The Comfort Shoe Report

2011-12-19T09:01:00.000-08:00

All About Kinetic Footwear™
By Cam White

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

Of or relating to the motion of material bodies and the forces and energy associated therewith
(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)

The Outlook for Rocker Sole Shoes in 2012

2011-12-13T09:30:00.000-08:00

Skechers Shape Ups Shoe with Rocker-Sole Modification	Are rocker-sole shoes actually beneficial, or merely just a fad whose time has come-and-gone? While these shoes became immensely popular from 2005-2010, the trend lost steam in 2011 and has fallen out of favor for many. This report will talk about the rise, fall and re-birth of this category. A Brief History of Rocker Sole Shoes Rocker-sole shoe shoes have been around for decades. Podiatrists and clinicians would prescribe rocker sole modifications for existing shoes (shown at left) to offload peak pressures in shoes for people with a wide variety of ailments, including arthritis, diabetes and other foot pathologies. The placement of the rocker mechanism was dependent upon the pathology being addressed. There are a wide variety of rocker-sole designs, including negative-heel rockers, heel-to-toe rockers, forefoot rockers and double rockers. A trained pedorthic facility or experienced shoe cobbler would add the prescribed modification to existing shoes.

Skechers Shape Ups

Shoe with Rocker-Sole Modification

Are rocker-sole shoes actually beneficial, or merely just a fad
whose time has come-and-gone? While these shoes became immensely
popular from 2005-2010, the trend lost steam in 2011 and has fallen out
of favor for many. This report will talk about the rise, fall and
re-birth of this category.

A Brief History of Rocker Sole Shoes

Rocker-sole shoe shoes have been around for decades. Podiatrists and clinicians would prescribe rocker sole modifications for existing shoes (shown at left) to offload peak pressures in shoes for people with a wide variety of ailments, including arthritis, diabetes and other foot pathologies. The placement of the rocker mechanism was dependent upon the pathology being addressed. There are a wide variety of rocker-sole designs, including negative-heel rockers, heel-to-toe rockers, forefoot rockers and double rockers. A trained pedorthic facility or experienced shoe cobbler would add the prescribed modification to existing shoes.

MBT - The First Commercially Marketed Rocker Sole Shoe
In 1996, Swiss engineer Karl Mueller developed the Masai shoe, which
later became known as the MBT shoe. It really had nothing to do with the Masai tribesmen. He discovered that a heel-to-toe rocker, combined with a soft foam heel sensor produced the same feeling of pain relief in his knees and Achilles tendons he experienced when he walked barefoot in rice paddies in Korea.

MBT Sport White

MBT shoes were originally sold by orthopedic shoe stores and medical specialists in Europe and Asia as physiological footwear - shoes that were good for the body. Sales associates were trained to properly fit their customers, and instruct them in how to walk properly in the shoes. Since the soft MBT sensor induces instability, wearers were "coached" on how to overcome the instability of the shoe to reap the maximum benefit of the design.

In 2006, an investment group bought MBT from Karl Mueller, and opened up the brand to broader distribution. MBT was soon available online through multiple retailers, and the personal service and consultation started to erode, except from the dedicated brick-and-mortar retailers committed to the brand. Price competition from online discounters and the rise of online MBT counterfeiters further damaged the brand, and once-loyal MBT retailers began heading for the exits.

"Physiological Footwear" becomes "Fitness and Toning" Footwear

	The popularity of rocker-bottom shoes led to Skechers debut of its "Shape Ups" brand in 2009. Backed by a massive advertising budget, Skechers exploded on the scene. Reebok, New Balance, Avia and many other brands quickly followed suit with their own rocker sole shoes. Many of these brands boldly touted the muscle-building, fat-blasting, cellulite-reducing and body-sculpting properties of their shoes. Retired professional athletes suggested that wearing these shoes could prepare them for a "comeback". "Skip the Gym" and "Fire Your Trainer" were common advertising themes.

The popularity of rocker-bottom shoes led to Skechers debut of its "Shape Ups" brand in 2009. Backed by a massive advertising budget, Skechers exploded on the scene. Reebok, New Balance, Avia and many other brands quickly followed suit with their own rocker sole shoes. Many of these brands boldly touted the muscle-building, fat-blasting, cellulite-reducing and body-sculpting properties of their shoes. Retired professional athletes suggested that wearing these shoes could prepare them for a "comeback". "Skip the Gym" and "Fire Your
Trainer" were common advertising themes.

These advertising claims drew the wrath of the fitness community and medical experts. The American Council for Exercise (ACE), a trade organization for fitness clubs and personal trainers, launched a successful public relations attack campaign against these companies, including the funding of a study challenging the fitness claims and suggesting potential health risks to wearing these shoes. The ACE counter-offensive was picked up by the television and print media. Lawsuits have since been filed for fraudulent advertising claims and for injuries incurred from wearing these "unstable" rocker sole shoes. Reebok International, Ltd. just paid $25 million to settle an FTC lawsuit alleging the shoes did not provide the body-shaping benefits they advertised. Public perception of the entire category changed from favorable to unfavorable.

The rocker bottom shoe brands under the greatest scrutiny share three common traits:

They boldly advertised that the mere act of lacing up their shoes would help customers reduce cellulite, burn more calories and give them a more youthful, chiseled physique.
Most of the brands under scrutiny are "unstable rockers". By "unstable" I mean that they have soft foam heel padding that provided no medial/lateral, or side-to-side stability. Many people suffered injuries because they were unaware that wearing unstable shoes requires that you pay attention to your form, and to be mindful of the terrain you are walking on.
Many of these "unstable" rocker bottom shoes were mass marketed through department stores and via the internet, with little or no consultation by shoe fitters. Some brands provided an instructional DVD emphasizing the exercise and toning benefits of their shoes, but minimized or omitted any potential health risks or common sense precautions to take when wearing these shoes.

The Outlook for Rocker Sole Shoes in 2012: "Unstable" is out, "Stable" is In

"Unstable" rocker sole shoe brands will face considerable challenges in 2012. If they look and perform like an "unstable" shoe, they will not sell well, even at sharply reduced prices. Consumers are aware of the news stories about these shoes, and many have expressed concerns that they don't actually tone you and could be potentially dangerous. In this regard, the American Council for Exercise launched a fabulously successful campaign against the makers of these shoes. As a result, many manufacturers have discontinued production of their "fitness and toning" shoes, and warehouses are still full of unsold inventory. Even premium-quality brands like MBT will face an uphill battle regaining market share in the "unstable" sub-category of rocker sole shoes, due to the negative consumer perception of "unstable" rocker sole shoes and price competition from other "unstable" brands dumping their discontinued inventory at bargain-basement prices.

Ryn Trail Redsun

Finn Comfort "Finnamic"

The rocker bottom shoes that continue to sell successfully are "stable" rocker sole shoes. These are heel-to-toe rockers that have good to exceptional medial/lateral stability. Heel and ball-of-foot pressure is offloaded, they are orthotic-friendly and they can be highly beneficial for a wide variety of foot ailments and pathologies. The wearer also feels a better sense of control when they wear "stable" rocker bottom shoes. Some of the best "stable" rockers, in alphabetical order, are Aetrex BodyWorks, Chung Shi, Finn Comfort "Finnamic", and Ryn. Prices at retail range from $120 - $340.

They key to the success of stable rocker sole shoes is that they protect our feet from the repetitive impact of walking on hard surfaces without sacrificing stability.
People who wear stable rocker soles have a greater sense of control on a much wider variety of surfaces. If Ryn offloads ball-of-foot and heel pressures, it could be potentially beneficial for Hallux rigidus/limitus, metatarsalgia, arthritis and plantar fasciitis . BodyWorks, Sano and Finnamic can also produce the desired result for a wide variety of issues at various price points. If you suffer from any of these conditions, it is always best to consult with your podiatrist or orthopedic foot & ankle specialist to see if these shoes are appropriate for your condition.

Conclusion

Rocker sole shoes have been around for decades. They provide an excellent defense against walking and standing on concrete and hard surfaces. The rise and fall of the rocker sole shoe trend will shake out several brands, but a few gems will remain. Consumers will be better educated about the therapeutic benefits of these shoes, and how they should be worn. If you prefer the feeling of the softness of unstable rocker sole shoes, such as MBT, it is also important to understand that it is your responsibility to overcome the instability that is built-in to these shoes. If you prefer a rocker sole shoe with better stability and control, then Ryn, Finn Comfort, Aetrex and Chung Shi are better choices.

Joya Shoes Reviewed

2011-12-13T08:47:00.001-08:00

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?

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.
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.
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.
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.
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?

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.
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.
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.
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.
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.