Footwear Insight

FOOTWEARINSIGHTCOM 3EPTEMBER/CTOBER ^ &OOTWEAR )NSIGHT s I f you're going out for a run or to the CrossFit Box, it's an automatic, you wear sneakers. But what about post-workout? Or even pre-workout? Enter recovery footwear. The great part is that it's footwear that can be worn anytime. And it has benefits. With recovery's evolution in the fitness space, more footwear brands are dipping their toes in to the mix. Footwear Insight takes a look at five category players and their strategies. The Pioneer: Oofos The Rundown - Oofos opened up the footwear recovery category in 2012 with a proprietary OOfoam technology (which absorbs 37 percent more body impact than traditional foam) and patented biomechanically-designed footbed. At the start, products were best understood by ath- letes and coaches, yet over the past five years, "there has been such great outward messaging to consumers that recovery is becoming more top of mind," says Duncan Finigan, brand leader/mar- keting for Oofos. The exec points to an increase in high intensity exercise for making a difference in how fitness enthusiasts experience injuries and pain, and the need for more sophisticated footwear focused on impact absorption. "Most retailers have told us they were skeptical that con- sumers would understand footwear for recovery. They are now thanking us," Finigan comments. What's New – Following the brand's first fully closed shoe launched at the 2017 Boston Mara- thon, the OOmg, Oofos added the OOmg High in August. A men's version launches in Spring 2018 and the OOmg OOBoot will be introduced for Fall. Wellness Guru: Okabashi The Rundown – Okabashi shoes are made in the USA and feature a patented contoured footbed with high arch support, a heel cup and massage beads with an alignment based on reflexology. "Our signature microplast material is recyclable unlike popular EVA shoes, anti-microbial, anti- slip for wet shower floors and will not lose their shape over time," explains Sara Irvani, chief executive of Okabashi Brands. "We find a lot of new fans learn about our 'secret' through their work-out friends at the gym," the exec says, adding, "we are so lucky to live in a time where people care about their health." As consumers look for performance comfort throughout the day in their footwear (much as athleisure cloth- ing has evolved), "it will be interesting to see how the evolution of younger-focused recovery shoe market will impact the older orthotic shoe market in the year to come," says Irvani. What's New - A women's slide that provides pure comfort from first step in the morning to sooth- ing relief after an exerting afternoon. Running Resource: Hoka One One The Rundown – "We are just scratching the surface of what recovery could mean for the brand. Consumers are responding to this category and we intend to continue to push the envelope in this space," says Gretchen Weimer, VP of product at Hoka One One. Weimer sees recovery as an extension of the Hoka cushioning benefit in sneakers, with "people who know Hoka excited to have a sandal to slip on after a run or just walk around in" with the same underfoot feel as the meta-rocker and maximum cushioning, she comments. The shoes can be found on branded fixtures in specialty stores for easy consumer access, as they are often add-on purchases, the exec finds. What's New – Hoka One One currently offers the Ora Recovery Slide and the Ora Recovery Flip. Weimer is looking to broaden and grow this collection of products in Spring 2019. "The category is in its infancy, we see a bright future for the category at Hoka. It's a natural fit," concludes Weimer. Comfort Classic: Birkenstock The Rundown – While not marketed specifically for recovery, Birkenstock keeps the foot comfortable and stable yet relaxed in its proper alignment through a full and roomy shape, pronounced arch supports, a natural heel and a shock-absorbing cork latex footbed. "If you're new to wearing Birkenstocks, the Soft Footbed is a good place to start," says Dania Shiblaq, senior public relations manager for Birkenstock USA. The soft footbed features the same benefits of the Classic Footbed, yet with an extra layer of cushioning foam inserted between the suede footbed liner and the layers of cork and jute below for "pure relief with arch support," notes the exec. What's New – Classic cork footbed sandals like the Arizona and Gizeh in bright hues and new finishes, as well as an expanded offering in Birkenstock Essentials. This collection is made of lightweight EVA and replicates the same shape and contours as our cork product in a single-piece molded, waterproof sandal. Athletic Endeavor: Telic The Rundown - Telic was designed for the athlete to be worn after training and competition. "Its award-winning comfort and orthotic-grade arch support has doctors, podiatrists, and surgeons all over the world wearing and recommending Telic as a 'healthy recovery shoe,'" says Telic VP of marketing, Aaron Azzarito. The brand's unique fit and feel comes from exclusive Novalon material that offers a soft-supportive-rebound, allowing the entire body to relax and recharge. Telic has partnered up with Ragnar and Ironman to help bring a better understanding of the benefits behind recovery products. What's New – Expect more fun and exciting new colors launching for Spring 2018, along with a full roll-out of the fashion-forward Mallory style. O By Suzanne Blecher Oofos OOriginal Sport Sandal Oofos OOahh Sport Slide Sandal Hoka One One Ora Recovery Flip Okabashi Maui Flip Flops Telic Mallory Birkenstock Arizona, EVA Essentials

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