AIRfeet Recovery — Brand Bible v4.0

01 Brand Story

The first college‑licensed recovery slide.

Game day is loud. Recovery is louder — for the feet that carry the day.

AIRfeet Recovery was built on a simple observation: the same feet that stand through four quarters of tailgate, walk two miles from the lot to the stadium, and stand another three hours on the pep-band riser also need to work Monday morning. Regular team-shop flip‑flops don't cushion; premium recovery slides don't rep your school.

AIRfeet Recovery was designed to sit exactly in that gap: officially licensed team gear engineered with our proprietary EVA cushioning — a proprietary EVA cushioning system built with biomechanics input to support the arch, ease impact, and let you keep going.

Fifteen NCAA programs and Indianapolis Motor Speedway trust us with their marks. Slides and thongs. Men's sizes 3–14. One price, every school. Made overseas to a spec we own, imported and quality‑checked in Indianapolis.

Recovery is what happens between the plays. Pride is what happens with every step.

// AIRfeet Recovery · founding note · Aug 2026

Founder's note

This is the honest version of the brand's founding, minus the marketing gloss: we sourced a proven EVA outsole platform from a Taiwanese footwear specialist, layered in an active-recovery footbed geometry, secured the collegiate licenses, and put the story together. That's the brand. It doesn't need to be more than that to be true.

02 Naming

One brand. One tech name. One parent.

The brand is AIRfeet Recovery. Full stop. Not "AIRfeet Slides." Not "AIRfeet." Not "Recovery by Tyrol." The other two names below exist for a reason — read this before you write copy, spec a hangtag, or answer a licensing office question.

The brand

AIRfeet Recovery.

Everything the customer sees, buys, and talks about. Website, box, hangtag, social, marketing. Always styled as "AIRfeet Recovery" — italic, capital A‑I‑R, lowercase "feet," a space, then "Recovery" with a capital R and lowercase rest. The signature orange dot closes the mark.

Technology / feature name

our proprietary EVA cushioning

The name for our proprietary EVA cushioning system — the reason the shoe works. Same relationship Nike has with "Air" or Adidas with "Boost." Used inside AIRfeet Recovery marketing to describe the tech; never used as the brand name.

Parent / legal / manufacturing mark

Tyrol Worldwide LLC

Legal parent entity and outsole mark. Debossed on the sole of every pair, appears on shipping docs and licensing paperwork. Not surfaced in consumer marketing — it's the maker's mark and the legal signature, not the brand.

Reserved / do-not-use

AIRfeet · Recovery · AIRfeet Slides

Never use "AIRfeet" alone. Never use "Recovery" alone as a brand. Never say "AIRfeet Slides" or "AIRfeet Thongs" — the products are AIRfeet Recovery Slides and AIRfeet Recovery Thongs. The two words move together, always.

TYROL WORLDWIDE LLC  — parent · Indianapolis, IN
AIRfeet Recovery.  — the brand · consumer facing
AIRfeet Recovery Slides — product line
AIRfeet Recovery Thongs — product line
our proprietary EVA cushioning — cushioning tech, referenced inside product marketing

How to sign things externally

Consumer / marketing: "AIRfeet Recovery" — that's it. Licensing / wholesale / legal: "Tyrol Worldwide LLC dba AIRfeet Recovery" — use this on invoices, wholesale terms, license agreements, and imprint pages. Tech callout inside marketing: "AIRfeet Recovery, engineered with our proprietary EVA cushioning."

03 Mission · Vision · Values

What we're building, and why it matters.

Mission

Make the most comfortable, most-worn licensed footwear in college sports — so fans, athletes, and staff spend more of their day on their feet, less of it in pain.

Vision

Every college campus in America has an AIRfeet Recovery aisle in the team shop — and the walk from the parking lot to the stadium is measurably easier because of it.

Promise

Officially licensed. Actually comfortable. Priced so a fan, a freshman, or a bookstore buyer can all say yes — one price, every school, every colorway: $79.99.

V/01

Pride first

The customer wears the school before they wear the brand. Every design decision serves the mark on the strap.

V/02

Comfort is not a claim

Recovery has to be felt, not marketed. If the product doesn't earn the word, we don't use it.

V/03

One price, one promise

No confusing tiers. No "premium" model. $79.99 across the board. The differentiator is the school, not the SKU.

V/04

Institutionally sound

Every claim we make can survive a licensing office review. Every mark we use is paid for. Everything ships on time.

04 Audience

Three people we're building for — in this order.

v3 led with athletes. The business leads with fans. Fixed.

Primary

The Fan / Student

Ages 18–34 · $60–$120 spend on team gear/yr

Owns 3+ pieces of college gear already
Buys a new item every season, usually near a home game
Wears slides year-round in-dorm and on-campus
Discovers via team-shop email, Instagram, TikTok

"I've got the hoodie. I've got the joggers. My slippers say Adidas. That's the one that's wrong."

Secondary

The Institutional Buyer

Athletic dept · Alumni org · Club

Ordering 50–500+ units, one PO at a time
Cares about turnaround, lead time, MOQ, sizing runs
Reviews licensing paperwork before signing
Uses group orders as gifts, prizes, welcome-week swag

"I need 240 pairs, split M/W, in our two primary colorways, delivered before move-in. Can you do that?"

Tertiary

The Recovery-Need Athlete

NCAA athlete · former athlete · healthcare worker

On feet 6+ hours per day
Deals with plantar fasciitis, shin splints, general foot fatigue
Buys for the tech, not the school (school is a bonus)
Compares against OOFOS, Hoka Recovery, Kane Revive

"I don't care what's on it, I need something my feet can survive a double in."

05 Positioning

Where we sit — and who we're not.

Positioning statement — for internal use

For college fans, athletes, and institutional buyers who want to rep their school without giving up comfort, AIRfeet Recovery is the only officially licensed recovery footwear that combines authentic team branding with a proprietary EVA cushioning system — because pride shouldn't hurt to wear.

↑ HIGHER RECOVERY TECH

LOWER RECOVERY TECH ↓

↑ NOT LICENSED

↑ LICENSED

OOFOS

Hoka Recovery

Kane Revive

Adilette

Nike Kawa

Team-shop generic slides

FOCO / Forever Collect.

AIRfeet Recovery.

Nobody else is in the upper-right quadrant. That's the moat. Losing it means either (a) OOFOS gets NCAA licenses, or (b) a generic team-slide brand invests in real recovery tech. Neither is trivial.

06 Logo System

The wordmark, the monogram, the co-brand.

Three assets. Every appearance of AIRfeet Recovery is one of them or a rule-following combination. There is no fourth logo.

// Primary wordmark · Paper bg

AIRfeet

Recovery.

Officially licensed collegiate footwear

// Wordmark · Ink bg

AIRfeet

Recovery.

Officially licensed collegiate footwear

// Horizontal wordmark · for narrow applications (banners, footers, hangtag lines)

AIRfeet Recovery.

// Accent bg

AIRfeet

Recovery.

// AR monogram · Ink

// AR monogram · Orange

The AR monogram is used only where the wordmark is too large or too illegible — social avatars (below 128px), embroidery below 1½", the outsole deboss inside the shoe. Never in headlines or as a substitute for the wordmark in marketing.

Co-brand lockup

For every school in the portfolio, the AIRfeet Recovery wordmark locks up with the school's approved wordmark using an italic "×". This is the only sanctioned way to combine the two brands in marketing.

AIRfeet Recovery.

Notre Dame

AIRfeet Recovery.

Kansas

AIRfeet Recovery.

Iowa

AIRfeet Recovery mark always sits left · × separator uses Concrete gray · school wordmark uses its approved licensed color and font · same optical baseline

AIRfeet

Recovery.

// Clearspace = height of the "A" on all sides

AIRfeet Recovery.

// Min size: 120px digital / 1.0in print. Below → AR monogram

Do not do this

AIRfeet Recovery.

// Never skew or slant further

AIRfeet Recovery.

// Never apply gradients

AIRfeet Recovery.

// Dot is only Signal Orange

AIRfeet Recovery.

// Never substitute the typeface

Also do not do: use "AIRfeet" alone. Use "Recovery" alone. Split the two words across lines except in the approved stacked lockup. Change the dot color. Drop the trailing dot.

07 Color System

A quiet core. Loud partners.

The brand palette is intentionally restrained so 15 different school colors can share the same page without a fight. Signal Orange is the only saturated color the brand owns — everything else defers.

Core palette

Primary

Ink

HEX #0F1215
RGB 15 · 18 · 21
CMYK 90 · 82 · 74 · 62

Primary

Paper

HEX #F5F1EA
RGB 245 · 241 · 234
CMYK 3 · 3 · 8 · 0

Signature

Signal Orange

HEX #FF4B1F
RGB 255 · 75 · 31
PMS 1655 C

Support

Signal Amber

HEX #F1B23A
RGB 241 · 178 · 58
PMS 1235 C

Grounding palette · for backgrounds, sections, co-brand mocks

Grounding

Field Green

HEX #0F5C3A
RGB 15 · 92 · 58
PMS 349 C

Grounding

Court Navy

HEX #1B3A6B
RGB 27 · 58 · 107
PMS 541 C

Grounding

Bone

HEX #EDE7DC
RGB 237 · 231 · 220
—

System

Concrete

HEX #7A7364
RGB 122 · 115 · 100
—

Team color overlay palette · when co-branding, use each school's approved primary

Reference only — always confirm exact CMYK / PMS with each school's licensing office before print production. The values below reflect the primary marketing color, not the athletic uniform color.

Notre Dame

#0C2340

Kansas

#0051BA

Iowa

#FFCD00

Penn State

#001E44

Purdue

#000000

Missouri

#F1B82D

Vanderbilt

#000000

Illinois

#13294B

Indiana

#990000

Arizona

#003366

West Virginia

#002855

Tennessee

#FF8200

Alabama

#9E1B32

Florida

#0021A5

IMS 500

#000000

The 60 / 30 / 10 rule

60% · Paper

30% · Ink

10% · Orange

Sixty percent of any AIRfeet Recovery surface is Paper. Thirty percent is Ink for type and containers. Ten percent — no more — is Signal Orange, used for signature accents (the dot, one CTA per screen, one meta-strip border). Team colors sit outside this rule as content within their own containers.

Contrast · Accessibility

Ink on Paper: 15.4:1 (AAA). Orange on Paper: 4.6:1 (AA large only — never body text). Orange on Ink: 6.1:1 (AA all). Amber on Paper: 3.1:1 (large text only). Never set body copy in Orange or Amber.

08 Typography

Three families. Every job accounted for.

Display · Archivo · 900 · Italic · Width 125%

Archivo

AIRfeet Recovery.

Headline weight. Used for the wordmark and every h1 / h2. The extended width (125%) is non-negotiable — that's what makes the mark feel athletic instead of generic. Letter-spacing set to −0.03em to −0.045em depending on size.

Editorial · Archivo Narrow · 600

Archivo Narrow

Post-game comfort meets everyday team pride. Responsive cushioning helps tired feet recover with every step.

Editorial subheads, ledes, and long-form callouts. Narrower proportion gives long lines editorial density without losing the family DNA.

Body · Archivo · 400 / 500

Body copy

This is the standard body setting: 17px on 1.65 line height, max-measure 60–68 characters. Comfortable for long-form reading on both the brand page and any marketing document that carries substantial copy — like this one.

Text-wrap: pretty. Widow-orphan control. Never justify.

Signature · JetBrains Mono · 500 / 700

Mono labels

// AIRFEET RECOVERY · PROPRIETARY EVA CUSHIONING · SIZE M9-W11 · $79.99 USD

Meta info, technical labels, kickers, section numbers, footer stamps. Uppercase, letter-spaced 0.14em–0.24em depending on scale. This gives every layout a technical spine.

Type scale

140 / 900

AIRfeet Recovery.

88 / 900

Pride.

56 / 900

Rep your school.

36 / 900

Recovery starts here.

22 / 600 · Narrow

Officially licensed, actually comfortable.

17 / 400

Available in men's sizes 3–14. True to size. Water-resistant and easy to clean.

11 / 500 · Mono

// AFR · OFFICIALLY LICENSED · SLIDES & THONGS

09 Voice & Tone

How we sound. And how we don't.

V/01

Grounded

Confident without needing to prove it. Says what the product does; skips the hype cycle.

NOT: bro-y

V/02

Warm

Speaks the fan's language. Recognizes that people don't buy footwear — they buy an easier evening.

NOT: corporate

V/03

Technical when it counts

Uses specific numbers, materials, and specs only when substantiated. Silent when it isn't.

NOT: buzzword

V/04

Institutional-safe

Every headline is one a licensing office can approve. Every claim is defensible.

NOT: hype

DO This voice

Pride in every step. Recovery in every stride.

Post-game comfort meets everyday team pride.

Rep your school. Recover your feet.

Officially licensed. Actually comfortable.

One price. Every school. $79.99.

Available in men's sizes 3–14. True to size.

DON'T This voice

Revolutionary game-changing recovery tech.

The ONLY slide science engineered by NASA-level biomechanists.

Feet will thank you 🙏🔥

Guaranteed to reduce impact by 37%.*

Trusted by 2,400+ NCAA athletes across every sport.*

The world's most advanced patented cushioning system.

* See section 14 · Compliance & Claims Register

10 Messaging Pillars & Taglines

Three pillars. Four taglines. One story.

PILLAR 01 · PRIDE

Rep your school right.

Officially licensed marks on a shoe you'll actually wear. Fifteen NCAA programs and IMS. Authentic colors. Legal, paid-for, and correctly rendered.

PILLAR 02 · RECOVERY

Feet that feel Sunday on Monday.

our proprietary EVA cushioning cushioning under an anatomically contoured footbed. Built to ease foot fatigue on long game days, long shifts, and long weeks.

PILLAR 03 · TEAM

Stronger together, better in every step.

Group orders for clubs, alumni chapters, staffs, and teams. Custom sizing runs, MOQ 24 pairs, delivery in 30 days. One point of contact.

Primary · marketing

Pride in every step.
Recovery in every stride.

Homepage · packaging · OOH · social hero

Product

Rep your school.
Recover your feet.

Product page · retail POS · print

Technology

Recovery starts from the ground up.

our proprietary EVA cushioning · specs page

B2B · Group orders

Stronger together.
Better in every step.

Group-order landing · pitch deck cover

11 Product Architecture

Two silhouettes. One platform.

Everything AIRfeet Recovery ships is either a Slide or a Thong (sandal), built on the same our proprietary EVA cushioning midsole and outsole. School colorway is the variable; the platform is the constant.

// PRODUCT 01 · Silhouette

Recovery Slide

$79.99

Two-strap slide silhouette. Team logo debossed on the strap. Contoured footbed. Water-resistant, antimicrobial EVA construction. Available in every licensed colorway.

M3–M14W5–W165 colorways / schoolEVAWater-resistantAntimicrobial

// PRODUCT 02 · Silhouette

Recovery Thong (Sandal)

$79.99

Post-toe thong silhouette on the same recovery platform. Same footbed geometry, same outsole tread. For fans who prefer the flip-flop feel.

M3–M14W5–W165 colorways / schoolEVAWater-resistantAntimicrobial

Sizing spec

Size run	Men's US	Women's US	Availability
M3/W5	3	5	Slide + Thong
M4/W6	4	6	Slide + Thong
M5/W7	5	7	Slide + Thong
M6/W8	6	8	Slide + Thong
M7/W9	7	9	Slide + Thong
M8/W10	8	10	Slide + Thong
M9/W11	9	11	Slide + Thong
M10/W12	10	12	Slide + Thong
M11	11	—	Slide + Thong
M12	12	—	Slide + Thong
M13	13	—	Slide + Thong
M14	14	—	Slide + Thong

Supply chain

01 · Manufacture

Riseny Enterprise

Taichung, Taiwan · FOB Xiamen

→

02 · Import / QC

Tyrol Worldwide LLC

Indianapolis, IN, USA

→

03 · Consumer brand

AIRfeet Recovery

DTC · Group orders · Retail

// HS Code 6402.99 · EVA sandals · Standard 12 pairs / carton

12 School Portfolio

Fifteen licenses. All shipping.

Every school below is under an active license agreement, with product in production or in the warehouse. Group orders and colorway extensions require the school's licensing office sign-off before art release.

Notre Dame

Independent · FBS

Kansas

Big 12

Iowa

Big Ten

Penn State

Big Ten

Purdue

Big Ten

Missouri

SEC

Vanderbilt

SEC

Illinois

Big Ten

Indiana

Big Ten

Arizona

Big 12

West Virginia

Big 12

Tennessee

SEC

Alabama

SEC

Florida

SEC

IMS 500

Motorsports

Portfolio · in product

// Notre Dame · Green

// Kansas · Blue

// Iowa · Black

// IMS 500 · Black · Thong

// IMS 500 · White

// Iowa · Blue · Thong

// Notre Dame · Navy

// Kansas · White

13 Applications

The system, in the wild.

Six sample formats — the retail box, hangtag, social template, retail POS, group‑order pitch cover, and hero web layout. Reference only; production art commissioned after brand sign-off.

// AIRFEET RECOVERY · HANGTAG · FRONT

Slide on.
Recover.

M9-W11$79.99

// Hangtag · print

AIRfeet

Recovery.

Officially licensed
our proprietary EVA cushioning

// Retail box · top face

AIRFEET RECOVERY × KANSAS
OFFICIALLY LICENSED
SLIDES · THONGS

AIRfeet Recovery×Kansas

$79.99
SIZES M3–M14

// Retail POS · endcap · 24"×36"

// Web hero · product page

// GROUP-ORDER PITCH · COVER

Stronger together.
Better in every step.

— 24 pair minimum
— 30-day production
— All 15 licensed schools
— 1 point of contact

// Group-orders pitch deck · cover

Production commission list

Before any of these applications go to a licensor or a retail buyer, commission real production art for: (1) retail hangtag & string, (2) shoebox structural + surface art with school-specific variations, (3) Instagram/TikTok post/reel templates, (4) group-order pitch deck (10-15 slides), (5) endcap POS in 3 sizes, (6) web hero art per school in slide + thong. Budget: $8-15K depending on how many schools ship in the first wave.

14 Compliance & Claims Register

Every claim. Every status. One place.

A brand that carries fifteen NCAA licenses cannot afford a shaky claim. This is the register: every marketing statement currently in use or proposed, its substantiation status, and the action required. Sales copy that isn't in this table doesn't ship.

Claim	Status	Substantiation on file	Action required
Officially licensed collegiate footwear	Cleared	15 signed license agreements · Riseny PO 1000 · shipping in progress	Approved. Renew each agreement annually. Keep exec-summary copy of each on file in the Bible appendix.
$79.99 · one price, every school	Cleared	Unit economics healthy at $79.99 retail · full cost stack in internal ops workbook	Update Shopify (currently listing $69.99 / $89.99 crossed pricing and $0.00 sold-out). Fix before any paid traffic.
Made with our proprietary EVA cushioning · proprietary EVA cushioning	Pending	Riseny outsole spec on file · trademark filing status unclear	Confirm ownership of the "our proprietary EVA cushioning" mark (USPTO search + filing if not filed). Until then, drop the ™ symbol.
Patented cushioning system	Do not use	No patent or patent application on file with USPTO in AIRfeet Recovery / Tyrol name	Remove "patented" from every product description on Shopify immediately. Substitute "proprietary" or "engineered" until a filing exists.
37% Less Impact vs. traditional footwear	Do not use	No third-party lab study on file with methodology	Either commission a real drop-impact test at an accredited lab (~$3–8K) and hold the report on file, or remove the number and use qualitative language ("cushioned impact") only. Currently on every product page — FTC exposure.
Tested by 2,400+ NCAA athletes	Do not use	No wear-test log, IRB, athlete-consent forms, or study documentation on file	Remove from every product page immediately. If a real wear program is intended, run one with documented consent + measurable outcomes before saying the number.
Developed with podiatrists	Pending	Advisory conversations only · no signed advisor / consultant agreement	Either sign 1–2 podiatry advisors to real agreements (retainer + advisory doc) and keep on file, or downgrade language to "designed with biomechanics input."
Plantar Fasciitis Relief	Do not use	Medical claim · requires clinical evidence + FDA / FTC review	Remove from all pages. Any medical-outcome language triggers FDA + FTC scrutiny. Substitute "arch support that eases foot fatigue" (feature, not outcome).
Water-resistant, antimicrobial, easy to clean	Pending	EVA material spec supports these · no independent test yet	Get material test reports from Riseny (they should already have these). Attach to Bible appendix. Then approved.
Free shipping on orders $75+	Cleared	Fulfillment agreement in place	Approved. Applies automatically at cart when subtotal ≥ $75. Every $79.99 pair qualifies solo.
30-day returns · unworn	Cleared	Standard DTC policy	Approved. Publish policy page.

Read this if nothing else in the Bible

Three claims currently on the product pages — "37% Less Impact," "Tested by 2,400+ NCAA athletes," and "Plantar Fasciitis Relief" — are FTC endorsement / substantiation violations if the documentation doesn't exist. A single complaint from a licensor's compliance office, a competitor, or a state AG will trigger a review. Fix these before scaling traffic. This is not a design opinion; it is a business survival note.

How to add a new claim

Write the claim → add a row here with status "Pending" → assemble substantiation → move to "Cleared" once the file is on record → then and only then use the claim in marketing.