The Saturday Evening Post May 14 1960 Page 14/15

BFG report to homemakers 

"P-F"®:

the wedge that put extra comfort into canvas shoes! 

"P-F" means Posture Foundation 
1.The important “P-F” rigid wedge the body weight on-the outside of the normal foot, decreasing foot  and leg muscle strain..

2.Sponge rubber cushion.

As every mother knows, separating a youngster from his "sneakers" is a job. From kindergarteners to teens, canvas shoes are a favorite. They're cool, comfortable, and, "Mom, everybody wears 'em!" 

Millions of mothers are one step ahead of the game when it comes to buying canvas shoes for their families. These Moms look for the green and white "P-F" on the heels of canvas shoes for their youngsters. "P-F" means the shoes have The Wedge; The Wedge means comfort. 

Here's how it came about: B.F.Goodrich and Hood Footwear began research to see if canvas shoes could be built to help lessen foot fatigue and leg muscle strain. Normal feet are usually more comfortable when body weight is placed on their outside border. So BFG and Hood devised a shoe to fit the pattern of a normal, healthy foot. Then they slipped a small rubber wedge under the insole of the shoe, where the heel would rest. Just ahead of the wedge a soft cushion of sponge rubber was placed, to fit under the sensitive arch.

The result was a highly comfortable shoe which helped proper weight distribution to the outside border of the feet. Best of all, the principle assisted in lessening foot and leg muscle fatigue, helped improve the endurance of the wearer and let him go full speed longer! 

BFG and Hood called their idea "Posture Foundation." On heels of shoes equipped with it, they put a green and white "P-F" label. Today millions of pre-high-school youngsters demand "P-F's" because they are sure the shoes help them run faster and jump higher. And, of course, "P-F's" do give the impression of extra agility because of the helpful "P-F" wedge. Teen-agers, too, insist upon "P-F's" because the styling is so right. 

And to make everybody happy, BFG and Hood have applied "P-F" to almost all the shoes in their line, making a great selection of shoes for grown-ups, too. 

For field and court 

A basketball king! Molded sole, with laces toe-to-top. Has ventilating eyelets. Also has Hygeen cushion insole. Posture Foundation 

Longtime favorite men's squash and tennis oxford. Special heavy crepe outsole, Hygeen cushion insole. Posture Foundation  

Just the thing for Junior's all-round play! Ventilated, tractor tread outsole, and Hygeen cushion insole. Posture Foundation 

For family fun 

Shoe for youngsters-play-time colors! Rubber toe-cap, easy three- eyelet lacing. Hygeen cushion insole. Posture Foundation 

Fun for the sand-pile group! Elasticized instep slip-on. Has Hygeen cushion insole, with crepe design outsole. Posture Foundation -----.. 

For dad's lazy-day activity-a thick mid-sole with raised heel. Coarse crepe outsole, Hygeen cushion insole. Posture Foundation 

For the prep set 

Court and all-purpose shoe. Non- skid outsole with Hygeen cushion insole and ventilating eyelets. Posture Foundation

Newest on campus-a corduroy oxford in gorgeous colors. Hygeen cushion insole, stylish velvety look! Posture Foundation 

The girl's casual shoe for school. Classic design in white, circular vamp oxford. Hygeen cushion insole. Posture Foundation 

Every shoe you see here is designed for comfort with Posture Foundation. See your BFG or Hood dealer soon! 

For information on where to buy B.F.Goodrich or Hood Footwear products, write: President's Office, The B.F.Goodrich Company, Akron 18, Ohio. 

B.F.Goodrich

Shoes that feel as good as they look 

HOOD