Fitflop launches children’s range in SA
UK footwear firm Fitflop has launched its children’s collection in South Africa at select retailers.
Children prefer to walk and play barefoot, the company says, and the ‘Subaflex’ surface midsole in the new range will enable them to have that feeling while cushioning their feet and absorbing shock on hard surfaces like pavements.
“Whether they’re jumping around, playing in the garden or going for a walk, growing feet need shoes that will give them freedom, flexibility and enough underfoot space to move,” Fitflop said in a statement. “Fitflop Kids is ergonomically engineered to fit a child’s natural foot form. The flexible and generously cut Microwobbleboard midsole allows young feet to move naturally and feel free.”
Fitflop claims its footwear is biomechanically engineered to help tone and tighten leg muscles. Studies at the Centre for Human Performance at London South Bank University (LSBU) have shown that walking in Fitflop sandals can help increase leg and bottom muscle activity, absorb more shock than a normal shoe, help realign ground force reaction closer to joints and reduce foot pressure and pain from heel spurs and plantar fasciitis.
Fitflop footwear features patent-pending muscle-loading ‘Microwobbleboard’ technology and was independently tested at Salford University in Manchester, UK, to verify their pro-muscle activity prior to launch. Fitflop has also been approved by the American Podiatric Medical Association.
