The Swiss shoe manufacturer Joya develops and distributes comfort shoes with the goal to enable people to move painlessly until old age! By using the soft-elastic sole, Joya shoes mimic dynamic walking, i.e. support the natural movement pattern, allowing for optimal pressure distribution when walking and standing. The soft and springy material transforms a hard and flat floor into a soft, elastic surface. This leads to increased activation of small support and stability muscles, which relieve pressure on the joints and spine, thus alleviating and preventing back and joint pain. In addition, "micro-movements" stabilize the activity of the foot, calf and leg muscles so that healthy posture and active walking and standing can be promoted. Numerous customers report regained enjoyment of movement and confirm the positive effect on the body. The German Association "Aktion Gesunder Rücken" (abbreviated AGR) awarded Joya its AGR Quality Label and recommends Joya as being particularly good for the back.