Tag: Avia

Showdown Over “Toning Products” Looming?

A war of words could be brewing over those so-called “toning” shoes reports MediaPost, which notes that Nike is firing back at rivals Reebok/Adidas (Adidas owns Reebok). Nike is running print ads (see below) for its own Trainer One women’s shoe, with the headline “The Ultimate Quick Fix is not a magical toning shoe,” and follows with the tag line: “This shoe works if you do.” In other words it goes back to the old Nike slogan of “Just do it.” So is that the end of the “toning” craze? Not likely. Continue reading Showdown Over “Toning Products” Looming?

Avia Recovery Shoes Take Flight

Walking on a bumpy, packed sand surface is supposed to be better than an even, paved surface for your feet and leg muscles. That’s what the company MBT came up with a few years ago and this season shoes with the but-busting concave soul have been released by many brands. Avia is one of those, but they created a double rocker, or the rocker concave soul with an air pocket under the arch. Three models include the ishape, iburn and iquest. The negative heel, double rocker and low density forefoot in each shoe model claims to make downtime activity productive by building muscles in the leg and quads – those muscles in the rear. This is done by making you work for every step by rolling your foot over the shoe’s soul.

Avia has a history of innovation since its beginning in 1079. Soleredemption.com has an interesting profile on the company’s progress.

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