Issue link: http://viewer.e-digitaledition.com/i/1030280
footwearinsight.com Feeling Good R elief. Recovery. Comfort. Whichever of those three key words you feel best describes a "chill out" footwear of choice, the recovery market has it covered. Brands in the recovery game say that the target market for recovery footwear is moving beyond athletes and designs are following suit. Not only is recovery footwear getting more technical in its comfort offerings, but crossover styles – think "knit uppers" and on-trend sandal silhouettes – are also gaining ground. So who exactly are the key consumer groups purchasing recovery footwear? For Oofos, which has been a leader in the recovery footwear category since the brand launched in 2012, the core consumers are "runners, fitness enthusiasts, active individuals and athletes," says Duncan Finigan, marketing head. But, Finigan adds, "the shoes can be worn by anyone looking for added relief and recovery. For a nurse on his or her feet all day or an on-the-go business person, the much-needed physical stress-relief we seek in our daily lives can be relieved by slipping on a pair of Oofos and truly feeling the 'OO' of recovery." "Our recovery sandals and slides service the athlete who wants to kick off their walking, running or cleats after a hard workout or practice," says Doug Gordon, interim president at MBT. "They are trend- right, so they are also perfect for the consumer who just wants to wear them for comfort. All MBT shoes are made with a purpose. We also have Sport and Women's Fashion Sandals featuring different degrees of rocker and sensor technologies that are trend-right." "Anyone can wear these products," says Gretchen Weimer, global VP of product, Hoka One One, the running shoe brand known for its ultra-cushioned styles. Hoka also has a popular line of recovery footwear. "Whether it's a serious athlete looking for something to wear before or after a run, or someone who doesn't run at all but finds the cushion comfortable to wear during the RECOVERY MBT Women's Meru Recovery Sandal, MSRP $90. By Cara Griffin