Recovery Footwear Steps Into the Spotlight

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The concept of recovery footwear is still relatively new to consumers, but it’s gaining popularity.

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A 2024 Circana survey in April found that 50% of consumers are interested in recovery footwear. Among them, 67% cited everyday comfort, 45% pointed to post-workout recovery, and 32% were motivated by long hours spent standing.

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Major brands like Nike and Hoka now offer recovery footwear, and experts believe that with the proper marketing to targeted audiences, the category has strong growth potential.

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Kane Footwear is now running two different ads: one for “hardcore athletes” and the other for the more casual user.

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Another recovery footwear brand, OOFUS, is gaining traction at medical conferences. The company has introduced its shoes to physical therapists, podiatrists, and other medical professionals who treat plantar fasciitis and mobility issues. Many of these professionals are on their feet all day and could benefit from a pair themselves.

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From athletes to professionals, recovery footwear is walking into the spotlight.

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