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FitFlop generated a massive PR storm when they launched their line of leg toning sandals in 2007. The sandals promised to provide wearers with unparalleled comfort whilst at the same time increasing muscle activity which would lead to better tone for the legs and lower back. Alongside this promise, FitFlop also declared that these sandals could cure many problems associated with the foot, such as back pain.


The sales of the sandals show how effective these shoes can be, with most reviews stating that they saw an improvement in the amount of toning achieved. There are reviews that suggest the FitFlops aren't as impacting on the muscles as claimed, but all reviews agree upon the excellent comfort provided by the FitFlops

The success of the FitFlop sandal falls in line with the current trend for tonings/active shoes, with top brands such as Reebok and Skechers launching their own styles of toning shoes – this trend shoes no sign of slowing down. However, this mean FitFlop are now competing with some major footwear labels and they have a limited product range. FitFlop sandals won't survive the harsh weathers and temperatures brought in by the winter months. It is for this reason that the new FitFlop Boot was created.


The FitFlop Boots use the same micro-wobbleboard technology that was used in the original FitFlop sandal, so, not only will the boots protect feet from the winter weathers but will also help tone your legs. FitFlop have launched a wide range of boots, ranging from the Mukluk (an UGG style boot) to the Superboot (which is a more subtle design made of leather).

The issue is here is that FitFlop are now sailing into unknown waters, competing against some very large brand names such as UGG Australia and Timberland. Due to the success of the sandals, many retailers have placed a large amount of their spend into this brand and will be watching the sales very carefully. It will be interesting to see if the loyal ‘FitFlopers' carry the brand to success this Winter.

 


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