News — Madison

 November 10, 2021 Nobbits, Solving the Shoelace Problem Did you know that according to a study of Why Shoelaces Become Untied was conducted by mechanical engineers at the University of California, Berkeley that while running that your foot hits the ground at 7 times the force of gravity?  I didn’t. Did you know that the “Shoelace Problem” on how to tie your shoe was studied at the University of North Carolina, Chapel Hill? I didn’t. So, all of this data is just information that I am certain will prepare me for a future appearance on Jeopardy. Category “Loose Ends” please....

Fitchburg-based Nobbits USA with its innovative design for shoelaces and Minneapolis-based Otrafy for its online platform aimed at food processors and producers tied for the judges’ top prize. Nobbits shoelaces feature raised bumps on the laces to lock them into the desired tightness and prevent the shoes from coming untied, which could lead to injuries, according to presenter Justin Hajny. “We view the score as an indication that the judges believe that Nobbits Shoelaces could make an impact in the marketplace and be a viable asset to the Wisconsin business community,” chief brand officer Jerlando Jackson said. “The exposure is timely and...