Consulting Case Study
SATRA is working with Philip Muirhead, the inventor of a midsole swivel technology, and initially funded his patented efforts. Over the past several years, SATRA tested the design in a variety of footwear, producing game-changing results: significant improvement in rotational torque and slip resistance. In the spring of 2022, SATRA introduced Mr. Muirhead to Schawbel for two purposes – marketing and licensing the swivel technology and combining the technology with their patented heated insoles.
Definition of Swivel Midsole Technology:
The need for vertical shock absorption in the heel area is recognized as an important factor in footwear. Our patented swivel design addresses midsole cushion torsional forces that may otherwise be transmitted upward (through the ankle to the knees and hips). The technology works by building the torsional forces far more slowly and smoothly while maintaining traction between the tread pattern and the ground surface. This cushioning effect can reduce the transmitted torsional force by as much as 50%! Plus, the swivel design can be incorporated into a wide variety of footwear across a broad spectrum of applications (athletic, industrial, and general consumer).
The design promotes comfort and reduces the long-term side effects of excessive daily torsional injuries. The front part of the sole rotates in a controlled manner – the movement is not free but controlled in an elastic way so the sole returns to its normal position after the foot leaves the ground. Total rotational freedom is approximately 10-15 degrees either way – torque can be modified depending on the footwear construction. Based on testing by SATRA, torsional forces are buffered and rise gradually. The design lends itself to a cassette construction, allowing for customization and replaceability between left and right. Perfect for many unique applications, including performance sports or golf.
Cushions Torsional Forces
The design promotes comfort and reduces the long-term side effects of excessive daily torsional injuries. The front part of the sole rotates in a controlled manner – the movement is not free but controlled in an elastic way so the sole returns to its normal position after the foot leaves the ground. Total rotational freedom is approximately 10-15 degrees either way – torque can be modified depending on the footwear construction. Based on testing by SATRA, torsional forces are buffered and rise gradually. The design lends itself to a cassette construction, allowing for customization and replaceability between left and right. Perfect for many unique applications, including performance sports or golf.
Today, Schawbel is the exclusive marketing agency of the swivel technology through its partnership with Mr. Muirhead and has sole rights to its combined licensing with its heated insole technology.
Third-party licensing opportunities include:
- Access to all documented testing to date, and technical know-how
- Use of SATRA resources for further footwear
development and testing (fee-based services) - Manufacturing and marketing support from Schawbel Consulting Group
Below is a link to a detailed article published in the SATRA Members Bulletin from the Summer of 2022.
Marketing Ad Samples
(click to enlarge)
