Why the 45-degree shoe Tenevis has been a favorite for 17 years.

Tenevis, a 45-degree shoe introduced by Borim Holdings, is a functional shoe that has been providing health to the public for 17 years. CEO Heonjin Shin, who used to be a math teacher, cited the shoes' health, silver, and future-oriented potential. Shin was confident that the 45-degree angle resulting from the somewhat unusual heel was optimized for everyday walking with proper posture, cushioning to reduce fatigue, and springs to help drive propulsion for correct walking. 

A math teacher with 20 years of experience falls in love with the 45-degree shoe Tenevis.

Shin is a woman entrepreneur with 17 years of experience in the healing industry, having launched Tenevis in 2008. She has been active in sports, culture, and social activities, not limited to health marketing. She says “I used to be a lecturer in math, and I used to wear 7-centimeter heels. After a while, I had very bad foot pain and was having a hard time. Then, by chance, I was given a pair of sneakers by a friend.  I remember feeling very comfortable in them because of the unique fluffy cushioning, and I felt my feet, knees, and back were very comfortable. It was a wonder that my body didn’t hurt after all the trips to the hospital and treatments.

I started studying shoes immediately. I had been working as a math lecturer for nearly 20 years and was looking for a change. At that time, Germany was unrivaled in the advanced technology of functional shoes and insoles. When I studied the existing footwear companies in Germany, I found out that there was a profession called “pedorthist,” which is a person who takes care of people’s bodies and health with shoes, in other words, who works with people to solve their discomfort. I thought, “This is it. I wanted to help people who were struggling and hurting like I was. I started thinking about the business and  started Tenevis, a 45-degree shoe, ambitiously because I was convinced of its ability to support good posture.” 

Starting with the launch of purely functional shoes ‘Hygge’ in 2008, Tenevis launched ‘Ockham’, which universalized functionality, in 2021, and golf shoes ‘Ivy’ in 2022. Tenevis, known as '45 degree shoes', 'healing shoes', and 'women's walking shoes', was selected as the Union of Korea Breast Cancer Patient's first good product in 2012, ranked first in customer satisfaction in Korea in 2014, and won the Hi Seoul Award in 2017. It now has over 50,000 loyal customers in Korea alone. Tenevis is said to be highly beneficial for healing and preventing plantar fasciitis, back pain, knee pain, and osteoarthritis. The 45-degree angle allows for the principle of shifting the center of gravity backward when walking in the shoe, which opens the chest and stretches the lower back. The advantage of this type of sneaker is that the heel is replaced regularly, so when it wears out, you can replace it with a new part regularly. This is why Tenevis have been a favorite for 17 years. 

To walk properly, you need the right shoes.

In 2017, Korean female rhythmic gymnasts wore Tenevis to the world competition held in Italy, and in the same year, Tenevis sponsored the Sports Seoul Marathon. Tenevis selected Miss USA from California as its model in 2011, and sponsored the world beauty pageant to select Miss Global Queen in 2015. Shin says “I remember I was approached by an overseas buyer, who saw Tenevis registered with KOTRA and asked me to collaborate with them on functional footwear. I sent five pairs of 45-degree shoes, two pairs of slippers, and five insoles as samples, and we are in talks, and other overseas buyers are also sending various proposals.

KOTRA recommends that we keep in touch with overseas buyers, and I plan to prepare a national registration certificate and a buyer’s export certification to export more actively. It is my longtime dream and long-term goal to develop Tenevis into a global brand.” In 2016, Tenevis won the Best Design Award at the Hong Kong Fashion Access, an unusual honor for a functional shoe. Shin is working on more designs, more colors, and a finished outsole. 

She says "I've noticed that poor walking management when you're young and healthy often affects you later in life, so I think it's really important to understand the importance of posture when you're younger. The act of walking is a full-body workout. From head to toe, cells, nerves, ligaments, muscles, bones, everything is in constant motion, and if you walk correctly, you'll be able to maintain your health on an ongoing basis. My theory is that if you take care of your posture, you won't have to worry about living to be 100. It's about being able to delay getting sick." That's an assurance that only Shin, who overcame Moyamoya disease, a chronic progressive cerebrovascular disease, with Tenevis, can speak. She says "I will build Tenevis into a global brand. It's all about correcting the wrong gait with shoes that support good posture and correct walking with detailed functionality." These shoes constantly encourage you to walk straight when you're walking incorrectly. This is because they ask you to walk correctly when you're used to an unbalanced posture. This is why it takes time for first-time wearers to master the shoe. Shin says "From department store clerks and grocery store cashiers to teachers, professors, nurses, and factory workers, many people work on their feet for long periods of time, putting a lot of strain on their feet and back. Good support for the feet alone can prevent postural collapse and improve the quality of work. Wouldn't it be great if you could work comfortably, happily, and with a smile? We want Tenevis to do just that." The most prominent phrase hung in Tenevis's office was “Fashion is in the stride!”