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Industry News for

4040 Civic Center Drive Suite 430
San Rafael, California 94903

Orthaheel is now Vionic with Orthaheel Technology

 

With Sights Set in A Sole Direction, Vasyli LLC Announces Global

Rebranding to Vionic Group LLC, Combining its Trusted Consumer

Collections Into a Single Brand for Spring 2014 and Beyond –

Vionic with Orthaheel Technology

 

Combining What Women Want with What Women Need, the Stylish, Podiatrist-

Designed Vionic Collection is the Culmination of Consumer Insight and

Biomechanical Innovation

 

San Rafael, CA (July 1, 2013) – For Spring 2014, Vasyli, LLC, the privately held

parent company of good-for-you footwear brands Orthaheel and Dr. Andrew Weil

Integrative Footwear, today announced the merger of its three consumer brands

into a single, stylish brand that marries technology and performance with fashion,

Vionic. Vionic, the contemporary, podiatrist-designed footwear collection will

launch in Spring 2014 in the USA, Canada, Germany, United Kingdom, Italy,

Australia, New Zealand and Taiwan. While a new brand in style and design,

Vionic’s retains its most prominent feature, the Orthaheel technology.

 

Vionic is the new Orthaheel.

 

Orthaheel was brought to the U.S. in 2007 by five Australians with a combined

history of over 135 years in the fashion footwear and podiatry professions. The

company’s founder, Phillip Vasyli, is a renowned podiatrist with over 30 years of

experience, and the Vasyli Think Tank of advisors is comprised of some of the

world’s foremost experts on biomechanics and lower limb health. This group

helps to drive the innovations and research behind each and every one of the

company’s products.

 

Distinguished by its unique medical heritage and commitment to maintain the

vision of creating life-changing footwear, Vionic will continue to build an

innovative brand that also feels sincere enough to maintain existing consumers’

confidence and trust.

 

Consumers Requested and Vasyli Responded.

 

Vionic is the direct culmination of feedback from consumers who have

discovered the benefits of the Orthaheel technology and have requested that the

aesthetics keep pushing the boundary of style selection while continuing to

incorporate the same pain-relieving and supportive orthotic technology.

 

 

 

 

 

 

 

In research groups carried out by Vasyli, the new Vionic brand name was a hit

with current loyal Orthaheel consumers. Vionic will feature “Orthaheel

Technology” in the brand logo to provide loyalists with the assurance that other

than more of what they want, the trusted and effective technology will not be

changing.

 

Feet were designed to walk on soft, natural surfaces such as soil and sand. In

reality today, many people spend most of their time standing, walking and

running on unnatural hard, flat surfaces in unsupportive footwear. Providing a

simple solution to these painful problems, Vionic footwear restores the foot’s

natural (neutral) alignment, enabling the feet, ankles and legs to function as

efficiently and dynamically as they were intended.

 

Vionic’s Next Steps.

 

The one-brand strategy is important as it enables Vasyli to focus all of its energy

into a sole direction: stylish footwear with superior support. Continuing on

Orthaheel’s triple digit growth since its introduction in 2007, Vionic is poised to

experience a monumental 65% growth in 2013.

 

Vionic will keep a focus on key priorities moving forward, focusing on design,

development and customer service. All the while continuing to improve upon the

Orthaheeel technology, identifying ways to build even more style and science

into the footwear for the target consumer. Orthaheel has both clinical and

scientific validation, a major barrier of entry for those thinking about entering

Vionic’s market. Vionic has a sophisticated marketing and branding campaign

underway for the new launch, which will engage new customers by building on

the emotional and functional connection current customers are already raving

about.

 

 

The Vionic with Orthaheel Technology footwear collection will range in price from

$59.95 to $139.95 and will be available at Dillard’s, Belk, Footsmart, Zappos,

www.vionicshoes.com, and select retailers across North America.

 

###

 

 

About Vionic with Orthaheel Technology

 

Australian podiatrist, Phillip Vasyli, introduced the award-winning Orthaheel

brand in 1991 in order to reach an even larger audience of people struggling with

heel, knee, leg and lower back pain.

 

 

 

 

 

 

Orthaheel as a brand has evolved into Vionic with Orthaheel. While Vionic is a

stylish new brand on the outside, its most prominent feature is the tried-and-true

technology on the inside.

 

Vionic with Orthaheel Technology offers the only sandals recommended by both

the American Podiatric Medical Association (APMA) and renowned integrative

medicine doctor, Andrew Weil, MD. The brand offers shoes and orthotics for

women and men with patent-pending technology that is clinically shown to

reduce over-pronation, which can improve foot function and relieve associated

pain.

 

For more information please visit www.vionicshoes.com.

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