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FitFlop - How to "Man Up" Your Fashionable Fitness Shoes

February 26, 2012 | Comments: 0 | Views: 201

The FitFlop brand has come a long way since its introduction in 2007. It has grown remarkably from a niche health product into a fashion giant - now being available in forty four countries - and enjoying an increasingly wide recognition on the High Street. At first sight, they seem to be made for women - an impression enhanced by celebrity endorsements and regular appearances in fashion magazines, but the shoes are also available for men in a variety of classic trainer and boot designs.

FitFlops are the product of intense research at the Centre for Human Performance at London South Bank University in how to enhance people's posture and manage the tricky balance between comfort and fitness. Originally aimed at women who wanted to feel that they could work on their cellulite and muscle tone without being stuck in the gym all day, the FitFlop consciously mimicked the name and basic appearance of the age-old flip-flop while putting highly technical diagrams and discussions of muscle eversion rates at the forefront of their marketing.

To look at the marketing of these shoes when it comes to selling to men however, you would think that there was an embarrassment in the thought of selling shoes with this technical pedigree. After all, surely the technical detail should appeal to that masculine urge to understand how something works? It would appear not - and here the FitFlop recognises that most men are actually quite reluctant to openly announce their fitness regimens in anything other than that of competition. Men will quite happily compare their efforts on the sports field or in miles run and weights lifted. This appeals to the macho self-image of the sportsman far more than the prospect of talking about how the design of their shoe helps their posture and burns more calories.

The more thoughtful man would prefer to have a pair of these shoes or boots, which are cut to disguise the distinctively thick soles, and find that they are comfortable enough to reduce the stresses of a day spent on his feet on the shop floor. A man concerned with style can find a casual pair that he can wear on a night on the town without worrying that his feet will be aching by the morning. And if at the back of his mind he can tell himself that they are good for him as well as being comfortable, then they are suitable for him.

Author Claire Andrews recommends choosing FitFlop shoes for toning and losing weight.

Source: EzineArticles
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