Here's the concept: it's a trendy flipflop (a.k.a. rubber slipper) that looks sporty, feels comfortable to wear, and promises to provide an additional workout as the wearer walks by adding some resistance to each stride. So, toned calves, thighs and glutes while you walk to the wet market, anyone?
As far as the workout goes, 20/20 trashed that idea with its own independent study, but people still love them for their comfort and design. The only drawback I can see is the exorbitant pricetag of about US$50 a pair. But consider how those awful Crocs have invaded our fashion scene: when they first arrived they were also selling high, and whoever brought them in first would have got the biggest share of the pie.
The FitFlop should be a hot seller since we seem to wear flipflops all year round. If anyone's looking around for a new business opportunity, this one might just be a winner!
Arrgh! Should have researched a bit more. They're already here!