News — shoelaces

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2 Madison-area startups, 1 from Minnesota, win prizes in state business competition

2 Madison-area startups, 1 from Minnesota, win prizes in state business competition

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...

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

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

  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...

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