Vionic is going against the high-performance running trend in footwear and focusing instead on a basic and universal form of human movement — walking.
The brand will be launching in October its FioFeather innovation platform via the debut of the Hummingbird sneaker. The shoe combines advanced biomechanics with “featherweight” performance designed for walking. The sneaker was designed to provide the same biomechanical support, stability and guided motion technology that is associated with the Vionic brand.
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“Hovering around seven ounces, Hummingbird introduces a new feather foam comound, our first-ever TPEE midsole, and proprietary Vio Motion technology engineered specifically around walking gait mechanics. The result is a shoe that feels remarkably weightless while still delivering the guided motion and support consumers expect from Vionic,” said Natelle Baddeley, chief design and product officer at Caleres.
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She added that the shoe balances lightweight footwear with proper alignment of the body. “Our technology is designed to disappear into the experience of the shoe so the consumer simply feels better moving through her day,” she noted.
Baddeley said the Vionic brand believes that walking deserves the same level of innovation and biomechanical expertise that’s been historically reserved for running. “Running may be performance, but walking is life,” she said. “It’s the movement people do every single day, thousands of steps at a time, and we see a tremendous opportunity to engineer footwear specifically around the way the body naturally moves through walking gain mechanics.”
Unlike other brands focused simply on weight reduction in their walking shoes, Baddeley said the Vionic focus is rooted in the brand’s longstanding medial heritage in podiatric science and body alignment. As for why now for the introduction of the Viofeather innovation, the chief product officer said: “Today’s consumer is increasingly focused on sustainable movement habits, longevity, recovery, and feeling better in everyday life. The rise of walking culture reflects that shift.”
Looking ahead, Baddeley said that Viofeather is bigger than a single shoe launch. “It reflects the future direction of the brand and our commitment to defining the next era of performance walking.”
Vionic said the development of Viofeather took over a year through the collaboration between biomechanical expertis, performance footwear designers, physical therapists, and the brand’s VioLab innovation team. The company pointed out that while runnings emphasizes propulsion and speed, walking requires alignment, guided motion, chosck absorption, and stability through every step.
In addition to the new FeatherFoam compound and the TPEE midsole, the sneaker also features strategically placed hihg-abrasion rubber to reduce outsole weight, dual-density VioFlex footbeds and proprietary VioMotion support technology. The sneaker also earned third-party validation via the coveted Heeluxe Certified Comfort designation.
Earlier this year, Vionic debuted former pro beach volleyball player Gabby Reece’s namesake sneaker. And last year, the Caleres-owned brand announced a shoe that features “the most walkable heel,” which was released this past February.