Footwear that makes people feel barefooted

Marketing director and vice president Jarno Pulkka said his company, which has created several different models of Feelmax-brand footwear, was negotiating with its Thai producer, Bangkok Rubber, to launch the footwear on the local market.

"We have been manufacturing the shoes here in Thailand, and I see big market opportunities in this country. It is quite easy for the company to start selling our innovative footwear products from Thailand," Pulkka said.

Founded in 1993, Oy Feelmax is a family-owned company whose first innovative products included toe socks.

Later, it sought to create more natural footwear and developed the unique Feelmax shoes, which simulate walking with bare feet.

The company says this promotes the positive effects of being barefooted on the operation and control of the feet and consequently the whole body.

Until recently, the market situation and copycat manufacturers led the company to focus on new directions and innovations by keeping its core functions, such as design and marketing, in Finland.

It began producing Feelmax footwear in Thailand last year by appointing Bangkok Rubber, a Bangkok footwear manufacturer, as its subcontract producer.

"The first shipment of Feelmax footwear from Thailand was sent to Finland in June last year, and it sold out very quickly," Pulkka said.

Feelmax footwear will be distributed locally through Bangkok Rubber's marketing and distribution affiliate, Bangkok Athletic.

As well as Thailand, the company is investigating other potential Asian markets, such as South Korea, Japan, Singapore, Taiwan and Hong Kong.