Shantel Jackson is scaling Shoe Gummi, her patented outer sole technology brand built to reduce high heel discomfort, into a full multi category foot comfort brand while launching an original YouTube series, Let’s Get Down to Business. The moves, announced March 31, 2026, mark a dual expansion into product breadth and founder driven media.
Beyond the Hero Product
Shoe Gummi built its reputation on a patented outer sole technology designed to help women wear heels longer and more comfortably. The expanded range now includes Gummi Dots, Gummi Straps, Gummi Inserts, Toe Gummi, Arch Gummi, Luxe Slippers, and Comfort Socks, covering comfort needs across heels, sneakers, and everyday footwear. The product extension repositions the brand from a single innovation to a full foot comfort platform.
Culture and Partnership Traction
Shoe Gummi has built visibility through a string of high profile activations, including an official endurance partnership with the Miss Universe Organization, NYFW x Harlem’s Fashion Row, and the L’Oréal Women of Worth event. Jackson was also recently featured on the NAACP Image Awards’ Image Unscripted podcast alongside Bozoma St. John, Jemele Hill, and Tai Beauchamp.
Let’s Get Down to Business
The YouTube series, now streaming with new episodes released biweekly, follows Jackson through real time founder moments, product development, high level meetings, industry events, and the personal experiences behind brand building. Shantel Jackson, Founder of Shoe Gummi, said, “I wanted to create something that shows the real journey — the wins, the challenges, and everything in between. Building a business isn’t always glamorous, but it’s rewarding, and I want people to feel like they’re part of that process.”
For independent footwear brands, pairing product expansion with founder led content is an increasingly direct path to consumer trust and community growth without traditional media spend.
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