CHALLENGE/MISSION:
In 2006 Tomlinson was asked to help create the brand look and feel for Vibram FiveFingers and develop a distinctive personality for this offbeat, unconventional footwear. The core brand promise was that it provided the sensation and benefits of being barefoot with the protection and superior grip of a Vibram sole. While originally developed for sailors, boaters and kayakers, it was quickly determined that FiveFingers could also be used for a wide range of outdoor activities including running, bouldering, trekking, fitness, and more. This alternative to conventional footwear delivers a number of health benefits including improved balance and agility, a more natural walking motion, and less back pain. FiveFingers footwear is the next best thing to going barefoot.TOMLINSON CREATED A NEW CATEGORY:
barefooting (bare•foot•n) n. 1. The exhilarating joy of going barefoot without leaving yourself exposed; 2. any activity requiring unconventional footwear offering the protection of a thin, flexible Vibram skin; 3. an intelligent way to deepen your connection with your natural surroundings.
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RESULTS:
barefooting (bare•foot•n) n. Vibram FiveFingers has been featured in:- The Wall Street Journal, Runner’s World, Running Times, Trail Runner, New York Times, Her Sports, Men’s Health, Health & Fitness, Women’s Health, LA Times
- Featured on the Today Show
- TIME magazine named Vibram FiveFingers one of the BEST INVENTIONS OF 2007
- Sales have grown an average of 300% a year for the past 5 years sales are approaching 70 million in 2011.
