Joya Shoes Reviewed

Joya Shoe Review
By Cam White

Every once in a while, a new, refreshing concept in comfort shoes enters the marketplace. Joya shoes officially launched in the Unite States in September 2011, and the feedback from consumers has been overwhelmingly positive thus far. As the name suggests, this Swiss-engineered shoe is designed to make walking a physically and emotionally enjoyable experience.

How do you engineer a shoe that makes you want to walk for the pure enjoyment of walking? First, we need to examine how our feet work. If we walked the way nature intended us to walk, we would be barefoot on earth and sand all day long. The foot is an incredibly complicated architectural masterpiece, with 26 bones (plus 2 sesamoids), and scores of muscles, tendons and ligaments. Just like our hands, our feet are designed to move in 3 planes of motion. They are designed to articulate and adapt to uneven terrain.

But for most urban dwellers, we spend the bulk of our day on concrete, tile, asphalt and hard surfaces. These surfaces have no cushioning and they don't allow our feet to articulate or adapt to terrain fluctuations. Instead, our feet travel through the same, repetitive pounding motion with each step we take. In my opinion, the act of walking on concrete all day long is a textbook definition of repetitive stress on the tissues of our feet and our lower extremities. Many common foot ailments, including plantar fasciitis (heel pain) are commonly regarded as repetitive stress injuries.

Joya shoes, marketed as "The World's Softest Shoe" allows the foot to articulate and move naturally, but provides incredibly soft, resilient cushioning between your body and the concrete surfaces we walk on. Joya creates the floating feeling of being "suspended" above concrete. Your feet are allowed to adapt and move as if you were walking on soft earth or sand. Joya makes walking a barefoot sensation without exposing the body to the physical stress of walking on concrete. Since the dual-density polyurethane (PU) midsole is highly resilient, the shoes not only absorb impact, but they return energy. I like to call these shoes "kinetic shoes" because they help set the body into motion with each step you take. Since the shoe returns energy, the feeling of wearing Joya shoes is like walking on the beach all day long without the associated fatigue. Sand absorbs impact, but it doesn't rebound and return energy.

Joya shoes were invented by Karl Mueller (pictured at right), the son of the inventor of the MBT shoe. As a teenager, he worked side-by-side with his father as the MBT brand became an internationally known as a physiological shoe for health and wellness. The young Karl Mueller worked in product development, but was also responsible for working with MBT personal trainers. In 2006, Karl and his father left their company after being bought out by an investment group. After opening two successful fashion labels, Karl became obsessed with developing the next generation of comfort shoes. He wanted to develop a shoe that made walking a naturally pleasant experience with no learning curve, instructional DVDs or manuals. After years of testing, he partnered with Joya co-founder Claudio Minder (pictured at left), and launched the Joya product line at the GDS Shoe Conference in Germany in the Spring of 2009. In their short 2 year history, Joya has exploded as one of the leading comfort shoe brands in Europe, with an estimated 500,000 Germans wearing the shoes alone (according to a German press article).

A Closer Look at Joya Technology (Animation)




This animation demonstrates the unique, internationally patented design of Joya shoes. They are unlike any other comfort shoe on the market. The secret to the design of Joya shoes is the dual-density PU midsole. The bottom layer is an incredibly soft, "cupped" design. The upper layer is a firmer, "wedge-shaped" design. When the wedge drives down into the softer cupped layer, the outer walls of the shoe are driven inwards, creating a noticeable sense of stability for a soft and flexible shoe. The polyurethane midsole is encased in a special membrane developed by 3M and baked to create a "shrink-wrapped" layer of protection against water, mud and the elements. The interaction of the two polyurethane layers also creates a natural "air pump" effect that circulates air within the shoe. A ventilated sock liner allows for the free flow of air around your foot. When you put it all together, your foot is allowed to move naturally with no pressure points or "hot spots", and your feet tend to stay at a constant temperature.

The diagram at left illustrates the differences in plantar foot pressures by one person wearing Joya shoes, Rocker sole shoes, street shoes and athletic shoes. Red values indicate areas of peak pressure, while yellow, green and blue values indicate lesser pressures.

Notice that there are no red values in the Joya shoe. The softness of Joya is the first thing people notice when they first try on the shoes. For the vast majority of people, the softness of Joya shoes is an overwhelmingly pleasant sensation. For some, the softness of the shoe can be a little bit disorienting.

Studies performed at the Swiss Institute of Technology (ETH Zurich) measured Joya technology, compared against walking barefoot, and wearing other athletic shoes. Click Here to access the Joya studies page.


My Experience Wearing Joya Shoes

On January 21, 2011 I received a Federal Express package from Switzerland with a pair of Joya Grip Alpin hiking boots for testing and evaluation. I love testing new shoes, and was very curious to find out why these shoes were exploding in their popularity in Europe.

As I was lacing up my hikers, I couldn't help but notice how comfortable they felt on my feet. Then I stood up, and I instantly knew that these were the softest shoes I had ever worn. Standing still, my body felt like I was standing barefoot on soft, mossy earth, and I felt slightly "suspended" off the concrete surface in our store. As I began walking, I noticed a very soft landing at heel strike, followed by an immediate sensation of energy return. It was almost as if my foot was catching a small wave and gently riding it through the gait cycle. No pressure points or "hot spots". Just a smooth, fluid walking motion. My low-arched feet tend to pronate, and I noticed that I was pronating a little bit. I paid attention to my form and focused on applying more pressure on the lateral (outside) part of my foot, and I was able to overcome my tendency to pronate without thinking much about it. I was also pleasantly surprised at how stable the shoes felt as I walked. The best part of wearing Joya is that I really look forward to walking as soon as I put them on.

I have been wearing the Grip Alpin hiking boots for four months now, and I can honestly report that they are the most comfortable outdoor hiking boots I have ever worn. They grip like they have teeth in ice and snow. No slipping or sliding. They are lined with ProofTex, a highly water-resistant lining which makes them excellent all-weather shoes. I have walked on rough, uneven terrain and rock piles in my Joya hikers and they surpassed my expectations. Imagine the feeling of a 5-Finger, minimalist shoe with a memory-foam mattress attached to it. I can feel the shoe adapting to rocky surfaces, but my feet are protected from contact with the rocks. The Joya Grip Alpin hiking boots are perform exceptionally well, and I believe they will become very popular with people who enjoy trail walking and are generally outdoor enthusiasts. The Joya hiking and outdoor boots will also be the perfect apres-ski boot after a long day of skiing.

Note: The Grip Alpin Hikers sold out in Europe in 2011, and will not be available in the US market until Fall 2012.

Who are Joya Shoes Intended For?

1. Joya shoes will become very popular for people that like to walk for the pure enjoyment of walking. They will be worn for morning and evening walks, as well as weekend hikes. The will also be a popular "touring" shoe for those who plan walking vacations to cities in Europe and other destinations.
   
2. They will be worn by people with occupations that require long hours of standing, including nurses, doctors, retail personnel, security guards and hotel personnel. I think they would be the ultimate shoe for TSA personnel, who must stay alert at all times without fatigue interfering with their duties.
3. Joya will be very popular in walking cities, like New York, Washington, San Francisco, Chicago and Boston - where you either walk or take public transportation to get around. Joya is built for cities like Manhattan.
4. Although Joya shoes are not touted as medical/therapeutic shoes, numerous customers have expressed immediate relief from foot, leg and back pain. The German Joya website is flooded with pain relief testimonials for a wide variety of ailments.
   
5. Finally, Joya could be an excellent recovery shoe for strenuous exercise, including running and apres-ski. If you have been running for a long distance and your joints are inflamed, the softness of Joya shoes could reduce joints stress and help speed up the recovery process.

Who Shouldn't Wear Joya Shoes?

1. Joya shoes may not be well-suited for people that have structural deformities or injuries such as collapsed or fallen arches, PTTD or chronic foot and ankle instability. If you are not comfortable, or if you feel unstable, Joya may not be the right shoe for you.
2. The shoes may not be suitable for people with hallux rigidus or very limited range of motion in the big-toe-joint, due to the extreme softness and flexibility of the shoe.
   
3. For those with vertigo, dizziness or balance problems, Joya may not be the right shoe for you. The soft, floating feeling of wearing Joya shoes can be disorienting for some.
4. If the only shoes you like to wear are hard, flat shoes with rigid arch support, then Joya is probably not the shoe for you.
5. If you are thinking about Joya as a therapeutic shoe to help you with an injury or illness, please consult with your physician to make sure they are appropriate for you.
   

Joya Pricing and Availability
Joya shoes range in price between $195 - $239 (USD) for most models. My waterproof hiker, available in Fall 2012 will retail for $259. The shoes exceptionally well-built, and the soft PU midsole is rated to hold up to 4 million compressions, which is roughly 4 times the lifespan of a good running/athletic shoe - or roughly 2 years for the average wearer. The lifespan of a Joya shoe will also depend on how rough you are on shoes.

For a listing of Joya dealers in the United States, visit www.joya-usa.com

Conclusion

It is my personal belief that the human body needs to be protected from the repetitive impact of walking on concrete and hard surfaces all day long. It's time for shoe manufacturers to recognize that concrete is a hostile surface to walk on, and footwear needs to be engineered to protect our bodies against the unforgiving, artificial surfaces we walk on.

Joya exemplifies this philosophy, and it is a fresh, new concept in comfort footwear. No other shoe feels like Joya. The feeling for most people is instantly addicting, and there is no "learning curve". Just walk, and enjoy your life. While no shoe works for everyone, Joya will work well for most - and it's a serious winner.