Comfort Isn't Enough: Nearly 8 in 10 Shoppers Say Durability Drives Their Footwear Purchases, Vibram Survey Finds

Durability ranks No. 1 for trail runners and workers in a 10,000-person global survey, inspiring Vibram's new "Long Lasting Confidence" campaign 

BOSTON, Nov. 10, 2026 /PRNewswire/ -- When people buy footwear, they want it to last. New global research from Vibram, the global leader in high-performance soles and footwear technology, found that 8 out of 10 consumers (approximately 78%) consider durability important or very important when choosing footwear, making it one of the main purchasing drivers, closely following comfort (84%). The research also shows that durability and reliability play a central role in how consumers see the brands they buy. Those findings are at the heart of Long Lasting Confidence, Vibram's new global brand campaign dedicated to performance built to last, which launches in the U.S. this month.

How important is durability to footwear shoppers?

Vibram surveyed more than 10,000 consumers across seven key markets: the United States, United Kingdom, France, Germany, Brazil, China and Japan. When it comes to sole performance, durability emerged as a decisive factor, especially in demanding environments:

• All shoppers: 8 out of 10 consumers (approximately 78%) consider durability important or very important, closely following comfort (84%).
• Outdoor and trail running: Durability is the top attribute shoppers look for in a sole, cited by 31.6% of respondents.
• Work and safety: Durability reaches 35.9%, making it the primary priority for people working in heavy-duty conditions.
• Sports performance: Among shoppers buying for running, basketball, soccer, tennis, yoga, pilates, golf, swimming and other sports, durability is one of the fundamental requirements. It was cited by 31.6% of respondents and ranks alongside stability as one of the most sought-after attributes.

Nearly 90 years of performance built to last

For nearly 90 years, Vibram has developed rubber compounds and technologies designed to go with people through every kind of activity, in ever-changing conditions. From mountaineering to trail running and from safety to everyday life, the company has built its heritage on research into solutions that combine performance, reliability and resistance. Over time, that work has made the yellow octagon a benchmark in the high-performance sole industry.

Durability has long been rooted in Vibram's technical culture, and it now plays an even bigger role in the brand's relationship with consumers. It's more than how long a technology lasts. It's the assurance that its performance will be there, step after step.

Backed by the survey findings and its long history of innovation in high-performance rubber soles, Vibram takes a broader view of durability with Long Lasting Confidence. Rather than treating durability only as a technical property of the sole, the campaign presents it as what makes high performance possible over time and, in turn, what builds lasting trust.

Technology engineered to last lets people stay longer in the activities it was developed for, with the same characteristics and performance they expect from the start.

"The survey confirms what has always defined Vibram's legacy: durability, built on performance that lasts, is one of our most recognized brand attributes. A value that seamlessly integrates with established pillars of our identity, such as stability, comfort, grip, hold, and traction, reflecting Vibram's commitment to delivering safety and performance in all conditions and on every terrain," said Paolo Manuzzi, global general manager at Vibram.

"This is a significant recognition that reflects decades of research, innovation, and

technological development, providing us with a solid foundation to continuously strengthen Vibram's market positioning. With this new campaign, we aim to highlight this heritage, placing a concrete, distinctive value at the center for our consumers and for the future of the brand."

What is Vibram's Long Lasting Confidence campaign?

Long Lasting Confidence shows how Vibram's promise of durability meets specific needs across three categories:

• Outdoor and trail running: Durability becomes long-lasting performance, an essential feature for covering long distances and extended use.
• Work and safety: Durability means maintaining high, reliable performance over time through heavy-duty soles built around what Vibram calls "unbreakability," with solutions that deliver consistent and long-lasting performance in even the most intense and demanding conditions.
• Lifestyle: Durability takes the form of durable comfort, bringing comfort and longevity together in daily life.

Where to see the campaign

The campaign comes to life through three 15-second videos on Vibram's main digital channels, including Meta, YouTube and TikTok, along with a long-form story on Vibram.com. 

With Long Lasting Confidence, Vibram continues to evolve its brand story from something deeply rooted in its technological identity: the ability to engineer performance built to last.

To learn more, visit the Vibram Long Lasting Confidence campaign page.

Source and Methodology
McKinsey survey for Vibram, June 2025. U.S., U.K., France, Germany, Brazil, China and Japan; n=10,006. The survey was conducted among men and women ages 18 to 65 who had purchased outdoor, performance or work footwear in the previous two years, with approximately 1,500 respondents per country and representative market quotas across major demographic parameters. The overall sample size is n=10,006 across the seven analyzed markets. Individual analyses may carry varying sample bases.

About Vibram
Vibram is the global leader in the development and production of high-performance rubber soles for outdoor, leisure, work, fashion, orthopedic and repair applications. For nearly 90 years, the yellow octagon that identifies Vibram worldwide has been synonymous with quality, performance, safety and innovation in the footwear industry. Headquartered in Albizzate (Varese, Italy), Vibram produces over 40 million soles annually, logs more than 620,000 miles in testing, operates in 120 countries and maintains manufacturing, research and sales offices in the U.S., China, Japan, Brazil and Italy. For more information, visit vibram.com/us.

SOURCE Vibram