Super Heroic

About Super Heroic

Super Heroic was a direct-to-consumer lifestyle brand focused on empowering children through play, which ceased operations in early 2020. The company was founded in 2016 by Jason Mayden and Harshal Sisodia, both former Nike executives. Mayden, who served as CEO, was previously a Global Design Director for the Jordan Brand at Nike, where he spent over 13 years and designed products for iconic athletes like Michael Jordan. The inspiration for Super Heroic came from Mayden's desire to create stronger children after his own son experienced health issues, shifting his focus from "fixing broken adults" to preventative wellness through play.

The business operated in the children's footwear and apparel market, selling its products primarily through a direct-to-consumer model via its website. Its core mission was to address the decline in children's playtime by creating products that encouraged physical activity and imagination. Super Heroic's flagship product was the TMBLR sneaker, designed specifically for the varied surfaces of a playground and the biomechanics of growing feet. Features included a utility strap instead of laces for easy wear, midsole sidewall traction ridges for grip, and a durable rubber outsole for stability. A unique selling point was the product's packaging; sneakers arrived in a cylindrical tube with video game-like sound effects and included a backpack that could be worn as a superhero cape, enhancing the play-based experience.

The company's business model included selling these physical goods and creating experiences through its "League of Play" events. A significant milestone was a strategic partnership with Foot Locker in January 2019, which invested $3 million, bringing Super Heroic's total funding to $10 million. This deal made Kids Foot Locker the exclusive brick-and-mortar retailer for Super Heroic products in the U.S. The company also engaged in brand collaborations, releasing collections with Hasbro's NERF and Nickelodeon, featuring products like the JMPR and special colorways of the TMBLR v2 sneaker. Despite these partnerships and initial funding rounds that included investors like Magic Johnson and Accel Partners, the company announced it was shutting down in February 2020, citing the challenging economic climate at the time.