In the late 1980s, the ski industry faced a revolution. Until then, skis had largely adhered to a uniform width, with only subtle variations for different conditions. But then, something radical happened: a few bold innovators introduced "fat" powder skis—much wider than anything seen before. Initially met with skepticism, these skis allowed enthusiasts to glide effortlessly over deep powder, turning a previously exhausting experience into one of floating bliss. The idea of adding width—or "fattening" devices for increased stability and comfort—soon began to ripple through other industries. Next came fat bikes, designed to tackle snow and sand, and then the running world saw the rise of Hoka One One's maximalist shoes. Now, in a surprising twist, the world of dress shoes is undergoing its own fat revolution, spearheaded by a company called Maratown.
For decades, those working in formal environments had two options when it came to footwear: endure the discomfort of classic dress shoes or compromise on style with something more casual. But why should comfort and elegance be mutually exclusive? Maratown, inspired by the successes of fat skis and maximalist running shoes, asked this question and emerged with a groundbreaking answer. By incorporating maximalist principles into dress shoes, Maratown has crafted footwear that offers unprecedented levels of comfort, stability, and style—perfect for the entrepreneur or businessperson who spends long hours on their feet.
The Rise of Maximalism: A Brief History
The concept of fattening products for enhanced performance and comfort has had a profound impact on several industries. In skiing, fat skis revolutionized the sport, making deep powder skiing more accessible and enjoyable for all skill levels. A similar trend occurred in cycling, where fat bikes, with their extra-wide tires, allowed riders to conquer terrains once considered impassable, such as snow, mud, and sand.
In the running world, the introduction of maximalist running shoes by Hoka One One in 2009 marked a significant shift. Unlike traditional running shoes, these featured thick, cushioned soles designed to reduce the impact on joints, prevent injuries, and enhance overall comfort. According to a study published in the Journal of Science and Medicine in Sport, runners using maximalist shoes experienced reduced peak pressures on the forefoot, which could lead to a lower risk of stress fractures. The result? A surge in popularity, with the global market for running shoes now seeing a notable increase in maximalist designs.
The Science of Comfort: Why Fat Works
The success of these “fat” designs is rooted in simple physics and biomechanics. Wider surfaces distribute weight more evenly, reducing the pressure on specific points. This distribution is particularly beneficial for activities that involve prolonged standing or repetitive motions—like skiing, biking, running, or even working in a corporate environment.
For instance, maximalist shoes not only offer cushioning with their soft midsoles but also provide stability by increasing the contact area with the ground. This helps to correct the gait and reduce the likelihood of injuries such as ankle sprains. Moreover, thicker soles act as a buffer, absorbing shocks that would otherwise be transmitted through the body. A 2021 study conducted by the American Academy of Orthopaedic Surgeons found that shoes with thicker soles significantly decreased the risk of plantar fasciitis, a common condition among people who spend a lot of time on their feet.
Enter Maratown: The Fat Dress Shoe
Recognizing the potential of maximalist technology in improving comfort, Maratown set out to revolutionize the dress shoe industry. The challenge? To merge the elegance of traditional dress shoes with the unparalleled comfort and stability of fat-soled maximalist running shoes.
The sole of a Maratown shoe is engineered with a blend of advanced, super-soft EVA that provides superior cushioning and shock absorption, similar to what you’d find in the latest running shoes. Yet, the overall design and leather upper retain a sleek, sophisticated look—ideal for a businessperson needing to transition from the boardroom to a social event without missing a step.
The result is a dress shoe that doesn’t just look good but feels good, too. Maratown’s customers report reduced foot fatigue, increased stability, and an overall more comfortable experience—even after hours of wear. The shoes are particularly beneficial for professionals who spend long days standing or walking, such as real estate agents, retail and hospitality managers, and, of course, entrepreneurs.
Conclusion: The Future of Footwear
The concept of "fattening" a product to enhance its comfort and performance isn’t just a passing trend. From the mountains to the streets, these innovations are proving that bigger can indeed be better. Maratown has successfully brought this concept into the corporate world, showing that dress shoes can offer the same comfort and stability that athletes and outdoor enthusiasts have enjoyed for years.
For business professionals who spend countless hours on their feet, Maratown’s maximalist dress shoes provide a compelling solution: the perfect blend of style and comfort. Why sacrifice one for the other when you can have both? So, the next time you're looking for a shoe that will keep you comfortable all day without compromising on style, ask yourself—are your shoes up to the task?
Links: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6269547/
https://orthoinfo.aaos.org/en/diseases--conditions/plantar-fasciitis-and-bone-spurs
https://journals.sagepub.com/doi/10.1177/19386400231218334/
Comments will be approved before showing up.
Imagine standing at the starting line of a half marathon, surrounded by athletes in high-tech running gear, their feet clad in the latest performance sneakers. Now, picture someone next to you wearing classic leather dress shoes. Sounds unbelievable? It has happened—more than once.
As the founder of Maratown, I have spent years exploring the intersection of footwear innovation and comfort. One of the most polarizing debates in the shoe industry revolves around cushioning—whether it's a necessary advancement or an unnecessary barrier between our feet and the ground.
When it comes to running shoes, brands like Hoka, Adidas, and Nike have earned their reputations for comfort and performance. Their shoes are often designed with cutting-edge technology to provide maximum support, cushioning, and a responsive feel that’s unmatched in the athletic shoe industry. But despite their success in producing highly comfortable footwear for runners, none of these giants have ventured into creating shoes that combine the same level of comfort with a more refined, dressy aesthetic for professional environments.
