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The first FitFlop sandal was sold in 2007, after Dr. David Cook and Darren James (biomechanists at London South Bank University LSBU) collaborated with Marcia Kilgore (an entrepreneur and multi-tasking mum) to create the world ’s first muscle-activating flip flop. Built with simple sport y looking upper straps and an ergonomically engineered Microwobbleboard midsole, the concept was a phenomenal – and global – success. So when fans began to send feedback detailing how ‘fantastic’ FitFlop™ sandals made them feel (subsequent research at Salford University uncovered our Microwobbleboard technology had remarkable underfoot-pressure diffusing and shock attenuating properties), Kilgore decided to take this technology and weave it into a full, multi-occasion footwear collection. Now boasting two patent-pending technologies: Microwobbleboard and Biomimetix midsoles, FitFlop’s goal is to create fun, energizing, beautiful shoes that – when you wear them – make you feel like you’ve got the world at your feet.