[Adastria Co., Ltd.] Elura’s functional shoes , which are effective for the problems of adults, will be offered as a trial to 100 female employees working at 14 companies in the Keikyu Group. A special website has been released that compiles the real voices of adult women working in a variety of workplaces
Adastria Co., Ltd. Press release: February 28, 2025 Elura’s functional shoes , which are effective for the problems of adults, will be tested on 100 female employees working at 14 companies in the Keikyu Group.A special site has been released that compiles the real voices of adult women working in a variety of workplaces. About 80% of the monitors felt comfortable! A new standard of functional shoes recommended for adult women who have concerns about their feet and shoes
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-527484c26e21e549cdcf34418461057f-1920×1005.jpg Adastria Co., Ltd. (Headquarters: 2-21-1 Shibuya, Shibuya-ku, Tokyo, President and CEO: Kimura Elura, a brand developed by Osamu Osamu with the concept of “effective for adult women’s concerns,” is a functional shoe that debuted in November last year and was jointly developed with insole manufacturer BMZ Co., Ltd. (Head office: 1093-4 Kamizu, Minakami-cho, Tone-gun, Gunma Prefecture, Representative: Takeshi Takahashi). With the aim of supporting working women, a total of 100 pairs of “Sapofeet” from 14 companies in the Keikyu Group were offered on a trial basis, and a special website was launched on February 28, 2025, collecting reviews from women working in various workplaces with different situations. Since its debut as a brand in 2019, Elura has provided items that address various concerns faced by adult women. When you visit Elura’s stores or website, we aim to ensure that you will find answers to all of the fashion concerns of adult women. Sales of “Sapofeet”, a functional shoe that focuses on the poor posture and fatigue that many adult women suffer from, began last November. In collaboration with insole manufacturer BMZ Co., Ltd., which has world-patented technology and focuses on supporting top athletes both domestically and internationally, we have developed functional shoes that support beautiful posture and address various concerns faced by adult women. Furthermore, in order to pursue a better fit, we have independently collected foot shape data of Japanese women, and for the first time, we have adopted a last made from the latest Japanese women’s foot shape data, thereby approaching adult women’s feet from both the insole and the last. This time, with the aim of supporting working adult women through this “Sapofeet”, we conducted a trial offering to a total of 100 women from 14 Keikyu Group companies where adult women are active in various workplaces, and had them actually wear it at work and experience Sapofeet for themselves. A special site that compiles the voices of real wearers will be released on the WEB store and ST on Friday, February 28th. Additionally, as part of a special edition of the special website and Elura’s official YouTube channel “Elura magazine,” we conducted individual interviews with three Keikyu Group employees from different occupations. ■ Overview of “Sapofeet” Product page Sapofeet flat pumps ¥8,800 tax included https://www.dot-st.com/elura/disp/item/250693/ Sapofeet heel pumps ¥8,800 tax included https://www.dot-st.com/elura/disp/item/250691/ Deployment stores Official web store and ST / Rakuten / ZOZOTOWN / All Elura stores ■About the special site We will be releasing a special website that summarizes the test provision project to the Keikyu Group. We are developing “Sapofeet in Data,” which is a compilation of questionnaires for wearers, as well as special interviews with three people from different occupations. Release date Friday, February 28, 2025 Special site “100 persons review”
https://www.dot-st.com/elura/cp/sapofeet_2025spring ■About the test provision project to the Keikyu Group With the aim of supporting the health and beauty of working adult women, we provided a total of 100 pairs of Sapofeet for free to 14 Keikyu Group companies in the Tokyo and Kanagawa areas, where many Adastria stores are located, and where women work in a variety of workplaces and have numerous group companies including transportation businesses. We asked people to wear Sapofeet in various situations at work and collected real feedback. ■About test provision project and survey results for Keikyu Group ●Voices received (some excerpts) In addition to comments about the functionality of the shoes, such as “allowing you to walk with good posture,” “naturally stretching your back,” “high shock
absorption,” and “feeling fluffy when you wear them,” there were also many comments about the high quality design, such as “feeling luxurious,” “easy to use for work,” and “the shape is very beautiful.” ●Questionnaire results (partial excerpt) Approximately 80% of people answered that the shoes were “comfortable to wear,” and 1 in 2 people said that one or more of their foot problems had been resolved. Furthermore, about 75% and 74% of people answered that they felt Sapofeet’s characteristics of “feeling beautiful posture support” and “feet shape that is easy to fit Japanese people”, respectively.
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-7085525a910c9137e1c8ca015de02e49-1635×1035.png *Based on the results of a survey conducted by Keikyu Ad Enterprises Co., Ltd. on 100 people from 14 companies in the Keikyu Group between December 2024 and January 2025 after wearing Support Feet for about one month. *Results may vary from person to person. *The breakdown of the number of people who felt beautiful posture support and a foot shape that is easy to fit Japanese people is the percentage of people who answered 3 or more out of 1 to 5 points.
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-777e5995d08969a3e5d11384b2ce2658-1251×976.png ■About the official YouTube channel “Elura magazine” special interview video
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-8454e62bde7bda78d49e0eec37c7b18d-1790×661.png As a special edition of Elura’s official YouTube channel “Elura magazine,” we are releasing a video introducing the planning process, interviews with the three Keikyu Group employees who appeared on the special site, and scenes of actual wear. ■Product details Image
URL: https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-1728d58c6f4a23dfa3c97af1be865e9c-670×125.png Coined word of support feet. It expresses shoes with support functions that support your feet and make you look beautiful. Currently on sale in 2 types: low heel and heel. In the future, we plan to release sneakers, sandals, etc. in addition to pumps. ●Three charms of support
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-c27338a76802f8f7811c7eed5d762d22-480×506.png 1. Supports beautiful posture The special cushion approaches the cuboid bones and arches, supporting a beautiful posture every time you walk. 2. Adopts an insole that protects the arch of the foot from the impact of landing We use an insole based on BMZ’s original theory, which was devised in collaboration with top athletes, coaches, and medical professionals from Japan and abroad. 3. Wooden shape that is easy to fit Japanese people Based on foot shape data independently collected by Adastria, we have adopted a shoe shape that is easy to fit Japanese people.
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-bccc4daa2fa13a29282273796ab73509-1199×446.png ●Sapofeet flat pumps
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-e36528ada0a662df9c48bdeaf3afcf7a-733×473.jpg Sales price: ¥8,800 (tax included) Color: Black, brown, off-white, black smooth, black enamel Size: S (22-22.5cm) M (23-23.5cm) L (24-24.5cm) Low heel design for easy walking. With a variety of elegant and calm colors, it is easy to use throughout the year, and has a simple design that can be used in a wide range of situations, from neat to casual. ●Sapofeet heel pumps
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-a2bcdf935f8e0b540929c8a914e6054d-693×473.jpg Sales price: ¥8,800 (tax included) Color: Black, greige, off-white, black smooth Size: S (22-22.5cm) M (23-23.5cm) L (24-24.5cm) Adopts a 5cm heel that is both easy to wear and looks beautiful. With a basic design that can be used for everyday work and events, it is an item that you will want to have at least one pair. The heel design is an item that makes it easier to realize the functionality of Sapofeet. ■About the latest foot design developed exclusively by Adastria We independently collected foot shape data from Japanese women and developed a new shoe shape that is more suitable for modern women. Reflecting the latest characteristics of Japanese women (thinner insteps, wider width, smaller heels) that have changed with changes in diet and lifestyle habits. It took about a year and a half to complete the wooden mold, which involved repeated prototyping, life tests, usability hearings, and modifications. Sapofeet is the first Adastria to feature this latest wood last. ■About Keikyu Group
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-2766dda7e88881d979ad71b0465e1112-860×519.png The Keikyu Group operates a variety of businesses closely related to daily life, including transportation, real estate, hotels, leisure, and distribution, with a focus on the transportation business, and many women are active in a wide range of occupations, including office work, sales, and technical positions. We are a corporate group with a variety of bases, from urban areas such as Shinagawa, Kawasaki, and Yokohama to areas rich in nature such as Hayama, Yokosuka, and Miura. ■About BMZ Co., Ltd.
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-e795890537f70c09a1351be7806b35d7-571×188.png Established 23 years ago. With the mission of improving the health of the body starting from the feet, we develop and manufacture functional insoles that are completely different from conventional ones. Starting with the pursuit of proper alignment for skiers, and based on the know-how cultivated there, we created the BMZ balance theory (1-point support: Cuboid balance theory, 2-point support: CCLP theory) by repeatedly applying feedback from top athletes and sports
biomechanics. Currently, BMZ high-performance insoles are used by many top athletes in Japan and abroad, including skiers on the Japan national team, alpine snowboarders on the Japanese national team, professional golfers, soccer players (J League), professional baseball players, and track and field athletes, contributing to the performance of their respective fields. https://bmz.jp/ @bmz_inc (
https://www.instagram.com/bmz_inc/ ) ■About Elura
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-b49587a0ac28b5f0a364173188511166-1637×563.jpg Elura is a brand for adult women that was created with the concept of “For me to love myself. No matter how old I am, be myself and be a woman” and focus on “effective for adult women’s concerns” like cosmetics. The brand name comes from the backward reading of “A Rule”. The name was chosen to convey the meaning, “It’s not a rule. It’s my rule. No matter how old you are, be yourself and be a woman.” We have a total of 22 independent stores (including special event stores). The target audience is adult women, mainly in their 40s and 50s. https://www.dot-st.com/elura/ @elura_official (
https://www.instagram.com/elura_official/ ) “Elura magazine” https://www.youtube.com/@Elura_official @elura_official (
https://twitter.com/elura_official ) ■About Adastria Co., Ltd.
https://prcdn.freetls.fastly.net/release_image/1304/2518/1304-2518-48d3e3466cc59a306cb73ac3b4fc5f4d-1174×289.jpg Adastria Co., Ltd. (President and CEO: Osamu Kimura) is a casual fashion specialty store chain with approximately 1,500 stores in Japan and overseas, carrying over 30 group brands such as Global Work, Nicoando, and Lawry’s Farm. Celebrating our 70th anniversary in 2023, we aim to become a “good community co-creation company” that creates new value by creating an open community where people and information can exchange, based on the mission of “Play fashion!” that brings excitement to everyone’s life through fashion. Shibuya Hikarie, 2-21-1 Shibuya, Shibuya-ku, Tokyo 150-8510 https://www.adastria.co.jp/ https://www.instagram.com/adastria_official/
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