JV International, MICHELIN Licensed Partner for Technical Soles, Names Boulder-based Blumenfeld PR


COMO, Italy (7 March 2016) ­- JV International (JVI), the global strategic licensed partner chosen by MICHELIN® for the design, development and manufacturing of high-performance MICHELIN-branded technical soles based on the premium tire maker's quality and advanced tire technologies, today named Blumenfeld and Associates Public Relations as its U.S. agency.

Blumenfeld and Associates is based in Boulder, Colo., and will help promote MICHELIN Technical Soles activities in the U.S. that will include public relations, special events and sponsorship support. JVI is based in Italy with partnership offices in Como. Its design and product development center is in Verona.

The announcement was made jointly by Ambrogio Merlo, managing director of MICHELIN-branded Technical Soles partner, and Jeff Blumenfeld, president and founder of Blumenfeld and Associates PR. The Blumenfeld agency will work closely with the Italian company's public relations firm in Europe, LDL COMunicazione.

MICHELIN tire-inspired footwear outsoles are targeted for the outdoors, work and safety, lifestyle and extreme sports. In the U.S., this unique footwear is available at retail stores that carry shoes manufactured by Northwave, Ride, Salewa, TCX and Under Armour. Further partnerships include Kodiak Group Holdings Co., Hi-Tec, Magnum and other brands. Additional manufacturing companies will be announced by the Blumenfeld agency at the Outdoor Retailer Summer Market in Salt Lake City on Aug. 3-6, 2016, and Interbike in Las Vegas on Sept. 21-23, 2016.

Tires and shoes share the same vocabulary: track, sole, tread, roll, stability, safety, performance, rubber and fabric. The added value that the team of designers of MICHELIN Technical Soles offers the market is through co-designing, along with footwear partners, the development of a sole inspired by MICHELIN tires that is integrated with the structure of the upper and the rest of the shoe, thus linking MICHELIN's "ground contact" know-how with the expertise of brand partners.

The Blumenfeld agency has specialized in outdoor recreation since it was founded in New York City in 1980. It currently represents The Fairbank Group (Bromley, Cranmore, and Jiminy Peak ski resorts in New England), Formula4 Media's The Running Event trade show, Wacoal Sports Science Corporation (CW-X brand), and others. Former clients include 3M, Coleman, Duofold, Du Pont, Lands' End, Orvis, Russell, and W. L. Gore & Associates.

The agency is located at 1877 Broadway, Suite 100, Boulder, Colo. 80302, tel. 203 326 1200, blumenfeldpr.com.

For more information: soles.michelin.com

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JV International is the global strategic partner chosen by MICHELIN for the design, development and manufacturing of high-performance MICHELIN-branded technical soles. The company is based in Italy with partnership offices in Como and a design and product development center in Verona. It is headquartered in Hong Kong China, along with two production sites and R&D center. The Italian office handles the entire process, from strategic planning, screening of new technologies, R&D, design development, and partner relationship management to marketing and communication activities for the MICHELIN-branded products.