Wednesday, July 15, 2009 Helps Consumers Understand Technical Footwear

Sports shoes are bursting with all manner of technical innovations which seem to require a Biology or Physics degree to comprehend. So how is the average joe supposed to make sense of thermo porous membranes or set compression foam? Or the difference between Gore-Tex and Gore-Tex XCR?

These questions led to create their Tech Centre; an online resource designed specifically to make sense of all the technical jargon used in a wide range of activity shoes. Now anyone can easily understand the differences and benefits of common and exclusive technologies found in footwear when before only the manufacturers and their marketing executives really knew the difference, which was often very little.

The Fitness Footwear Tech Centre currently features over 100 different technologies, including manufacturer specific technologies designed specifically for each brand as well as common technologies used across a number of footwear brands such as Gore-Tex, Thinsulate and Vibram outsoles. To provide straightforward usability, a series of drop down boxes allow users to quickly find what they’re looking for, first by manufacturer or brand technologies, then by company name and finally by categories or individual technologies as categories by the companies.

In order to make their Tech Centre a fluid resource, Fitness Footwear has integrated elements of the website into their shopfront, presenting users with a sumarative paragraph of each specific technology along with a clickable link which then grants access to more detailed information about the feature. This clearly explains what the innovation does and where in the more

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