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Custom Insole Brand Teams Up With Nonprofit to Support Essential Workers

This month, FitMyFoot—formerly known as Wiivv Wearables—is teaming up with a human services non-profit to support essential workers.

For every pair of FitMyFoot custom insoles sold, the One Eighty Foundation will donate a pair to essential workers across the United States, the custom insole and sandal brand announced.

UW Medicine, the Anaheim Firefighters Association and the Community Cancer Fund will be the first to receive donations. Workers who benefit will be able to easily order and get fitted for their insoles using their mobile phone, it added.

“A lot of thought and care goes into creating boots that protect first responders from external factors like fire, water and impact,” Thomas Roche, retired Battalion Chief with Anaheim Fire, said in a statement. “What often lacks is support and comfort. Custom insoles are a welcome gift to help the crews get through this critical and busy time.”

Jerid Keefer, co-founder of Community Cancer Fund, noted how healthcare groups are finding themselves shifting their assets around to deal with the coronavirus outbreak.

“The pandemic is forcing many medical institutions to reallocate staff and resources to care for people battling COVID-19,” Keefer said in a statement. “But cancer hasn’t stopped and that means the doctors, nurses and other essential workers who care for cancer patients are working longer shifts on their feet. This partnership is another great way for all of us to support these fearless frontline workers.”

Organizations interested in receiving custom insoles for their essential workers can reach out to the One Eighty Foundation.

Those interested in supporting the effort can donate cash to the One Eighty Foundation, which aims to donate 1,000 insoles and raise $50,000.

With 10 patents in the custom footwear and mobile space, FitMyFoot uses photos of customers’ feet “to create customized, biomechanically optimized footwear for each unique foot, improving overall alignment, and reducing foot fatigue and pain,” it said. The company sells full length, three-quarter length and premium wool insoles, as well as customizable sandals with closed-loop recyclable footbeds.

FitMyFoot took on its new name less than two months ago, when it appointed former Microsoft marketing executive Chris Jolley as CEO and promoted footwear expert Brett Ritter to president. The new leadership team is focusing on a direct-to-consumer model under the FitMyFoot brand and a partnership program that includes private licensing of its FitMyFoot Foot Science mobile app, it said.