes, the ones lining your shoes) aren’t exactly a sexy topic.""
popsugar - Oct 04, 2021 The Verdict Is In: Fulton’s Insoles Are Cool— and They Actually Work "I've pretty much always thought that insoles were strictly made for the older crowd, so I was surprised a few years ago when I learned that one of my girlfriends wore them quite frequently. I wasn't convinced to buy my own pair, but the news was still interesting. I pushed the idea of insoles to the back of my mind, where they sat collecting dust until I recently learned about an insole brand taking the foot world by storm. Enter: Fulton."
forbes - Aug 24, 2021 6 Ways To Make An ‘Unsexy’ Product More Appealing To Consumers "Fulton recently launched a new line of sustainable footwear insoles that offer customized arch support and comfort to enhance your body’s alignment and prevent injury and pain. This launch comes at a time when "unsexy" brands are gaining traction in the beauty space. But what about fashion?"
Vice - Jul 09, 2021 Fulton Wants to Make Ergonomic Insoles Cool "Can joint-friendly foot gear appeal to the born-in-the-90s crowd? I gave the modern arch support brand’s insoles a shot."
The Quality Edit - May 10, 2021 Fulton Insoles: The Secret To Proper Alignment And Happy Feet "I hope it’s not a hot take to say that insoles (yes, the ones lining your shoes) aren’t exactly a sexy topic. In my mind, insoles are for the elderly, the bunioned, the hardcore -- also known as definitely not me. Well, they weren’t until I discovered Fulton, a new DTC insole company adding a little more pep into everyday people’s steps."

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