The Vivobarefoot brand was launched in 2003 with a simple concept that the human foot already has all the engineering it requires to support, balance and provide natural motor capabilities. The founder Galahad Clark (seventh-generation family member of the original C. & J. Clark shoes company, founded in Street, Somerset, England in 1825) believed that footwear manufacturers were in some cases over engineering features/benefits based on his findings specifically in the running category.

Vivobarefoot's natural movement inspiration came from a venerable source: 15th Century artist Leonardo Da Vinci. It is his famous quote, "The human foot is a masterpiece of engineering and a work of art," that has shaped the company's philosophy. The VIVO assortment is made up of the same performance construction offered in both the active and lifestyle collections for men, women and kids. This in itself is unique to the footwear industry and can only be accomplished by understanding the feet's natural capabilities. VIVO has focused on designing relevant product by integrating style, color and material usage that compliments the minimalistic look of its construction.

Your daily ritual more than likely includes taking off your shoes when you get home with much gratification. The feeling that is derived is all about natural movement. Whether you are standing, walking or even sitting your feet become engaged in a natural way. Not only does it feel good but your feet now benefit through sensory feedback that helps with better balance, body support and posture.

Consumers buy VIVO because they know what to expect from a feature/benefit perspective. The last shape, zero drop construction and a patented outsole construction built into every shoe is what creates the natural movement environment. VIVO also meets their quality and styling expectations." With a line that now includes lifestyle and active footwear, devotees have a wide range of products from which to choose. VIVO offering consists of On-Road, Off-Road, Mens and Women's Lifestyle and a Handcut Collection.

 Vivobarefoots sponsorship of the USRA means an excellent opportunity to work with a network of image leading independent retailers. This specialty retailer prides themselves on selling product that also provides functional value to their consumer. The independent retailer is typically more concerned with providing a buying proposition that is consumer centric, rather than just following current market trends. The Value Proposition formula in this channel of retail is inclusive of selling talking points such as: the brands mantra, its focus on offering quality in its materials and construction, a defined feature/benefit opportunity, style attributes and finally price. The focus and personalization on the consumer is what defines this channel.

VIVO will continue to authenticate its message of natural movement and the benefits that are derived from this technology.  Meeting a consumer's expectation as it relates to function can be a challenging scenario for a manufacturer but combining with trend right styling creates a unique buying proposition that I believe VIVO delivers on.

Following in the footsteps of Britney Spears and Christina Aguilera, Demi Lovato has signed with Skechers and will appear in the company's global marketing and social media campaigns through 2016. Lovato, known for hit singles "Heart Attack" and "Neon Lights" as well as two seasons as an X-Factor judge, will make her first official appearance in a new Skechers TV commercial and accompanying print ad later this year.

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