Hello workers! A new generation of safety shoes is here.

Ever had that feeling of being “in the zone” – when you’re working effortlessly, moving freely and getting a lot done. Take a look at high-scoring Stephen Curry on the Golden State Warriors basketball team and you’ll know what we’re talking about. Fluid. Powerful. Amazing. Together with Ejendals, we thought, what if a safety shoe could make workers feel that way? Like a natural extension of your body – so comfy you forget you’re even wearing shoes at all. That was the inspiration behind the new JALAS Zenit EVO range.

This thinking led to the theme “Step Into Your Comfort Zone,” under which Ejendals has launched six new JALAS safety shoe models. These combine a lightweight sporty design and sock-like ergonomic fit with the JALAS brand’s legendary foot protection.

“Ejendals is encouraging workers to be both comfortable as well as confident with a modern sporty design that offers high protection,” says Henrik Sund, Account Director at Open. “Their JALAS brand has a 100-year history of ergonomic foot protection, and this new range is a modern embodiment of that heritage.”

Following a series of communication workshops, Open developed everything from a clear positioning and communications concept to photography, brochures, sales material, POS units, web, PR and more. Sales have exceeded forecasts and the range is doing exceptionally well.