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And Vibram is a success, turning about Euro 200 million a year in revenue in 2011.
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The company makes Vibram 5 Fingers, a thin latex shoe with individual toes that mimics barefoot running.
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This time the charge would stick to the Republicans like poo-poo on Vibram.
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He points out that Lieberman's study was partly sponsored by Vibram USA, information that is clearly disclosed on every page.
CNN: Running debate: Bare or in shoes?
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Enter FiveFingers, a line of shoes by the Italian company Vibram that are really gloves for the feet, with minimal protection and a finger for each toe.
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Finishing things off: 2 millimeters of lining leather, Vibram rubber soles, a steel shank, a leather heel counter and a styrene toe box to harden the front and prevent nasty stubs.
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The streets themselves are bedecked with the Vibram logo.
FORBES: NIKE, If This Brand Were American You Could Be Toast
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At the North Face sponsored Ultra Trail de Mont Blanc, the premier trail race in Europe and possibly the world, the brand Vibram is one of the most prominent.
FORBES: NIKE, If This Brand Were American You Could Be Toast
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Lieberman is adamant that Vibram sponsorship had nothing to do with the outcome of the study, which was also funded by the American School of Prehistoric Research, the Goelet Fund and Harvard University.
CNN: Running debate: Bare or in shoes?
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Vibram, however, is not so interested in growth.
FORBES: NIKE, If This Brand Were American You Could Be Toast
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Vibram distributes five fingers directly via retailers.
FORBES: NIKE, If This Brand Were American You Could Be Toast