Footwear Insight

28 • Footwear Insight ~ March/April 2022 footwearinsight.com DESIGN & MARKETING TRENDS What impact has a shift in demographics had in designing and marketing for the walking category? "Our core design strategies have stayed consistent. We strive to deliver the most supportive and durable walk- ing product to the market. We have focused on core materials and colorations... and energetic/emotional colors, that appeal to a variety of consumers." SAL AGATI SVP of global design and sourcing, Dansko "We have been targeting the walking market for the past four years, so for us this has not been a new focus, but the increased popularity of walking has certainly added excitement to the category." MEGAN GOLD Design director, Alegria "We market to both men and women. Our newest campaigns drive home the idea that walking can be a satisfying workout for anyone in those situations where you can't get to the gym or you don't have time for a class or access to equipment." KATHY KARTALIS SVP of global product, Skechers "We have incorporated design from the athletic world, like more color and material variations to emphasize various components, for example, contrasts between the midsole and outsole. On the functional side, we have increased the density of the midsole, adding more shock absorbency. We have also raised the heel collar, added more padding to the topline and increased the toe spring to encourage forward momentum." JUSTIN ORRELL-JONES President, Finn Comfort USA "We are focused on people that are constantly on the move. Our shoes have stability, support and an enhanced toe spring that naturally moves the wearer forward, making walking easier and more enjoyable." MATT DIECKHAUS VP of sales and marketing, Latitudes (mōshn) "Comfort, style and versatility still continue to be paramount. e combination of visual appeal, fit and supreme cushioning are the key. Wide widths have in- creased in demand by over 25% in the last two years, so we are growing that business as well." FRANK CAMMARATA CEO & founder, The Enjoiya Group "We are looking much more at social marketing than ever before, as well as looking to the suburbs and resort areas of the country to focus our marketing." RUSTY HALL President, Mephisto FITNESS TRENDS SAS/Women's Tempo This do-it-all option is a good fit for a walk, run, training session or boot camp class. Tempo includes a breathable mesh with lightweight TPU material to keep feet comfortable. A Meramax outsole cushions feet mile after mile. MSRP $199. KEEN/Men's Wasatch Crest Vent Available for men and women, the Wasatch Crest Vent is a hiker suitable for everyday use. By combining a flexible, vented design, reinforced heel support, toe protection, trail- specific technology and athletic cushioning with high rebound EVA, this shoe is a hiker with sneaker comfort. MSRP $135. Propet/One The Propet One walking shoe, available in men's and women's styles, features a double depth footbed with OrthoLite X25. Offered in four widths for men and five widths for women. MSRP $109.95.

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