Originally conceived and created by Adrenalin in 2003 for one of the UK’s leading distributors of outdoor equipment and accessories, the Anatom® name and logo was launched on the high street as a range of own-brand technical hiking boots in 2010.

Working with Adrenalin to review the company’s marketing strategy and consumer benefits, the name Anatom was created to reflect the broader benefits of its portfolio of anatomically-beneficial products, including socks and insoles. Since that time, the Anatom name has become synonymous in the trade with top quality products and industry leading training.

Over the last 20 years the Anatom team has built up a comprehensive knowledge and understanding of how the foot works, both biomechanically and physiologically and it is this that inspired the creation of the new range.

Sporting the Anatom logo, the new hiking boots and trail shoes have been developed and tested in the rugged mountains and landscape of Scotland and promote the company’s brand values of quality, fit, comfort and value for money. The range was very well received by retailers, consumers and the press alike, with sales booming from year 1. Since that time, the range has been expanded with a reported growth in sales of 40% in 2014.

 Click here to read the Anatom case study