▲ ShoeNex / CEO Choi Hae-wook

In the beginning, people wore shoes to protect foot. Then they started to grow taste for fashion. Not long after, they opened eye for functionality. Today, all kinds of functional shoes seem to be pouring out on the market. But not all of them survive without something as competition is fierce. And a South Korean shoemaker ShoeNex proved that something with the world’s first patented rotating shoes. 

Nestled in Sasang District Busan, ShoeNex achieved the ‘first’ by attaching a driving plate on front sole of shoe. The outside is made of natural cowhide and inner sole of OrthoLite which has excellent bouncing, recovery and attachment. What makes ShoeNex unique, however, is that you can twist you leg, waist and body whenever and wherever you feel like to do some exercise as the driving plate rotate according to your movement. 

A number of tests show that twisting on the shoes stimulate around 600 muscles and 200 bones of the body and also ease pain and correct balance. It is especially good for waist strength, belly fat lose, hip-up, pelvis balance, ankle and knees. You can get them on Gmarket, 11st, Aution, Interpark and other online stores as well as at offline stores in Busan, Seoul, Ulsan, Changwon and Geoje. 

ShoeNex CEO Choi Hae-wook says that it took him 8 years to make these highly functional shoes. Some of those who have tried them commented “I feel like I’m flying”, “I feel my waist became smooth and body light”, “I got strong legs and flexible waist” and “ShoeNex are truly functional”. 

Choi, who furnished an MRI in the head office to check status of foot and body before and after wearing the shoes, says “I want to grow ShoeNex like Nike and Adidas with these highly functional rotating shoes and similar lines that will come up soon.”