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Fitness Footwear combines everyday comfort and fashion with a key focus on fitness and well being.

Comfort footwear is expanding, with fashionable designs and added health benefits being key for the market trends this season. Leading into the summer, FitFlops are beneficial for the hot weather.

FitFlop sandals are designed to simulate the effect of walking barefoot on soft uneven ground. Designed by Dr. David Cook and Darren James at LSBU (London South Bank University). They have been reported by wearers not only to help firm and tone the lower body, but to provide relief from heel spurs, strengthen the back, degenerative disc disease, sciatica, osteoarthritis, lower limb oedema and restless leg syndrome. By incorporating the patent-pending FitFlop Microwobbleboard™ technology built into a multi-density midsole; every pair of FitFlop sandals is designed to work the leg muscles harder, burning more calories with every step and giving the wearer a work out while they walk. The engineered benefits reduce back pain, increase bottom muscle activation and reduce knee joint stress which is effective for a pair of shoes.

The feminine FitFlop Electra with a sequin finish featuring a super-soft collar, microfiber lining, lightweight foot hugging leather and precision sequin placement that adds shine to your day. The toe post sandals only come in whole sizes. If your feet fall somewhere between, FitFlop recommend that you go up a size if you have wide feet or a high instep, and down if you have narrow feet or a low instep. FitFlops Walkstar , as pictured is the toe post mule, 'the shoe with the gym built in'. Designed to tone and tighten muscles, that are comfortable to wear and in effect could be seen as the new croc with a purpose. 

Alternatively the enclosed Skechers, Ske Shape Up Fit 'shape up while you walk'. Designed to promote your weight loss, tone muscles and improve posture which are again extremley comfortable. They also help consumers get fit without setting foot in the gym. The footwear firms calf muscles and reduces cellulite. The shoe tones your thighs increasing cardiovascular health, reducing both stress on the knee and ankle joints.

While looking at the commercial cross between sport and fashion in footwear we also have a new selection of slim lined Converse pimsols which spin of the classic version. Converse All Star Light are canvas uppers with lace fastenings and converse detail on the tongue. They are also lightweight and hold a flexible sole unit. They do not enhance weight loss but do hold a comfort, fashion factor that sells well and alongside FitFlops promotes simplistic design that works for everyday comfort.

The Fitness Footwear trend has caught on something big for the season, the FitFlop sandals seek a cost effective alternative to the gym and promotes weightloss. This begins a great start in shaping up for the summer or for general everyday comfort.