West Lebanon, NH (June 12th, 2019) - Tecnica is proud to announce another first in outdoor footwear with the launch of ORIGIN – the first trail running shoe with a customizable fit. The concept introduces a completely new design approach to the running shoe category, based first on the anatomy of the consumer and then by utilizing a proprietary in-store thermo-molding process. The end-result delivers all trail runners the same intended level of performance and ideal fit, regardless of gender or body characteristics, and provides specialty retailers with the opportunity to better serve their customers.
Running is the most heavily practiced sport in the world, with trail running experiencing exceptional growth over the last decade as more people enjoy spending time in the outdoors. Footwear is the most important piece of equipment for a runner, especially in the mountains where the level of performance, support, grip, and comfort are critical to safety and performance.
Until today, all design focus has been placed in developing new footwear focused on reducing weight, increasing performance, or improving cushioning and comfort, but very little attention has been paid to understanding the difference between runners' unique compositions, and the different needs between various genders and body types.
“When a runner enters a shop today and likes one shoe or a particular technology, the only option is to buy a model that is designed for an ‘average person,’” says Federico Sbrissa, Tecnica footwear Business Unit Manager. “If you weigh 100 pounds or 200 pounds you’re forced into the same shoe, but clearly it will be too stiff and supportive for one, or too soft and flexible for the other.”
Tecnica first put heavy focus on understanding the unique requirements of different body types while running off-road when developing ORIGIN, then designing four variations of the shoe with different levels of support and cushioning in each. A simple digital app will drive the specialty retailers to select the right version of ORIGIN to better match with the unique requirements of the runner in front of him/her.
Once the model selection has been made, the shoe upper and footbed can be thermo-molded to the feet of each customer using Tecnica’s patent pending Custom Adaptive Shape (C.A.S.) Machine for a new level of comfort and performance. After the 15-minute in-store process, ORIGIN will fit like a second skin and will perfectly match the uniqueness of each foot.
ORIGIN is a high performance, 10.5-ounce mountain running shoe designed to perform best on technical terrain, both in wet and dry conditions, thanks to the exclusively designed outsole with Vibram Megagrip compound. Among the lightest shoes in the market at this level of support and protection, ORIGIN will perform best between short and mid-distance length runs, and up to ultra-distance for very trained athletes.
“Manufacturers have been attempting to produce custom-fit running shoes for many years,” says Sbrissa. “But the solutions delivered thus far have been complicated, expensive, and eliminate the value that a quality retailer provides. We feel that by combining our technologies with the knowledge and personalized service of the world’s most respected outdoor and running retailers, we can truly provide the best experience for the outdoor community.”
Tecnica will preview ORIGIN at Outdoor Retailer, booth 49055-UL. A small selection of retailers will soft launch ORIGIN in July '19, with the full retail launch hitting outdoor and run specialty retailers in Spring ’20. MSRP $170.
For more information, please contact Maro LaBlance – firstname.lastname@example.org.