Whilst now a staple in most babies’ wardrobes, with a pair of Bobux Soft Sole shoes bought somewhere in the world every 60 seconds, it was Kiwi brand, Bobux, that created the world’s first leather Soft Sole shoe over 27 years ago.

In 1991, Bobux’s founders, Chris and Colleen Bennett, took to their garage, armed with leather and suede, and made their first pair of Soft Sole shoes for their daughter, Chloe. Revolutionary when they were first

designed, a new footwear category was born and the Bobux Soft Sole is now firmly established as a cornerstone of healthy foot development.

Soft Sole Campaign – 25th October-25th December

 Gift With Purchase

To celebrate the launch of the new collection, Bobux is introducing a free gift with purchase (GWP) with every Bobux Soft Sole purchase. Customers will receive a pack of three wall decals, while stocks last! These adorable removable stickers feature characters from Bobux’s Soft Sole collection – the cute designs will help liven up a little one’s nursery and help stimulate brain development.

Campaign support

The GWP promotion will be supported by advertising and promotional activity online, in-store and via direct marketing. Bobux has an extensive support campaign running across its social media channels, along with web banners, blog content and email direct marketing.

Soft Sole Video

Bobux has also created a video showcasing the loveable animated characters helping a wobbly child experience something new. The video will be made available for use on social media and website to support their retailers and drive customers in store.


POS is also available to Bobux’s retailers to use throughout the promotional period. This ranges from group counter struts, A5 flyers, window decal, GWP wall decals (set of 3) and single character cardboard stands that will hold two pairs of Soft Soles. Character of your choice: Zebra, Tiger, Fox or Rabbit.

About the collection

Barefoot Freedom

Babies’ feet are so pliable that even tight-fitting socks can stifle their development – let alone restrictive shoes. Bobux Soft Sole shoes are made from artisanal leather that moves like a second skin on baby’s delicate feet. With that natural flexibility, babies’ feet are free to bend and move like they would barefoot, and their legs are free to kick without any added weight on their feet.

To put it simply, wearing a Bobux Soft Sole provides the freedom required for a little foot to do all the things it should through this stage of development, while providing protection from the environment.


The genius of a Bobux Soft Sole is in its simplicity – made from a suede sole and an unlined leather upper, making them incredibly soft and comfortable on little feet

  • The porous nature of leather and suede means they effectively wick away moisture, allowing growing feet to breathe.
  • The two materials are also renowned for their flexibility, able to be twisted, scrunched up and flexed, much like the skin of babies’ feet.
  • The suede sole is naturally fibrous, providing a natural grip for babies to navigate indoor surfaces.
  • Elasticated ankle means they’re easy to put on squirming feet and stay on comfortably.
  • Innovative internal seam was developed to achieve the most comfortable fit possible.
  • Some styles include a fleecy Merino lining for warmth in cooler climates, and other styles feature stylish cut outs to maximise breathability in warm weather.

Design and detail

Bobux’s designers have a deep consideration for the sensory attributes of the adorable characters that appear on their Soft Sole designs. From the position of their features, to the stitching and layering, to their texture, colour and geometry – every aspect of Bobux’s Soft Soles is deliberate. Everything comes together to create a range of shoes that truly nurture baby’s foot development.

Bobux love good design and challenge themselves every day to design shoes that are both stylish and good for kids. The new Soft Sole collection comprises every colour and style imaginable available in sizes NB(0-3m) to XL (2yrs). Priced from £22.

The new collection is packed full of innovative designs that parents will love and kids will love to wear – and for parents that feel twinning is winning, the range also beautifully compliments the toddler ranges.

Retailers Get In Touch:

If any retailers would like to get involved with the campaign by ordering the GWP and POS, please contact:

Mark Collins, Bobux UK Sales Manager on 07808 730176 / mark@bobux.com

Bobux’s UK Press Office: Kim Swead / kim@kimsweadpr.com / 07786 856075

Notes to Editors:

No nasties

All Bobux Soft Soles are made from 100% genuine soft leather tested to safety standards that meet the strictest international criteria. They are chrome free, use water based dyes, non-allergenic, non-irritating, no harmful chemicals (REACH compliant) and only the highest quality leather is used (Java Cows – best cows in the world for leather goods).

Bobux’s USP

Built on a foundation of family values and a heritage of Kiwi innovation, Bobux firmly believes the world would be a better place if kids’ shoes were both healthy and awesome looking. World-leading research with respected podiatrists and development driven lasts, ensures that fit, foot health, comfort and performance is paramount with all Bobux’s shoes.

Certified Child Labour Free

In gaining this accreditation, Bobux manufacturing has been recognised as honest, transparent and ethical. www.childlabourfree.com

See link to a cute animated video that Bobux has created: https://vimeo.com/294713854

For further information or stockist details visit www.bobux.com /www.bobux.co.uk