The first fitflop sandal was sold in 2007, after dr. David cook and darren james (biomechanists at london south bank university lsbu) collaborated with marcia kilgore (an entrepreneur and multi-tasking mum) to create the world "s first muscle-activating flip flop. Built with simple sport y looking upper straps and an ergonomically engineered microwobbleboard midsole, the concept was a phenomenal - and global - success. So when fans began to send feedback detailing how "fantastic" fitflop sandals made them feel (subsequent research at salford university uncovered our microwobbleboard technology had remarkable underfoot-pressure diffusing and shock attenuating properties), kilgore decided to take this technology and weave it into a full, multi-occasion footwear collection. Now boasting two patent-pending technologies: microwobbleboard and biomimetix midsoles, fitflop"s goal is to create fun, energizing, beautiful shoes that - when you wear them - make you feel like you"ve got the world at your feet.