Case study: ASICS - a company providing information about pronation to help with footwear choice
ASICS is a footwear brand that provides clear, online guidance about pronation, underpronation (also known as supination) and overpronation. By actively addressing the needs of customers and their stride, ASICS information helps customers:
make informed decisions about their stride and pronation type (often supported by gait analysis technology in many ASICS retail shops)
select footwear appropriate to their pronation type, with confidence
have good overall outcomes from their shoe purchase, such as improved comfort and injury prevention.
abpAccess accurate and reliable online information to help make good decisions about footwear.
Examples: How ASICS empowers underpronators (supinators) neutral pronators and overpronators
1 Technology & Innovation
ASICS invests in the research and has developed a footwear specifically for a range of gaits.
2 Educational Resources
ASICS provides easy-to-understand explanations about pronation types —what it is, how it affects movement, and how the right footwear can help.
Check out their Pronation Guide: What Pronation Is & Why It Matters for more details.
3 Product-Specific Guidance
The ASICS website and marketing materials clearly indicate which models are best suited for different pronation types. This helps customers make the right shoe choice when shopping, reducing confusion and guesswork and enabling informed purchasing decisions
Final thoughts and summary - key takeaways
Many other footwear brands also have accessible and reliable information on pronation which is:
Easily accessible – with clear product descriptions & online resources
Evidence-based – shoe recommendations are supported by footwear design
Consumer-friendly – customers are helped to make informed purchasing decisions
ASICS is an example of one company, but there are other brands worth exploring.
Finding these companies that prioritize education alongside product development empowers us to make foot-health-friendly choices.
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Disclaimer - a note of caution
This blog provides general information for educational purposes only. It is not a substitute for professional advice. Always consult with a qualified professional regarding your specific situation.