In 2013 when Jim Van Dine was guiding Hoka towards being one of the most influential and important brands in the running industry, he made a statement, “the last 30 years there has been zero reduction in the incidents of runner’s injuries.” The comment was a powerful statement from the leader of a running brand. Jim believed so greatly in the oversized tech of Hoka that his explanation and educational discussions of the cushioning system led to every brand implementing an oversized rocker cushioning system into their line of running shoes. Today, there isn’t a company in running that doesn’t have a stacked midsole. There aren’t any companies missing out on a chance to discuss rebound and the benefits of energy return and efficiency. Jim is now looking towards recovery. This is one of the most accomplished individuals in sneakers. He could easily rest and become an advocate of fitness and movement. Instead, he was at a running event in November of 2021 speaking on behalf of one brand on the importance of Recovery.
01 | FIRST LAYER OF JUTE
The first layer of jute forms the foundation of our footbed. It stabilizes the natural cork and latex core.
The first layer of jute forms the foundation of our footbed. It stabilizes the natural cork and latex core.
02 | CORK AND LATEX FOOTBED
The cork and latex footbed is the heart of all BIRKENSTOCK shoes. The shock-absorbing and highly flexible cork and latex core supports and relieves pressure on the feet. The natural materials insulate against the heat and cold and create a good foot climate.
The cork and latex footbed is the heart of all BIRKENSTOCK shoes. The shock-absorbing and highly flexible cork and latex core supports and relieves pressure on the feet. The natural materials insulate against the heat and cold and create a good foot climate.
03 | SECOND LAYER OF JUTE
The second layer of jute is placed around the sides of the footbed. This increases the flexibility of the footbed and makes it significantly more durable. This layer of thick, absorbent jute helps to regulate moisture.
The second layer of jute is placed around the sides of the footbed. This increases the flexibility of the footbed and makes it significantly more durable. This layer of thick, absorbent jute helps to regulate moisture.
04 | SUEDE LINING
The suede lining absorbs moisture. This natural property of the high-quality top layer helps to ensure a pleasant foot climate.
The suede lining absorbs moisture. This natural property of the high-quality top layer helps to ensure a pleasant foot climate.
There is history behind what has long been looked at as just a sandal. Birkenstock first used the term “footbed” in the 1930’s. The history and the why behind utilizing Birks as Recovery stems from the materials and the shape of their footbed. While most people find the shoes stiff on the first few wears, due to an extended break in period as the shoe molds to the foot, an interesting discovery was made by podiatrists which translated into recommendations for nurses and workers who stand all day to use the shoes to strengthen the foot naturally. Over the years, athletes and entertainers who perform at the highest level were forgoing their own brand’s athletic slides to wear the Arizona and other styles from Birkenstock. Birk is a company that doesn’t pay endorsers, but everyone from Tom Brady and Steph Curry (Under Armour) to Kanye (YZY adidas) have been seen wearing the shoes. The move to Birks was organic but being suggested by trainers and fitness staff who explained the importance of wearing a more supportive shoe, than slides, after training has never been utilized by the brand. That will change in the next year.
Designing “Down” to Elevate
How can a brand that costs twice as much as CROCS and OOFOS wage war when the person most likely to buy CROCS is completely different than the consumer buying Birks and OOFOS? CROCS allow for personalization with their Jibbitz. This creates a shoe designed for TikTok and making a statement in fashion. OOFOS is strictly for athletes and at a fraction of the cost, an athlete looking for a recovery option is already familiar with this option. Birkenstock made a few adjustments to enter this battle. The brand introduced an EVA version of their classic footbed which has been rolled out to sneaker retail. The model crossed over into new demographics with this very controlled strategy. They’ve also been very selective with smart collaborative efforts. While CROCS makes KFC clogs, Birk has been aligning with Rick Owens and boutiques like KITH. The battle with CROCS is already in motion, but it’s being carefully waged as the company begins to build a stronger supply chain. Birks, unlike CROCS, is creating fans of the footwear who can grow with the brand. A Jibbitz isn’t as cool when you’ve graduated from college or when you’ve entered into a more professional facet of life.
An Unknown Kingdom in Sport
In every great battle a smaller opponent can change the outcome of the situation. There is a reason when the job gets too difficult the Navy brings in a small SEAL Team to operate from within. OOFOS, is an elite special forces team in the Recovery race. They aren’t very big, but they are inside and changing athletes one pair at a time. Birkenstock hasn’t really promoted their product in sport, but the fact that Van Dine is actively involved is an immediate indicator Birkenstock recognizes the importance of this segment. I did an interview last year to dig into the tagline, Run, Birkenstock, Repeat: Delineation: A Deeper Dive Into Birkenstock’s Separation from the Pack – ARCH-USA
I expect Birkenstock to begin educating the consumer on foot health and in doing so they will shine a light, indirectly, on the lack of innovation of CROCS. Consumers are becoming more thoughtful and the brand who learns how to engage, entertain and educate will inspire long-term connection beyond fashion. Recovery was a niche market. Quarantine and sedentary lifestyles have changed the market in a manner requiring every brand to explain the benefits of the products they sell. Fashion doesn’t sustain, function does.