A spokesman for Birkenstock denies a report that the German shoemaker may use its growing popularity to jump into the growing running footwear sector. Together with a business consultancy, Trademark One or TM1, Birkenstock is evaluating possible licensing opportunities in four other areas: healthy living & sleeping, healthy working environment, healthy feet & walking and healthy lifestyle. With licensing deals in these sectors, the German brand hopes to reinforce its image of comfort and to appeal to new target groups (more in Shoe Intelligence).

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