Vibram FiveFingers YouAreTheTechnology.com Named FWA Site of the Day

The famed FWA, Favorite Website Awards recognized Vibram FiveFingers’ YouAreTheTechnology.com with the coveted Site of the Day award. The site displays the “naked truth” about running, by underscoring the “natural technology” of the body.
Author:
Publish date:

FWA (Favorite Website Awards), the most visited website award program awarded Vibram FiveFingers' YouAreTheTechnology microsite with the coveted Site of the Day award. The site illustrates the “naked truth” about running, by underscoring the power and “natural technology” of the human body.

“As the leaders of this emerging category of natural footwear, it's essential that we establish a high standard for media communication. We want our messaging to be fresh, innovative, and challenge the status quo,” explained Georgia Shaw, marketing manager for Vibram FiveFingers. “The timing of this site coincides with the tremendous growth of the natural running movement as well as the successful launch of our much-anticipated running model, the Vibram FiveFingers Bikila.”

Created in partnership with NAIL, a marketing and advertising firm in Providence, Rhode Island, the site showcases a male and female athlete wearing nothing but their Vibram FiveFingers. Their bodies are tattooed with written observations on the natural running movement and the running shoe industry. Using several innovative techniques, the site is essentially a beautifully shot short film that lets visitors explore the model's naked bodies for supporting evidence and advice.

The www.YouAreTheTechnology.com site, launched in July of this year, is now in the running for FWA's Site of the Month and has received an overwhelming number of accolades from consumers and the design industry.

Built on an entirely new platform, the Vibram FiveFingers Bikila running model features a Dri-Lex® covered 3mm polyurethane insole and a 4mm anatomical pod outsole design.

This new platform offers more plating protection, and distributes impact forces without compromising important ground feedback essential to proper forefoot strike running form. A more athletic padded collar and topline, a single hook and loop closure, 3M reflective surfaces, and tear resistant TPU toe protection finish off this unique design. Like most FiveFingers, it's also machine washable.

The Bikila is named in honor of Ethiopian marathon champion Abebe Bikila, who won the 1960 Olympic Marathon in Rome, running barefoot. Scheduled to launch in February 2010, this groundbreaking product will enter the market 50 years after Bikila's notorious victory.

The Bikila is available in two colors for women -- Magenta/Orange/Grey and Silver/Verde/Silver and in three colors for Men -- Sky Blue/Yellow/Grey, Light Grey/Red/Grey, and Light Grey/Verde/Dark. Both Men's and Women's models carry a suggested M.S.R.P of $100.

Vibram® is recognized worldwide as the leader in high performance soles for outdoor, recreational, work and fashion footwear and is relied on by the world' s greatest climbers and athletes. Time magazine named Vibram FiveFingers one of the best inventions of 2007 in the category of health. Vibram® soles have set the standard since Vitale Bramani created mountaineering's first rubber lugged sole in the late 1930's. Vibram® soles have gone on to conquer Mt. Everest, K2 and a host of the world's tallest peaks. Today, the company works with premium brands including Danner, La Sportiva, Lowa, Merrell, Red Wing, Scarpa, The North Face, Timberland, Vasque, Wolverine and many more. For further information please visit www.vibram.com or www.vibramfivefingers.com and www.youarethetechnology.com

Related