Yellow Wood Partners-backed Scholl's Wellness Company (Dr. Scholl's), the parent of Dr. Scholl's, added VKTRY, an athletic performance brand specializing in premium carbon fiber insoles and footwear products.

The add-on brings a patented insole technology, a direct-to-consumer commerce channel and a customer base of athletes across age groups and competition levels to the consumer foot health platform.

VKTRY sells carbon fiber insoles made with aerospace-grade materials for use in athletic footwear.

Its products are marketed to athletes and sports enthusiasts seeking foot support, injury protection and performance benefits, giving the Dr. Scholl's business a more direct position in sports-oriented footwear accessories.

Scholl's Wellness Company owns the Dr. Scholl's brand, which has a product line spanning treatment, skincare and foot grooming for foot and lower body health.

The deal creates cross-selling opportunities between VKTRY's e-commerce customer base and Dr. Scholl's broader consumer audience.

Yellow Wood Partners is a Boston-based middle-market private equity firm focused on consumer brands across mass, drug, food, specialty, value, club and e-commerce channels.

VKTRY will continue to operate under its existing brand identity and leadership team, with support from Dr. Scholl's and Yellow Wood Partners on product development, consumer reach and operations.