The Stride Rite Children's Group (SRCG), unveiled its new STEP (Scientifically Tested Everyday Proven) program designed to help parents select the proper shoes to support a child's growth and development from ages one through five.

The STEP system is a new in-store program intended to make shoe shopping easier on parents and helps ensure quality, healthy footwear for every key developmental stage. 

“Stride rite footwear has always been developed with the highest of standards, backed by the latest research and technology, which moms have come to trust since 1919,” said Sharon John, President of SRCG. “Our new STEP program provides parents with a simple and helpful shopping experience that enables them to make the 'rite' shoe decision to meet the developmental needs of their children's feet among a stylish selection of quality stride rite options.”

A recent survey of 1,132 Moms conducted by Mom Central Consulting (MCC) found:

  • 96% of Moms surveyed felt that proper footwear is either very important or important for their child's overall well-being, although they did not know the critical years for bone development or walking patterns.
  • 80% of Moms never discussed the importance of foot development and proper footwear with their child's pediatrician.
  • 69% of the surveyed Moms did not know if their child's shoes have been tested, even though a quality shoe is the most important factor when making a purchasing decision.
  • 44% of Moms don't know critical bones in the foot aren't completely formed until age 5.

The program consists of three distinct STEPs including:

STEP 1: Pre-walkers

Soft support allows tiny toes to wiggle freely.

Child's Developmental Stage:

    * Crawling
    * Kicking their feet

Key Technology: Robeez® by stride rite® is a pioneer in pre-walkers and offers a wide assortment of leather soft sole shoes that are designed to flex and bend to help promote healthy foot development. And with the elasticized easy-on, stay-on feature, those little feet will always be protected, no matter where adventure leads them.

STEP 2: Cruisers & Early Walkers

Unique design mimics the natural shape of the foot to reduce stumbles and falls.

Child's Developmental Stage:

    * Cruising
    * Taking a few steps
    * Walking independently for less than 5 months

Key Technology: From crawling to cruising, SRT™ Soft Motion is designed for early walkers offering a unique design shaped like the actual foot with rounded edges conforming to the bare foot to build confidence and reduce stumbles and falls. SRT Soft Motion is stride rite's most flexible technology and is designed to protect and support little feet without restricting movement.

STEP 3: Off & Running

Cushioning, durability and flexibility keep up with your kid on the go.

Child's Developmental Stage:

    * Walking steadily
    * Constantly on the move

Key Technology: When children are off and running, stride rite's Sensory Response Technology product is the best choice. The stride rite SRT collection is designed to optimize the biomechanics of the foot to allow children to develop healthy and natural walking patterns. SRT Preschool is engineered for active toddlers as their feet continue to go through a critical development stage. Plus, only SRT Baby and Preschool feature the Check Fit System™!

Stride rite has translated the STEP education program in its stride rite stores through vibrant signage and a color-coded tiered wall display. Retail prices range from $22 to $50 across all three STEPs.