Pedestrian Project

Pedestrian Project is a modern foot-wellness brand co-founded by Matt Jacobs and discussed in Advice Line with Kenneth Cole. The source says the Astoria, New York company sells moisturizers, creams, lotions, pain-relief products, salt soaks, a foot file, reflexology balls, and a ball-of-foot insert.

The Advice Line question is whether Pedestrian Project should take share from the existing foot-care category or spend to educate consumers into a more proactive routine. Kenneth Cole advises the company to make the part of the body “below the knees” emotionally visible and positive, while Guy Raz advises prioritizing conversion through Amazon searches, retail sell-through, and specific communities such as runners, hikers, teachers, and nurses before funding broader category education.

Connections

• Matt Jacobs - co-founder and caller.
• Kenneth Cole, Guy Raz, and How I Built This - advisors and show context.
• Gentle Souls - comfort-footwear collaboration suggested by Cole.
• Emotional Brand Relationship, Category Creation, Product Led Willingness To Pay, and Story Led Consumer Branding - main strategic concepts from the call.
• Retail Incrementality, Sales Velocity, and Direct-to-Consumer Brand Control - adjacent channel questions created by Amazon, DTC, and Sprouts distribution.