Sheehan asks brands to take ‘the knuckle challenge’
23/07/2018
Sheehan argues that cutting down friction, which its ETC product can do, means creating less heat and producing less moisture inside the shoe, all of which adds up to more comfort.
To let brands feel the difference, the company has begun inviting them to carry out what it calls ‘the knuckle challenge’. Sales vice-president, Mike Sheehan, explains that all brands need to do is take two insoles, one made from ETC and the other made from material that the brand may be currently using. “If you put your knuckles on the insoles and rub back and forth with a little downward pressure, you are going to feel the difference [in friction] instantly,” Mr Sheehan says.
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