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Dansko Kane: This clog is a lightweight, backless option for everyday wear with excellent shock absorption and a removable footbed incorporating a supportive Dansko Natural Arch Technology. It is the first Dansko clog to be crafted with over 50% carbon negative "I'm Green" bio-based EVA, made from sugarcane. MSRP $80. How is your brand marketing wellness to consumers? "User generated content is one of our most powerful marketing tools. It's the ultimate testimonial when someone wears your product all day and takes the time to share it with the world. In-store signage highlights our technologies. We also offer a product training module to sales associates seasonally." Tiss Dahan, VP of marketing, Dansko "We spend a lot of time educating healthcare professionals. Our social media includes blogs, as well as articles around foot health and how that correlates to the body. Xelero en- hances the natural gait cycle, providing more efficient motion and less stress on the foot, knee, hips and lower back." Dan Werremeyer, CEO, Xelero "Our messages encapsulate so much more than the perfor- mance features of our shoes. It's about comfort, value and longevity so that you don't even think about what's on your feet or the injury that used to nag you. Instead, it's about being able to enjoy that view at the pinnacle of a hike, or training for that race you've had on your resolution list for years, or relaxing with friends in shoes that massage your hard-working W E L L N E S S footwearinsight.com MBT Huracan 3000: This running shoe also works as a walking/everyday shoe. The Huracan 3000 incorporates a M.I.D.S (Masai Impact Distribution System) sole which absorbs impact and dissipates shock to reduce stress on the body while enhancing balance and stability. MSRP $179.95. Telic Boise Bliss: Combining lightweight Novalon material with an orthotic-grade footbed and slight rocker-sole bottom for shock absorption, the Boise Bliss has orthotic- grade arch support and an energizing rebound. Bonus: It is machine washable. MSRP $69. Like many other things, the wellness category has changed during the pandemic. "We are hearing from retailers that their athletic and outdoor categories continue to grow exponentially," says Kitty Bolinger, EVP of sales, Dansko. "We continued to see steady demand for our outdoor product, specifically the Paisley, throughout 2020. In 2021, we introduced a highly technical walking shoe that exceeded our expectations." For many retailers, the past year was challenging as many consumers were reluctant to visit stores. But retailer Thomas Peterson, owner of Foot Savvy in Colorado, says, "Our clients now have a more heightened sense of overall health and appreciation of taking better care of their bodies, especially their feet." Angela S. Caltagirone, SVP and GM, Vionic, agrees: "People discovered they really benefit from having something supportive under foot while working remotely and being at home all the time; an environment where they maybe never wore shoes before." n The Evolution of Wellness 22 • Footwear Insight ~ June 2021