ReaLift + Splay Shoes
Splay Shoes
The Brand
Splay was built with a clear mission: to bring natural foot movement and minimalist design back to footwear. With a focus on comfort, simplicity, and healthy foot development, Splay Shoes has quickly earned a dedicated following among families, educators, and barefoot footwear enthusiasts. Their direct-to-consumer model allows them to stay close to their customers and continually refine what it means to wear shoes that support—not restrict—the foot.
The Problem
As Splay’s D2C channel scaled, so did the challenges that come with selling minimalist footwear online—particularly sizing confusion. Since each model is designed to support natural foot shape and movement, accurate sizing is essential for comfort and function. But without a chance to try shoes on in person, shoppers were often unsure which size would work best. This resulted in higher-than-expected returns, hesitation from new customers, and increased strain on support teams.