At a time when new consumer habits are completely disrupting most consumer goods industries, the European footwear industry heads toward consumers’ well-being and product sustainability as key competitive advantage to satisfy their demands. The increased health-consciousness and the heightend importance given to responsible products by today’s consumers have to be incorporated in product development. The entire product life-cycle must be reconsidered in terms of performance and functionality, which is commonly described as footwear comfort. Longer life expectancy requires particular attention if one wants to prevent and alleviate body damage. In addition, retailing practices and consumer behaviour are shifting toward more sustainability. Moreover, consumers increasingly demand personalized and differentiated shoes, which opens opportunities to more creativity while ensuring that comfort and sustainability concerns are satisfied. New sustainable materials, eco-design and marketing models are powerful tools to increase product differentiation. It is therefore a priority to equip designers with creative and innovative skills and a deeper understanding of the mechanics that determine footwear comfort and sustainability.