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25th January 2012
  You have been listening to the argument in favour of maximum cushioning for years. Now listen to the facts. It’s better to be barefoot because:   1) It gives you increased running efficiency Research suggests that running barefoot increases efficiency by 4%. This is likely to be due to the fact the foot can function more effectively without the restriction of supportive footwear   2) Decreased chance of injury Running in Vibram FiveFingers® means that you will have a greater awareness of your foot position on the ground and have increased leverage making you less likely to suffer an ankle sprain. When running barefoot on hard surfaces, the runner compensates for the lack of cushioning underfoot by plantar-flexing the foot at contact, thus giving a softer landing. This helps to prevent shin splints.   3) Strengthens foot muscles When you support a broken limb with a plaster the muscles weaken. Likewise when you support the foot with cushioning it results in a weakening of muscles. ...

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For more information please contact Alex Mills or Joe Murgatroyd or Harriet Osborne or Georgia Porter at Brandnation:

Alex Mills 0207 940 7183
Joe Murgatroyd 0207 940 6254
Harriet Osborne 0207 940 7275
Georgia Porter 0207 940 7178