State of Joy, the homegrown performance footwear brand, has launched a digital film for its Anatom wide-toe performance shoe line, challenging the long-standing industry norm of narrow toe boxes. The film, which opens with bare feet moving across a forest trail, uses natural foot motion as its starting point to question whether modern shoes have drifted from the foot's intended function.
Film Highlights Anatomical Design Over Fashion Trends
Through a mix of anatomical visuals, design sketches, and product close-ups, the film positions Anatom as the brand's answer to that question. State of Joy stated that the Anatom range was developed from anatomical research rather than seasonal fashion cues, focusing on wide-toe construction that allows for natural toe splay, improved balance, and more effective push-off. The brand intends the film to encourage consumers to reconsider a widely accepted design norm.
Bachi Pulella, Co-founder of State of Joy, said, "Most shoes are designed around how a foot should look, not how it actually moves. With Anatom, we started from the bone structure up, studying natural toe splay and movement patterns before we ever sketched a silhouette. This film is about getting people to question something they have never thought to question: that a narrow toe box was ever normal in the first place."
Biomechanics at the Core of Product Philosophy
Co-founder Dasari Raju Ramesh explained that the launch reflects the brand's larger product philosophy. "We wanted to build a shoe that respects biomechanics, not just aesthetics. Anatom is designed to give the foot space to move naturally, which we believe is essential for comfort, stability and performance. For us, innovation begins with understanding the body better, and then translating that understanding into design."
The company added that the campaign film draws attention to the connection between product engineering and human movement, with the wide-toe format serving as a core differentiator. According to the brand, Anatom is part of its broader effort to build performance footwear for everyday athletes and movement-first consumers, rather than following trend-led design cycles.
Rapid Growth and Market Presence
State of Joy has been scaling rapidly in India's footwear market, with nearly half a million pairs sold, a revenue trajectory moving from ₹80 crore towards ₹100 crore, and a presence across more than 4,000 multi-brand outlets. The company also plans to open an exclusive brand outlet. The Anatom line will be available through its website and select retail partners across the country.
A brand spokesperson said, "State of Joy has always believed that performance footwear should feel as natural as the body intends. Anatom reflects that belief in a very clear way, by giving the foot room to spread, adapt and move with more freedom."
The launch comes as performance footwear increasingly competes not only on style and visibility, but also on function, comfort, and long-term wearability. With Anatom, State of Joy is seeking to place biomechanics at the center of the conversation.
