U.K.-based toe sock manufacturer Toetoe has appointed Boom! to lead its consumer and B2B PR, with the aim of building awareness of the benefits of toe separation in footwear outside the yoga and Pilates communities.
Boom! will focus on media relations with national and specialist consumer sports titles and leverage its brand ambassadors.
Sinan Yilmaz, CEO of Toetoe, said: “Our innovative products can benefit feet during everyday use as well as during sporting activities. Wearing Toetoe's help prevent skin abrasion and blisters, improve foot hygiene, provide warmth through increased toe circulation and research shows can improve body posture and balance.
“We're looking forward to taking our message to a wider audience and Boom! are the right agency to help us do that.”
Justin Crosby, Boom!’s founder, added: “Barefoot running is one of the fastest growing fitness trends in the UK, and exercising with toe-separated socks is no longer the preserve of elite athletes. To date there has been relatively little innovation in this sector and we're looking forward to highlighting how everyone can benefit from wearing toetoe”s whether for everyday use or down their local gym.”