Nobbits hopes to “tie up” the market for specialized shoelaces by

Nobbits hopes to “tie up” the market for specialized shoelaces by


Fitchburg-based Nobbits USA LLC makes shoelaces that lessen the chances of knots coming untied.

Nobbits makes shoelaces from polyester with raised dots — “nobbs” — formed from an adhesive on both sides of the shoelace. These nobbs create consistent tension throughout the lace stopping knots from coming undone and creating a more comfortable fit. 

The nobbs are strategically placed throughout the shoelace to reduce the amount of slippage between the eyelets, which is the most common reason why shoes come untied. A study done at UC-Berkeley revealed that when running, feet hit the ground seven times greater than the force of gravity, which in turn drives the inertial force of the shoelaces forward, causing them to come untied quicker.

On Nobbits’ shoelaces, the nobbs lock the shoelace and knot in place, making it almost impossible to naturally come untied.

Veteran sports entrepreneur and Nobbits founder Ron Brent said the company plans to focus sales on active people, such as athletes. And he anticipates a wide audience as more than 2 billion pairs of shoes are sold each year, with about 60 million active people...

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