FitFlop

FitFlop sandals were first created in 2007, after Dr David Cook and Darren James - both biomechanists at London South Bank University – collaborated with Marcia Kilgore (businesswoman and busy mum) to create the world's first muscle-activating flip flop. Over twelve million pairs have been sold since, and now they've branched out into clogs, sneakers, shoes and boots too.

FitFlop footwear features a patent-pending Microwobbleboard midsole which can help increase the time that your muscles are engaged every single time you take a step:

Case studies conducted by biomechanists at the Human Performance Centre, London South Bank University, show that wearing FitFlop footwear can:

• Increase bottom muscle activation (up to 30% longer)
• Increase hamstring muscle activation (up to 16% longer)
• Reduce knee joint stress (up to 20%)
• Reduce hip joint stress (up to 8%)
• Reduce ankle joint force (up to 11%)

FitFlop's Microwobbleboard technology was also tested independently in studies at Salford University by Dr Philip Graham Smith and Richard Jones, which showed that wearing FitFlop footwear reduces foot pressure concentration. Research is continuing with the university's research team as part of an ongoing UK government-funded Knowledge Transfer Partnership to understand the biomechanical benefits of FitFlop footwear.