All About Kinetic Footwear™
By Cam White

ki•ne•tic adj (Source: Merriam-Webster Dictionary: kinetic)

1. Of or relating to the motion of material bodies and the forces and energy associated therewith
2. (a) active, lively (b) dynamic, energizing (a kinetic performer)

Kinetic footwear is a new category of footwear that is quietly emerging and could well be the next trend in shoes for walking, running and exercise. Unlike the fitness/toning category, which seeks to challenge muscles with each step, kinetic footwear absorbs impact and returns energy - setting the body into motion with each step. With kinetic footwear, walking is effortless and enjoyable, encouraging the wearer to walk greater distances with less fatigue and discomfort.

Joya Venezia

Properties of Kinetic Footwear
At first glance, some brands in the kinetic footwear category can be easily confused with many fitness/toning rocker-sole shoes currently on the market. Upon closer examination, you will notice that better than 70 percent of the shoe is in contact with the ground. Standing and walking in kinetic shoes requires no "learning curve". There is no perceptible front-to-back or side-to-side rocking sensation. You can stand perfectly still, as you would with an ordinary shoe.

Walking in kinetic footwear is what separates this category from all other shoes. As soon as the heel strikes the ground, impact is absorbed - slowing down the rate of time it takes for the heel to make contact with the ground. As shoe absorbs impact, it also rebounds and noticeably returns energy throughout the gait cycle. Muscles are challenged less through the mid-stance and propulsive phases of the gait cycle. With less muscle fatigue can come increased activity. Walking becomes more enjoyable, which can encourage many people to walk greater distances. Shoe brands in the kinetic footwear category give you energy.

The best shoes in the kinetic footwear category have been the by-product of years of research and testing. Joya shoes have been in research and testing for years. Studies at the Swiss Institute of Technology (ETH Zurich) show the shoe reduces ground impact forces 2-4 times that of an ordinary shoe. The multi-density PU midsole creates a rebounding sensation that smoothly propels the foot from late heel strike through toe-off, with no pressure points or "hot spots". Tenevis shoes reduce skeletal impact by 30-40 percent, and have 127.5% more cushioning than a control shoe, as concluded by research in South Korea and at the University of Calgary Kinesiology Department. Z-CoiL also fits the description of a kinetic shoe. Z-CoiL shoes reduce skeletal impact by nearly 50 percent and return nearly the same amount of energy, according to studies performed at the US Dept. of Energy - Los Alamos National Laboratories and Sandia National Laboratory. Studies and research findings can be found on the websites for these brands.

The Marketplace for Kinetic Footwear
Shoes in the kinetic footwear category will be worn by people who value walking for enjoyment, health and exercise. The estimated 79 million baby boomers, many of whom value walking for exercise and health, will buy kinetic footwear brands and tell their friends. People with occupations that require long hours of standing and walking, such as nurses, will also purchase kinetic footwear. People suffering from wear-and-tear conditions, including arthritis, disk degeneration and multiple lower extremity injuries may purchase kinetic footwear for their skeletal impact reduction and energy return properties. Good quality shoes in this category will retail between $100 - $160, and the premium quality brands will range between $190 - $260 at retail.

The Marketing of Kinetic Footwear

Successful marketing of kinetic footwear brands will not emphasize skipping the gym, sculpting a chiseled body or magically burning cellulite - simply from the mere act of wearing the shoes. These claims, touted by many fitness/toning brands, are very difficult to prove and they have drawn scores of skeptics and critics vigorously challenging those claims. Shoes in the kinetic footwear category will have messages focused on making walking enjoyable and fun.


Do you remember the Volkswagen "Fahrvegnuegen" commercials? Joya has coined the term "Befluegelt" to describe the sensation of wearing Joya shoes. Roughly translated, "Befluegelt" means to be "empowered to fly" or to "launch one's self". The advertising is fun, upbeat and care-free. Here is an example of a Joya television ad in Europe:



Did you notice that the emphasis was on having fun walking? It wasn't a re-hash of fitness/toning/shaping messages. It's about loving life on your feet. And that is what consumers want.

Sales of Kinetic Footwear Worldwide

Joya is experiencing explosive growth in Europe, the Middle East and in Asia. They launched in Spring 2009 at the GDS show in Germany, and their booth was swamped. By the end of 2010, over 600 retailers are carrying the Joya brand in Germany alone, with an estimated 600,000 pairs sold worldwide last year. This was all done with very little marketing, hype or fanfare. Joya has been a very quiet explosion overseas. What that tells me is that people are walking into shoe stores, trying on Joya and buying them. They are also telling their family and friends about the shoes. 

Joya officially lunched in the United States in September 2011. The brand has gained rapid acceptance and is now available in over 100 retailers nationwide, with new retailers coming on board monthly. At my wife's store, Total Relief Footwear, Joya became an instant success in may, and is now one of the top brands sold in her store. Many other retailers are reporting similar results. Customers try them on, fall in love with them, and buy them. For a listing of Joya retailers nationwide, click here.

---

Conclusion

Kinetic footwear is a category of footwear that should enjoy longevity in the marketplace, and many brands and new technologies will enter this category. As our population ages and matures, consumers will invest in shoe technologies that allow them to walk effortlessly on concrete and hard surfaces. It's not about fitness and toning. It's about loving life on your feet.

For more information about Kinetic footwear or any of the brands mentioned in this article, please contact Cam White (camwhite.shoes at gmail.com)