At the turn of the century, innovative tire manufacturers discovered a new use for their vulcanized rubber and canvas techniques: casual footwear.
One such pioneer was BF Goodrich, who manufactured several lines of vulcanized athletic shoes, oxfords, heels and boots. In 1933, Goodrich patented the Posture Foundation insole. This early innovation in comfort forever changed the sneaker landscape and quickly became immensely popular. In 1937, Goodrich brought several of their footwear lines under the brand name “P-F.”

The PF brand grew throughout the ’50s and ’60s,becoming one of the most popular brands in America “for work, relaxation and play.” Women could buy outfits designed to match their PFs, basketball’s first superstar, Bob Cousy, wore PF, and PF was standard issue in the US Army.