State of Joy shifts performance footwear focus to biomechanics
The Indian footwear brand says future product innovation will focus on natural foot movement rather than cushioning alone, as it prepares to launch its new Anatom collection.
LW Desk
Indian performance footwear brand State of Joy is positioning biomechanics as the next frontier in athletic footwear innovation, arguing that the industry's focus is shifting from advanced cushioning technologies to designs that better support the foot's natural movement.
For years, performance footwear has evolved through lighter materials, responsive foams and enhanced cushioning systems aimed at improving comfort, energy return and athletic performance. However, State of Joy believes that the fundamental shape of most shoes has changed little, often prioritising style over the natural anatomy of the foot.
According to the company, growing consumer awareness of mobility, posture, recovery and long-term foot health is driving demand for footwear that allows the foot to function more naturally. A key element of this approach is enabling natural toe splay, which helps improve balance, stability and movement efficiency.
"Performance footwear has evolved significantly in materials and cushioning, but very little attention has been paid to whether the shoe actually complements the body's natural mechanics," said Bachi Pulella, Co-founder of State of Joy.
"We believe the next breakthrough won't simply come from another foam compound or sole technology. It will come from understanding how the human body moves and designing footwear that works with it rather than against it."
This philosophy has led to the development of Anatom, the company's latest performance footwear collection. Rather than following conventional sneaker design principles, State of Joy says the range was developed after studying foot anatomy and biomechanics. The shoes feature a wider toe box intended to allow the toes to spread naturally while supporting balance, stability and everyday movement.
To introduce the collection, the company has released a digital campaign highlighting the evolution of footwear design and questioning the widespread use of narrow toe-box constructions despite the foot's naturally wider forefoot.
"With Anatom, we intentionally changed the starting point of product development," said Dasari Raju Ramesh, Co-founder of State of Joy.
"Instead of asking how we could make another performance sneaker, we asked how the foot naturally functions. Every design decision followed that research."
State of Joy's founders believe biomechanics, movement efficiency and preventive wellness will become increasingly important considerations for consumers over the coming years, influencing future footwear development across the industry.
The company views Anatom as the beginning of a broader research-led product strategy aimed at addressing movement challenges through design and innovation rather than seasonal fashion trends.
State of Joy has continued to expand its presence in India's footwear market, reporting sales of nearly 500,000 pairs, revenue growth from ₹80 crore towards ₹100 crore, and a distribution network spanning more than 4,000 multi-brand outlets. The company also plans to open its first exclusive brand outlet in the near future.
As consumer preferences evolve beyond aesthetics and cushioning, the brand believes future performance footwear will increasingly be judged by how effectively it supports natural movement and long-term foot health.
