State of Joy Announces "Anatom" – A Biomechanics‑Centric Performance Footwear Collection
State of Joy, an Indian performance‑footwear brand, has launched a new product line called Anatom that prioritises foot biomechanics rather than traditional cushioning technologies. The company argues that while the industry has historically focused on lighter, softer, and more responsive midsoles, the shape of the shoe—particularly the toe box—has remained largely unchanged.
The Anatom shoe features a wide toe box designed to allow natural toe splay, which the brand says enhances balance, stability and push‑off efficiency during both everyday movement and training. The design process began with a study of foot anatomy and biomechanics, shifting the development focus from conventional sneaker silhouettes to how the foot naturally functions. To communicate this philosophy, State of Joy released a digital film that traces the evolution from barefoot movement to modern footwear, using anatomical illustrations and in‑house prototyping visuals.
Co‑founder Bachi Pulella stated, "Performance footwear has evolved significantly in materials and cushioning, but very little attention has been paid to whether the shoe actually complements the body's natural mechanics. We believe the next breakthrough won't simply come from another foam compound or sole technology. It will come from understanding how the human body moves and designing footwear that works with it rather than against it."
Co‑founder Dasari Raju Ramesh added, "Instead of asking how we could make another performance sneaker, we asked how the foot naturally functions. Every design decision followed that research. We wanted to create footwear that gives the foot the space it needs to move naturally without compromising on performance or everyday comfort."
The founders note that consumer awareness of mobility, posture, recovery and preventive wellness is driving demand for footwear that supports natural movement. They anticipate biomechanics becoming a defining conversation in the performance‑footwear sector over the next decade.
State of Joy reports that it has sold nearly half‑million pairs of shoes, with revenue growing from ₹80 crore toward ₹100 crore. The brand is available in more than 4,000 multi‑brand outlets across India and is preparing to open its first exclusive brand outlet shortly. The Anatom launch is described as the first step toward building an Indian performance‑footwear brand recognised for solving real movement challenges through research, design and innovation.
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