Actress Uma Thurman is the latest among women who are making comfort a priority in choosing footwear. The UK brand FitFlop recently launched its spring-summer collection with Thurman as its first celebrity brand ambassador.
“We started working with Uma Thurman for the ‘Superwomen’ campaign and she’s an amazing face for the brand,” says Louise Barnes, FitFlop global marketing director. “She believes in our brand values and empowerment for women. She is a woman on and off screen that represents someone who is in control, a strong woman, a confident woman who feels great in flats. As an actress, she loves playing the role of strong women and that’s what she brings to the campaign.”
From the new “athleisure” collection, Thurman wears sneakers and ballerinas made of Uberknit, a lightweight, comfy, breathable knit. The shoe sits comfortably and snugly against the ankle, making it perfect for strolling city streets and traveling.
Also new for the season are the super skinny rubber flip-flops made of ultra lightweight iQushion, and a selection of sandals in the season’s key color yellow and other combinations.
Emma Saunter, FitFlop head of international marketing, says, “We provide a unique combination of biomechanics, comfort and fashion. The science behind it is optimizing the alignment of your body. Many brands can claim comfort, but it will not be all-day comfort. The biomechanic technology reduces fatigue and puts less pressure on your joints so you can keep going longer. With FitFlops, you can wear them all day.”
FitFlop celebrates its 10th anniversary this year and the Philippines is one of its key markets, having the biggest online followers on Facebook and some of the most passionate collectors.
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In the Philippines, FitFlop is exclusively distributed by the Primer Group and available at Ayala Malls in Davao, Alabang, Cebu, Centrio, Greenbelt, Marquee, TriNoma; Robinsons Ermita; SM in Baguio, Batangas, Cebu, Mall of Asia, Aura, Megamall, North Edsa, Southmall, Tarlac; Shangri-La Plaza; Rustan’s Department Store; select ResToeRun and Bratpack stores.