Sweat it out in uber comfy FitFlop!
The combination of FitFlop’s iconic soles with stretchy ‘Uberknit’ uppers is perfect for wearers with challenging foot issues.
A workout while you walk. That’s the promise FitFlop, the thick-soled, jaunty-colored sandals, made when it entered the market in 2007.
Thanks to its patented Microwobbleboard technology embedded in the midsole, which acts like a shock absorber and helps diffuse underfoot pressure, FitFlop is just so damn comfortable you can wear it all day.
Uberknit Gladiator Back-Strap sandal hugs the feet in an open-toe silhouette.
I had my first pair of FitFlop Walkstar 1 (in red and white) in 2008. And just like its legion of die-hard fans, I too, could attest that I did feel the familiar burn in my knees and legs when I wore it intermittently for about three weeks. For someone who wasn’t athletic, it felt good to know that I was toning my legs one step at a time.
These days, I just can’t slip my feet off FitFlop’s Uberknit Slip-on — whether I’m in the mall, in the office or at the gym. This ballet flat with “more pump less thump” is made with a stretchy and breathable fabric that hugs your feet.
With its Anatomicush technology featuring a single-density layer of anatomically curved cushioning — engineered by the brand’s in-house expert biochemists — Uberknit is so light, flexible and stylish.
The combination of the brand’s iconic soles with stretchy “Uberknit” uppers is also perfect for wearers with bunions, hammertoes, high insteps and other challenging foot issues.
Science to street: With its Anatomicush technology — engineered by the brand’s in-house expert biochemists — Uberknit is so light, flexible and stylish.
The Uberknit Ballerina is a slip-on — perfect for those who don’t like to fuss with laces and fasteners.
I first fell in love with Uberknit during FitFlop’s annual regional press conference, which was held last month in Bali, Indonesia. And yes, it was love at first fit.
The itinerary involved a nature walk around the key heritage sites in Bali. Under the heat of the sun, 28 degrees felt like 38, but nothing would stop us, a group of journalists from all over Asia, from exploring the Garuda Wisnu Kencana Cultural Park and the Taman Bhagawan for the mandatory selfies and IG stories.
After having walked what seemed like a mile, the Uberknit Ballerina, which I was wearing, did not once made me wish I had my trusty sneakers on instead. It felt like walking with just your socks on (except that the outsole has rubber pads for awesome grip).
Sun, Sea and Superwomen
“Launched in 2007, the first pair of FitFlop — the sporty Walkstar 1 — came in just 10 colors. Fast-forward to today we have over 300 designs covering all different wearing occasions. Not only do we have sandals, we also carry sneakers, flip-flops, even mules,” enthused Melody Tanjimenez, FitFlop AVP for regional brand management, who welcomed delegates from all over Asia.
From left: F-Sport Fringe sneakers, Fino Crystal Toe-Thong Sandal and Superskate Fringe loafers
FitFlop’s spring/summer collection was unveiled through a segment with select fashion influencers including celebrity couple Maxene Magalona and Robby Mananquil and Miss Grand International 2016 1st runner-up Nicole Cordoves, each wearing an ensemble for a unique occasion that featured the versatility and uniqueness of a pair from FitFlop’s newest line.
One of the highlights of the event, dubbed “Sun, Sea and Superwomen,” was the introduction of FitFlop Superwomen, ladies who “juggle many different roles every single day, heroically and without a fuss.” Aside from media from Malaysia, Indonesia, Thailand, Vietnam and the Philippines, each country also had a “superwoman” to represent them.
Anya Lim, a young entrepreneur from Cebu who founded ANTHILL (Altnernative Nest and Trading/Training Hub for Indigenous/Ingenious Little Livelihood seekers) Fabric Gallery, a social and cultural enterprise that works to preserve and promote Philippine weaves and provides sustainable livelihood among indigenous communities, made team Philippines proud.
From left: Strata Gladiator Sandals, iQushion flip-flops and F-Sporty Laceup Fringe Sneakers
Lim was joined by her fellow “superwomen” Nune Noppaluck, fashion and beauty blogger from Thailand; Instan Soekotjo, singer from Indonesia; and CS Poon, boutique agency owner, from Malaysia.
“FitFlop founder Marcia Kilgore is a superwoman herself,” shared Tanjimenez. “She wanted a product that would take her through the many facets of her life — as a mom and an entrepreneur. FitFlop believes that being a superwoman does not entail doing something out of the ordinary. Rather, it is about the many roles that women juggle on a daily basis.”
In keeping with the spirit of FitFlop’s Superwomen campaign, which calls for the inclusivity of all women in the plight towards equality, a turnover ceremony was held to present a donation to BaliWise, which teamed up with FitFlop for the event. A non-profit organization founded by ROLE Foundation, BaliWise empowers marginalized Indonesian women through intensive skills education courses in English, Bahasa, IT, hospitality and business.
FitFlop Indonesia brand manager Johan Sebastian; Handy Effendi, GM of PTPG; representatives of BaliWise Foundation; with Primer’s Melody Tanjimenez
FitFlop presented cash donation to BaliWise — pairs of FitFlop for the community — and opened its doors for job opening and immersion for the women of BaliWise community.
“FitFlop remains committed in empowering women from the ground up,” enthused Tanjimenez.
Branded by the younger set as a “tita” shoe (thanks to Oprah Winfrey who declared it her footwear of choice in the summer of 2008), FitFlop has upped its style game since 2008; its latest collection says this loud and clear.
Team Philippines: FitFlop Philippines’ Melody Tanjimenez, Sol Aquino, the author Lai Reyes, Primer’s Ruth Sanchez, Angelo de Cartagena of Mega magazine; Liza Ilarde of Manila Bulletin; Anya Lim of ANTHILL; Nicole Cordoves; Ning Nuñez of Preview; Maxene Magalona, Robby Mananquil, Primer’s Eric Beja
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For a complete list of stores, go to FitFlop Philippines on Facebook, follow @fitflopph on Instagram.
