Footwear_Jan10_p33:Footwear_Jan10_p33 21/12/2009 13:56 Page 33
COMPANY PROFILE
SOLE: ‘Nothing worthwile ever came easily’
Tell us about your company Where do the SOLE Platinium
history and your brand/lines ? Sandals/Sport Flips sit in the
SOLE was established in 2000, with market price-wise?
the launch of our first custom The Sport Flips retail for £49.00,
footbed, the SOLE Softec Ultra. Our which falls into the higher-end flip-
goal was to develop a superior flop category But they are truly in a
footbed, at a price anyone could league of their own in terms of
afford. Since then, we've introduced comfort, support, sporty good looks,
seven additional footbeds, and value.
performance-based socks, and an
outstanding line-up of orthopaedic How has the market for
sandals. orthopaedic footwear grown over
the last 10 years?
How did SOLE Custom Footbeds SOLE has noticed a shift amongst
evolve? Who designed them – retailers, the medical field and the
where, when and why? What’s the general population alike. People are
story behind the brand? starting to view “orthopaedic”
Edge Marketing Corporate, SOLE's parent company, humbly started footwear and their accessories as an opportunity to prevent injury
by manufacturing and selling the “Pro-Edger” gardening tool. In the and increase performance. Instead of responding to and
late 1990's, SOLE CEO Mike Baker and former VP Tom Taylor rehabilitating an injury, they are being proactive by considering what
discovered “heat mouldable” insole technology. After seeing the they're putting on their feet in relation to their activities.
opportunity for an over-the-counter heat mouldable footbed, they
partnered with Dr. Benno Nigg, Director of the Human Performance Any famous customers?
Lab at the University of Calgary. From there, they looked at products Several N. American Professional sports teams: National Football
on the market from $350 custom orthotics to generic cushioning League, NBA, NCAA, Major League Baseball are wearing SOLE
insoles. By rethinking the manufacturing process they brought proactively for enhanced sport performance. Locally in the UK we
together the very best technical elements to encourage balance, have Nick Craig (professional racing cyclist and a multiple national
stability, alignment, proper weight distribution and of course, a champion), Mark McNally (Road and track endurance cyclist), and
custom fit. As a result, SOLE Custom Footbeds were born. Lucy Creamer (without doubt the most accomplished female climber
in Britain. She has achieved more “firsts” than any other climber.)
What sets the SOLE Sport Flip apart? Tell us about the
technology? Where are you based and where do you manufacture?
What really sets the Sport Flips apart is the mouldable, orthopaedic All SOLE products are designed out of Vancouver, Canada. Our North
top layer. This layer is made with an EVA blend optimized to mould, American Head Office is located in Calgary, Canada and our UK
which adjusts to your feet over time. They start with very high arches Subsidiary office is located on Regent Street, London.
(both medial and lateral), deep heel cups, metatarsal pads and hidden All of our manufacturing takes place in South Korea and China.
toe ridges. As you wear the sandals, these all mould to match your
unique foot shape. The shape of our high-density EVA midsole How do you market your ranges?
supports the mouldable top layer. This structural support ensures Currently we are focusing our marketing through PR, Tradeshows
that the orthopaedic benefits are maintained while the top layer is and Direct Sales efforts.
personalized for your feet.
Studies have shown that flip-flops can be bad for you if worn too Do you have a brand philosophy ?
often, for numerous reasons. The Sport Flips counter some of the SOLE operates under the mantra that nothing worthwhile ever came
normal flip-flop problems by holding your heel in place better than easily. We are a diverse, hard-working group of individuals that seek
most with a deep heel cup, supporting your arch with what is likely to bring the best of everything: the best service, the best products
the highest arch available in a sandal, and using a toe ridge to reduce and the best value.
the need to scrunch your toes to hold the Flips on your feet.
Like our footbeds, the Sport Flips are great not only for And, the next step? Any plans for the future, new lines, etc?
preventative foot care, but for actively healing such ailments as 2010 brings many new and exciting products for SOLE. We are
plantar fasciitis, due to the supportive shape of the top layer and launching a line of wear-mouldable slide sandals; expanding on our
midsole. This same shape helps to prevent overpronation and Sport Flips line with Casual Flips (utilising recycled cork and starting
collapsed arches, which can lead to joint, knee, back and neck pain. a cork recycling program) and are previewing the SOLE Exhale in
January.
Are the promised health benefits approved by podiatrists? Spring 2010 will also mark the opening of a German-based office
SOLE Softec Regular; Softec Ultra; Slim Sport; Slim Casual and and European Distribution Centre.
Platinum Sandals have all been accepted by the American Podiatric Tel: 0845 644 3742 Fax: 0845 280 1864
Medical Association. www.yoursole.co.uk
JANUARY 2010
•
FOOTWEAR TODAY
•
33
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52