NEWS
New research from University of Liverpool has revealved that wearing minimalist footwear for just 6 months will increase foot strength by 60%
M
inimalist footwear company, Vivobarefoot have unveiled Shoespiracy 3.0, a public health campaign exposing the damaging effects traditional cushioned footwear is having on both our feet and the way we move. The new campaign launches in line with research carried out with The University of Liverpool, and reveals that simply wearing minimalist footwear for 6 months will increase foot strength by 60% (1).
From an early age the public have been indoctrinated with the notion that shoes require support and cushioning to maintain the health of their feet. Vivo’s new campaign, further exposes that what many consider normal is in fact not natural. Thick soles, narrow toe boxes & excessive cushioning have all become the norm in shoe design and are in fact making feet weaker. Cushioned shoes are changing how feet naturally function leading to reduced mobility and stability; attributes all humans rely on.
But Why Does This Matter? The job of our feet is to feel the ground and inform us on how to move over it. By bringing
our feet closer to nature, and providing greater sensory feedback, we improve the body’s balance, strength and ability to move. These improvements reduce the risk of falls and injury, helping us stay healthier and happier on our feet for longer. By removing the cushioning from our daily footwear, and maximizing flexibility, our muscles grow stronger; delivering a direct and tangible impact to the way we move around our daily lives. Furthermore, conventional footwear is impacting the development of our children’s feet. 75-85% of pre-school children were found to possess misshapen big toes in two recent
studies (4). In order for kid’s feet to develop as nature intended, it is imperative they return to natural, and allow unrestricted movement via minimal, barefoot shoes. Vivo’s recent study, delivered in collaboration The University of Liverpool also showed that a reduction in foot strength, caused by cushioned shoes is directly impacting mobility & stability (2). This in turn is impacting our health systems with the NHS spending £4.6million a day on fall related injuries (3). The research identifies that walking and moving barefoot or wearing minimalist footwear over 70% of the time will help stop this issue. Both studies were led by Dr Kris D’Aout from The University of Liverpool. The Foot is the most advanced piece of technology to ever go into a shoe. Natural Foot function is designed to move barefoot, and that is why Vivobarefoot create wide, thin and flexible footwear using science and research to inform their designs. The resulting Vivo products ensure feet will move in the way nature ended.
Vivobarefoot founder, Galahad Clark said, “Big athletic brands are making big money businesses selling ‘stabilising’ sneakers, that only present a slightly less destructive alternative to their traditional offering, attempting to reduce - not reverse - the damage their very shoes and ‘innovation’ are causing. That’s why we make wide, thin & flexible footwear to mimic the barefoot condition, using the science and research on foot health to support out footwear design. We want to help make a healthier movement focused world.”
Vivobarefoot first exposed the Shoespiracy with their short documentary: Shoespiracy. They continue to call for the public to reclaim their foot health the latest iteration of Shoespiracy 3.0.
Letter from the new President of the Society Of Shoe Fitters - Nadia Arden-Scott
Hello,
My name is Nadia Arden-Scott and I am a passionate qualified shoe fitter of 17 years. I started ShuZu as I felt there were not enough choices of different children’s shoes for lots of different foot shapes/sizes and my daughter had quite wide feet as a young child and we struggled to find her good fitting shoes. As well as children’s shoes I now also measure and fit adults in Footscape, where we cater for all types of feet and those with foot problems or special requirements.
I have always been in a customer facing role and working for myself has allowed me to build an amazing rapport with all my customers as I like to make sure they are all happy. I am also a perfectionist when it comes to the fit of the
6 • FOOTWEAR TODAY • JUNE/JULY 2021
shoes and hence it was a no brainer to join the Society of Shoe Fitters and then to become a council member.
Having been on council for 15 years and 2 of those as the Vice president I am delighted to have been put forward to be President. I hope to make the most of this position and with the help of my colleagues as we want to really get the Society of Shoe Fitters’ profile to a higher level. I am really passionate about the Society and it deserves to be more highly regarded than it is and the public need to be made more aware of the skills and talent that there is involved with shoe fitting. Yours sincerely,
Nadia Scott DOWNLOAD THE FOOTWEAR TODAY APP NOW SPONSORED BY
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