Tecnica Plasma wins Outdoor Retailer Innovation Award

No more break-in periods or blisters, the first custom-fit outdoor shoe establishes a new norm in footwear.
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WEST LEBANON, NH (November 13, 2018) - Tecnica’s Plasma – the first custom-fit outdoor shoe – brought home another industry award at Outdoor Retailer’s inaugural Innovation Awards held on November 8 at Outdoor Retailer Winter Market. The live event featured 32 product and retail finalists, which had been selected out of 160+ entries by a panel of judges with varying backgrounds in in the outdoor industry. Judges evaluated entries based on product concept, design, functionality, originality, sustainability and impact, selecting 12 winners from the field.

A versatile, low-cut hiker, the Plasma was designed to alleviate common issues with fit in footwear, which can often lead to blisters, lost toe nails, and ruined trips.

“We first introduced the concept of in-store custom fitting last season in the form of a hiking boot – the Forge,” explains Federico Sbrissa, Business Unit Manager at Tecnica Outdoor. “By applying it to a technical shoe, we’re able to provide that same level of personalized comfort to a wider audience, as they can be worn for everything from hiking to traveling.”

THE INNOVATION

Anatomical last: shoes are typically designed with a generic, flat last. Tecnica has created a fully anatomical last, with much more detail that mimics the true shape of the foot. This creates an out-of-the box fit, structured arch support, and an anatomic "second skin" fit.

Custom Adaptive Shape (C.A.S.): The C.A.S. technology features a thermo-formable material in the key comfort and foot hold areas: the heel, the arch as well as a fully thermo-moldable footbed for custom instep and arch support. Using a patent-pending custom designed system that heats and compresses the shoe to form to each foot, the in-store process takes about 20-minutes, providing retailers’ customers with a customized shopping experience and pair of shoes designed specifically to fit their feet.

“Innovation has always been at the core of our industry and is driven by the desire to make the outdoor experience more joyful and to encourage others to participate,” said Marisa Nicholson, Outdoor Retailer vice president and show director. “The winners took that inspiration and created something that can transform an outdoor experience and improve our relationship with the natural environment.”

The Plasmas will be available at authorized Tecnica retailers in Spring ’19. For more information, please contact Maro LaBlance, at maro@campfire-collective.co.

About Tecnica:

Since 1960, Tecnica has been a world leader in developing technical, high-performance footwear and alpine boots. True to their Italian heritage, Tecnica’s alpine ski boots and outdoor footwear put performance first, designed to maximize the experience for the outdoor enthusiast, whether skiing the steep and deep or exploring local mountains. The US headquarters is located in West Lebanon, NH, and handles all sales and marketing efforts in the US, along with collaboration on marketing and product development with the parent company, Tecnica Spa, located in Giavera del Montello, Italy.

#LIVETHEMOMENT with us at: IG - @tecnica_sports, FB - @tecnicasports, tecnicasports.com/usa

About Campfire-Collective:
Hailing from a diverse mix of in-house and agency backgrounds, Campfire-Collective is a group of independent marketing pros that collaborate, create, and share engaging stories about stuff we care about. Lead by Maro LaBlance, we’re experienced enough to know better, but young enough to know what's up, all with something unique and specialized to bring to the table. Whether it requires a team of one or ten, we offer customized marketing strategies that will make the greatest impact in relation to channel strategy and stage of life, and our flexible structure means our partners get a high-quality product without the costs or constraints associated with agencies. www.campfire-collective.co

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