Five Fingers Builds a Brand With Your Feet
Posted by Jaci Russo
The first pair of Vibram Five Fingers that I noticed was in April on the feet of a super runner. They caught my attention immediately and made an impression - enough that i remember it vividly. They actually distracted me from the conversation because all I could think about was the crazy 'sock shoes' he was wearing.
I wondered if he had flat feet or high arches and if the shoes compensated. I thought about how they might feel when he stepped on something sharp. I wondered if he wore them to the grocery store.
Talk about 'change the conversation'. The shoes completely dominated my thoughts.
Now, only four months later, I am starting to see them everywhere. The shoes aren't just for the 'super runners'. People are wearing them to the grocery store and to the movies and even to the office. They seem to be a movement - yet I haven't see any advertising to support the cause.
So, why does it seem like everyone is getting a pair?
1. It's Different
Much like when Crocs entered the market and created a whole new category, Vibram Five Fingers is very different than any other shoe out there. And they aren't different just to be different. The shoe provides a functional difference.
The biggest difference of all - the toe pockets. There are lots of thin shoes with a narrow profile for climbing and water sports. But none of them have toe pockets. This makes the shoe visually interesting and immediately gets attention.
2. Back to Basics
In order to compete, shoe companies have added more. More shocks. More structure. More support. More cushion. More tread. Vibram has gone the opposite direction. Instead of adding more to their shoe, they have taken it all away. Instead of wrapping your foot in a flak jacket, they've freed it so you are almost barefoot.
As the Vibram website explains,
The typical human foot is an anatomical marvel of evolution with 26 bones, 33 joints, 20 muscles, and hundreds of sensory receptors, tendons and ligaments. Like the rest of the body, to keep our feet healthy, they need to be stimulated and exercised.
Many experts believe the shoes we wear not only cast the foot in a protective form, but also weaken our foot and leg muscles, leaving them underdeveloped and more prone to injury. And while there are many occasions where traditional footwear is essential for protection, safety, and security, it is equally important to stimulate and exercise the foot in a more natural state on a regular basis.
That’s why we recommend wearing FiveFingers for exercise, for play, and for fun. Stimulating muscles in your feet and lower legs will not only make you stronger and healthier, it improves your balance, agility and proprioception.
3. The Name
This is where Vibram Five Fingers really stands out. The name is interesting and memorable. Vibram isn't that great - quite awful actually. But Five Fingers is pure genius. The crazy contradiction of naming the shoe 'five fingers' when it goes on your feet leaves a lasting impression. The name is memorable and easy to pass along.
It's no wonder why the Five Fingers shoe has taken off and seems to be everywhere. The unique design appealed to early adopters. The interesting name makes it easy to remember. The emotional connection is strong to build the brand. Great job!
