Breathable Shoes: Branding Success through Patenting (2024)

About the company

  • Name: GEOX S.P.A.
  • Country / Territory: Italy
  • IP right(s): Patents, Trademarks
  • Date of publication: July 24, 2009
  • Last update: August 25, 2021

Background

For Mario Moretti Polegato, chairman and founder of GEOX S.P.A., the heat of the Nevadan desert proved to be the ideal innovation climate. In 1989, during a business trip to Reno to promote his family's wine business at a trade fair, he decided to take a walk. Bothered by his overheated feet, he used a hunting knife for puncturing several holes in the soles of his sneakers to let air through. He had just discovered a simple and effective way to let excess heat out of his shoes.

Back in Italy, Mr. Polegato, who holds degrees in Wine Technology and Law, started researching his flash of intuition in the workshop of a small footwear company owned by the family. After extensive experimenting and research on footwear construction, he discovered how to apply a membrane that is both waterproof and breathable at the same time: it has millions of small "canals", or micro pores, smaller than drops of water, so that water cannot get through, but vapor can. Fitted between his shoe's punctured soles and his foot, the membrane stopped water from entering his shoes through the holes in the soles, but allowed the vapor from perspiration to evaporate.

A desert, his shoes, a knife: Watch the GEOX founder speak of the innovation behind his unique, breathable footwear. YouTube

Breathable Shoes: Branding Success through Patenting (1)
Waterproof and breathable sole structure drawing as submitted in EP application no. 89121612.9.

Patents

Mr. Polegato's technology consists of three different components: a perforated inferior component called the outsole, a superior perforated component called the mid-sole and a third component (the “membrane”), which is positioned between the outsole and the mid-sole, and that is permeable to vapor and waterproof. The combination of the membrane with holes on the outsole and mid-sole allows vapor to move out while preventing water from entering. As soon as the rubber-sole technology was in place, Mr. Polegato patented his invention in several countries. Later on, a similar solution for leather soles was also patented.

Financing

Mr. Polegato initially intended to sell the patented technology, but due to lack of interest from any of the world's leading shoe manufacturers, in 1995 he decided to enter the shoe trade himself, with a bank loan and a workforce of five.

Trademarks and Branding

Mr. Polegato chose the “GEOX” name to identify his products and registered the trademark internationally. The GEOX™ brand name is a combination of the Greek word "geo" (the earth) and "x", symbolizing technology. GEOX products unify innovation with comfort and a style in line with the latest fashion trends.

Although GEOX is marketed as an Italian brand (the raw materials, technology and design are Italian) their products are manufactured outside Italy. However, in each plant, Italian technicians control the entire production process and the shoes are stocked in Italy where their final quality can be controlled.

While Mr. Polegato agrees that the “made in Italy” tag is compelling in fashion and design, particularly when it comes to shoes, he believes that GEOX’s most marketable differentiator is the technology behind the breathable shoe. The strength of the brand name and the competitive advantage of the company cannot be attributed to a marketing strategy but to the uniqueness of the product based on its patented technology which makes the shoes “breathable”.

Breathable Shoes: Branding Success through Patenting (2)
Waterproof and breathable sole drawing as submitted in PCT application no. PCT/EP2003/010395 (PATENTSCOPE®)

Research and Development

Mr. Polegato's fast-growing company soon extended the product range and kept investing in research and development (R&D), leading to the discovery of new technologies. In 1999, GEOX patented an idea to apply their breathable and impermeable technology to garments such as jackets, anoraks, and sports jackets. After a testing phase, the "total breathable look", GEOX's own line of patented apparel, was commercialized in Italy. As the company grew it employed professional managers for production, marketing and distribution.

In 2008, following many years of research in its corporate laboratories and some sales from 2005 on, GEOX launched worldwide a new line of sports footwear that will release the sweat produced by the foot sole during intense physical activity, based on patented “NET System” technology. The brand expression NET® from the English synonym of "mesh" sums up the new technology: a "net sole" coupled with a waterproof, breathing membrane ensuring "supertranspiration" for maximum health and comfort.

Breathable Shoes: Branding Success through Patenting (3)
In 2010, the GEOX group inaugurated the „Breathing Building” In Milan’s historical city center. It is the largest GEOX Shop in the world and the brand’s flagship store (Photo: GEOX).

Business Results

After having consolidated its first successes in Italy, between 2000 and 2003, the group expanded internationally using a balanced mix of multi-brand stores (approximately 10,000) and single-brand stores (1000+ GEOX shops). Since December 2004, GEOX has been listed on the Milan Stock Market exchange. In 2005, the inauguration of a boutique in New York's famous Madison Avenue marked the company's definitive breakthrough overseas.

Today, GEOX is market leader in Italy in the sector of classic and casual footwear and is increasingly present abroad: in 2010, about 60% of net sales took place in the company's main foreign markets, among which are Germany, France and Spain. In 2009, the group present in 103 countries sold over 20 million pairs of shoes and produced more than 2 million items of clothing.

Throughout his career, Mr. Polegato has been awarded many prizes in recognition of his innovative and successful business. Most recently, he won the “Innovator of the Year” award at the CNBC European Business Leaders Awards 2010, for the development of a fashionable brand with new technology.

R&D: The Key to Past and Future Success

The most important success factor of the GEOX group is its constant focus on product innovation protected by patented technology, coupled with a strong awareness of the GEOX brand. Ever since its inception, GEOX has maintained a company policy aiming to enhance technological innovation, resulting in more than 50 different national and international patent applications originated by the company to date, covering materials, products, processes, equipment and machinery. Furthermore, the company's constant stream of patented inventions and innovations ensures that competitors would be unable to simply copy the product after the expiration of the original patent. Smart use of intellectual property (IP) guarantees GEOX a lasting competitive edge. Mario Moretti Polegato is fully aware the importance of IP: "It's time to invest in ideas. An idea is worth more than a factory.”

Breathable Shoes: Branding Success through Patenting (2024)

FAQs

Can a shoe design be patented? ›

The short answer is yes; shoe designs are patentable. There are two types of patents that you can have, design or utility. Having patents gives you the right to protect your shoe design from others using, selling, producing, or offering to sell a shoe that uses an element protected by your patent.

Are shoe styles copyrighted? ›

Typically, under US law, you cannot get a copyright for things that are useful articles, like hoodies, shoes, and/or pairs of pants. These are useful articles that are not copyrightable because they are not considered creative, unique, or original.

What is Geox famous for? ›

Research and Development

In 1999, GEOX patented an idea to apply their breathable and impermeable technology to garments such as jackets, anoraks, and sports jackets.

Who owns Geox shoes? ›

Mario Moretti Polegato

Are Nike shoes patented? ›

Nike has a total of 25762 patents globally out of which 18340 have been granted and more than 79% of these worldwide patents are active.

What are 3 things considered in the design of a shoe? ›

A typical shoe consists of three basic components: the outsole, the midsole, and the upper. Each of these components is comprised of materials that vary greatly in weight and density.

How do you avoid copyright on shoes? ›

Having a patent allows you to protect your shoe design from others who use, sell, produce, or offer to sell a shoe that contains an element protected by your patent. Firstly you need to ascertain whether your shoe has a unique function or design to see if you have a chance of obtaining a patent.

Is Geox closing down? ›

Geox closed 2020 with revenues down to 534.9 million euros, following the closing months and a new sales strategy. In fact, the brand is planning the definitive closure of 110 stores in the period 2021-23.

Why is Birkenstock famous? ›

Birkenstock Group B.V. & Co. KG is a German shoe manufacturer known for its production of Birkenstocks, a German brand of sandals and other shoes notable for their contoured cork footbeds (soles) made with layers of suede and jute, which conform to the shape of their wearers' feet.

Why are Air Jordans so special? ›

The Air Jordans' exclusive level relative to other types of footwear has been the reason behind this phenomenon. They made these sneakers with extremely high-quality materials like full-grain calfskin and premium leather uppers like boots. Thus, people cannot marvel at the look and feel of a high-quality product.

What is the shoe that breathes? ›

ITALIAN PATENT

Geox has created Amphibiox™, a totally waterproof shoe that BREATHES™, thanks to a special membrane that extends beyond the outsole, and even to the top part of the upper, to protect your feet in any weather conditions.

Are Geox shoes made in China? ›

Geox has manufacturing plants in China, Vietnam, Indonesia, South Korea, Brazil, Macedonia and – Serbia.

Who is pastry shoes? ›

A brand born into hip hop royalty, Pastry was founded by celebrity fashionistas Vanessa and Angela Simmons, the daughters of Joseph "Rev. Run" Simmons, in 2007.

What does patent mean in shoes? ›

Patent leather is a type of coated leather that has a high-gloss finish. The coating process was introduced to the United States and improved by inventor Seth Boyden, of Newark, New Jersey, in 1818, with commercial manufacture beginning September 20, 1819.

What is patent on shoes? ›

Patent leather is a high-gloss, grain-free leather, which has been gloss-finished on the surface or covered with a glossy, mirror-smooth film. Patent leather is used for shoes, caps, clothing, wallets and handbags.

Are patent shoes hard to look after? ›

It is consequently important to take scrupulous care of patent leather.. Patent leather is best cleaned with a damp microfibre cloth. Care must be taken with lightly coloured patent leather, however, as the leather slightly absorbs colour pigments and can then no longer be cleaned.

What are the factors that affects the shoes industry? ›

The footwear industry is labor-intensive and is affected by various factors such as land resources, labor costs, material supply, environmental protection, and sales markets.

What is the most important factor when buying shoes? ›

Besides the right shoe size and width, an optimal fit, skilful workmanship and the use of high-quality materials for the upper, lining and outsole are also important factors when it comes to quality and selection. We want you to stay feeling comfortable in your shoes for as long as possible.

What is the most important aspect of a shoe? ›

Roomy enough. There should be sufficient room (both width and depth) at the front of the shoe for your toes. During normal walking your foot both spreads out and lengthens up to one centimeter in each direction. Therefore, you should pick a shoe that is longer than your longest toe by about the width of your thumb.

How much does it cost to patent a shoe design? ›

Getting a Shoe Patent is Costly

The expenses associated with getting a shoe patent include: At least $1,500 in attorney fees for a design patent or $2,500 for a utility patent. Roughly $1,000 in government fees (more if you expedite the application)

How do I patent a shoe idea? ›

Register electronically with the USPTO. Select "Design" and "Nonprovisional Application" under the "New Application" section. Enter application data, including inventor name, address and telephone number. Upload the Declaration for Utility or Design Patent, shoe idea explanation and illustrations.

Can you get a patent on a design? ›

In general terms, a "utility patent" protects the way an article is used and works (35 U.S.C. 101), while a "design patent" protects the way an article looks (35 U.S.C. 171). Both design and utility patents may be obtained on an article if invention resides both in its utility and ornamental appearance.

Is Converse design patented? ›

Of these 268 patents, more than 85% patents are active. The USA is where Converse has filed the maximum number of patents, followed by Canada and Europe, it has generated an annual revenue of $1.9 billion in the year 2021.
...
10 Best Converse Patents.
Publication NumberCitation Count
US7665229B245
9 more rows
Nov 2, 2022

How hard is it to get a design patent? ›

Design patents have always been easy to obtain, indeed, far easier to obtain than a utility patent. Of course, as with many things in life and with virtually everything in the realm of intellectual property law, the easier something is to obtain the less valuable it is to own.

How long does a design patent take to get? ›

You may be wondering, “How long does it take to get a design patent?” A typical design patent will take between one and three years for approval. This may depend on whether the design is issued instantly, whether there is a dispute with the USPTO, or if modification for formal issues is required.

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