COVERSTORY A Return to Primal Instincts? Q& A with Primal Lifestyle’s Managing Director Matt Wallden
Who are Primal Lifestyle? Primal Lifestyle is the company that introduced Vibram Fivefingers to the UK in 2007, and from January 2012 has sole distribution rights to the UK. During 2010 and 2011 Vibram Fivefingers were distributed to the Outdoor sector by Anatom, who were friends of the former European distributor, called AICAD. However, at the end of 2011, Vibram made the executive decision to work directly with their national distributors and selected Primal Lifestyle as their sole UK partner.
Why should retailers and consumers consider your products? Aside from Vibram’s reputation, the Vibram Fivefingers product is not just revolutionary - that would be too small a claim – it is evolutionary. Revolution is all about change, whether for better or for worse. Evolution is all about progression, about new adaptations that trump old designs. Vibram Fivefingers do that because they allow the human foot - a masterpiece of engineering – to work in the way that millions of years of evolution have honed it to work. From a sales perspective, it has
environment, who want to hone their technique, reduce their risk of injury and improve their efficiency, barefoot/minimalist is the way forwards.
What value-added services do you offer the retailer? We offer on-site training for staff and presentations to their customer base, should this be a brand and concept they embrace. We are also developing an ambassador scheme for larger stores so that there is at least one expert on our product per outlet. In addition, we are using increasing levels of technology and social media
to support our retailers. We are currently working with Brand Nation to raise the profile of Vibram Fivefingers to the end-consumer, and have an exciting upcoming TV campaign to support sell through for our retailers.
come as little surprise that the growth of Vibram Fivefingers has been sustained throughout a tough financial climate; again, a winning design allows you not only to survive, but also to thrive in the harshest of environments.
evolutionary
Some say Barefoot running is uncomfortable, do you agree? Well, it certainly can be if you don’t watch where you’re going! Barefoot running is completely interactive and engaging so, for those who just want to switch off, and rely on the cushioning of the shoe, then barefoot/minimalist running is not for them. But for those who want to really connect with their
would be too small a claim – it is
Vibram Fivefingers product is not just revolutionary - that
Have there been any challenges the brand has had to overcome recently? If so how have these been achieved? The primary challenge is to educate people. Anything that is as radically different as Vibram Fivefingers will inevitably spark a sense of hesitation to those more entrained to society’s norms. But for those who have a greater capacity for free thinking, there is instant recognition that the more a shoe looks like a foot, the more it allows the foot to function as a foot. Many critics point out that the foot didn’t evolve to walk on concrete, but if they were to do their geological research they would realise that the foot evolved in a very rocky environment and was designed to run, climb, scramble, grip and function exceptionally well in such environments. Simple repetition of these facts and use of multimedia are the primary tools for bringing around a shift in this awareness.
There have been reports of barefoot running injuries, what are your thoughts? Yes, there have; and I personally believe that one of the challenges we face are certain barefoot zealots who profess that barefoot running is the answer to all injuries. As someone with a background in rehabilitating and conditioning athletes from Joe Public through to those at the very highest levels, there are so many factors that contribute to an injury that a simple change of footwear is never going to be the panacea. However, research just out from Harvard University does indicate that barefoot running not only decreases impact, but results in a more effective running technique which approximately halves the injury risk.
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