Footwear Insight

30 • Footwear Insight ~ March/April 2022 footwearinsight.com "With the growth of wellness, people are taking up walking (or potentially exercise in general) for the first time. eir bodies will need to adapt to the new stress and stimulus being put on it. Improvement comes as much from how someone recovers from their work- out as it does from the workout itself, so no matter what level or experience a walker may have." DARREN BROWN Head of marketing, OOFOS "It's recommended that people recovering from an injury or an ailment ease into exercising. Walking can be the best place to start. When marketing, we em- phasize recovery benefits and how they improve the walking experience for anyone." DAN WERREMEYER President, Instride Shoes (Xelero) "With more people turning to walking as a means of maintaining health and fitness, there is enormous op- portunity for our brand— and for [retailers] looking to broaden their reach and consumer base." CHRIS COHEN VP, U.S. Marketplace, HOKA "While still making product for the traditional walking customer, we have begun to design and market our walking product with a broader, more diverse, and younger audience in mind. We've seen success pulling from the design of our performance running line to introduce walking products that are attractive, lightweight, and, most importantly, comfortable." RUSS STEVENS Product manager, Topo Athletic "Design is essential. We always strive to offer fresh new colors, patterns, and styles that our customers can enjoy for years to come. Our customer is intelligent and has refined taste." KELLY DUMPSON Head of wholesale, SAS "is shi in the demographic has a huge impact on marketing. We market the walking category mostly via email. Studies show that Baby Boomers trust email the most because they perceive it as very personal." CAROLIN GEY Managing partner, Kybun USA & CEO of Joya Shoes USA "Geox has always been synonymous with innova- tion and well-being, and these are two of the brand's values that constantly drive the research in our R&D department. e idea of walking comfortably has been very central in our design process." MARIO MORETTI POLEGATO, Founder, Geox FITNESS TRENDS Topo Athletic/Women's Ultrafly 4 This road shoe, available in men's and women's styles, is an update of a fan favorite suitable for walking and running. Utlrafly 4's Zipfoam midsole provides better comfort and improved resilience over conventional EVA. The medial post provides light guidance, which is helpful for a customer needing a walking option with pronation support. MSRP $135. Geox/Women's Spherica ABX Geox boasts that Spherica is its best technology, appreciated by walkers of all ages. This shoe's sustainable upper is made of a felt that contains yarn derived from the recycling of plastic bottles. "This creates the perfect combination of respect for the environment and unsurpassed comfort thanks to the waterproof and breathable soles equipped with Geox special cushioning system," says Mario Moretti Polegato, founder, Geox. MSRP $190. Alegria/Women's Rok N Roll Rotation A Dream Fit upper with mesh lining completes this athletic-inspired slip-on. The shoe features a Rok N Roll outsole that creates a gentle heel-to-toe rolling motion that gently moves weight across the foot. Double pull straps make for an easy on/off experience. MSRP $149.95.

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