selling running
been positioned at the top and base layer of the midsole to try and protect the foot through the gait cycle. “The Asics 33 is a unique
Vivobarefoot
Less is More? A
boom in barefoot running has seen many runners across the globe disregard their traditional well- cushioned running shoes in favour of feeling the
ground on their feet. This has seen the introduction of minimalist footwear onto the market from companies such as Vivobarefoot and Vibram FiveFingers.
The movement has roots in
Christopher McDougall’s book ‘Born to Run’ where the author spends time with a Mexican tribe who are able to run long distances barefoot without suff ering injury. The barefoot movement has not been without support from scholars. In 2010, the American Academy of Physical Medicine and Rehabilitation and Harvard
footwear enables a more natural type of movement. 70% of your brain’s movement comes from nerves on the soles of your feet. The more you can feel the ground, the more natural your movement becomes
Minimalist 32 |
SGB-SPORTS.COM
University both released studies to support the theory that barefoot running reduces injury and improves running technique. The minimalist footwear market has undoubtedly thrived. “We have experienced 500% growth in the UK in the past year” says Vivobarefoot’s Mark Collins. “Minimalist footwear enables a more natural type of movement. 70% of your brain’s movement
product, designed to work with all 33 joints of the foot”, says Simon Bartold, Specialist Sports Podiatrist and Asics International Research Consultant. “It is designed to give the user the road feel and ride in the tradition of our long held belief that the shoe should work with the foot and not against it.”
With the increasing popularity of barefoot running and minimalist footwear, a debate has developed as to whether traditional running trainers actually benefi t performance and reduce injury. So is barefoot best?
comes from nerves on the soles of your feet. The more you can feel the ground, the more natural your movement becomes.” Barefoot running has split the running community over the merits of improving performance and reducing injury. Established brands such as Nike and Asics hold the belief that most amateur or professional athletes should stick to wearing a well cushioned, responsive trainer. When speaking to SGB, Ian
Fraser of Asics stated “We at Asics off er footwear that off ers real protection to lessen impact on joints and muscles when pounding the streets. Minimalist footwear exposes your feet and fails to off er suffi cient protection.” Despite this, Asics has noticed
the increasing popularity of barefoot running and the desire for minimalist footwear and have introduced their own form of natural, lightweight running shoes. These shoes combine the benefi ts of that natural running experience whilst still claiming to off er a well cushioned experience. The Asics 33 features a
Asics 33
one-piece Propulsion Trusstic that works to enhance the foot’s natural mechanism by mimicking the functions of the plantar fascia. Gel cushioning has
Although the benefi ts of minimalist footwear over traditional running trainers still remains hotly disputed, it is essential that retailers pay attention to this phenomenon. As exemplifi ed with Asics releasing their own type of footwear to give the user that ‘natural running experience’, it seems that many brands are realising the potential profi t in natural or minimalist footwear. Whether ‘less is more’ is still
unclear. However profits are likely to be more rather than less if retailers seek to invest in this rising phenomenon.
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