Are for active, multi-tasking women and men who don’t want to compromise on style for comfort.


IN 2007
Marcia Kilgore, serial entrepreneur and award-winning businesswoman, founded FitFlop, bringing her first biomechanically engineered sandals to thousands of comfort seeking women around the world.


FitFlop continues to broaden its range of sandals, sneakers, loafers, and skates, all of which are made for living in. There are many walks of life, and wherever yours takes you, we are there to support you from the ground up.


is to create shoes that people can live in, not just because they look good, but because they feel good and are good for you too.



Our shoes are rigorously tested at the Human Performance Lab in Calgary, the world’s leading Biomechanics research centre. Here we study how our shoes affect muscle activity and opti-mise pressure diffusion and body alignment.


By creating technologies that diffuse under foot pressure and complement our natural body movements, there’s no need to compromise on style for all-day comfort. Being comfortable, is finally in fashion.



Neon Reflective Knit Sports Trainers


Take this Vitamin to move more and feel great. In an evolved design with a clean look and more padding. Biomechanically engineered for exercise and casual running, but equally good for upping your everyday activity – from speedwalking to work or cycling round town.

Discover Our Iconic Brands

SRI is focused on distributing high quality, renowned Sports and Fashion brands across the Middle East. Our newest launch is HOKA, known for its cushioned running shoes with minimal weight for top fitness, trail, hiking, and road running. It’s Time to fly™️. We have also ventured into Retail with our mono branded FitFlop stores at The Dubai Mall, Jimi Mall and more. Along with Kickz, our multi brand concept at the Dubai Outlet Mall, Al Wahda mall.

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