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Brooks produces most personalised running footwear
03
Dec '17
Courtesy: Brooks Running
Courtesy: Brooks Running
Brooks Running Company has entered into partnership with HP and Superfeet to produce the most personalised running footwear. Leveraging FitStation powered by HP and Brooks Run Signature, Brooks will launch the first performance running shoe created based on an individual’s unique biomechanics through select retail partners beginning June 2018.

With a singular focus on running, Brooks has a deep understanding of runners’ unique biomechanics and is committed to providing personalised experiences that enhance the run for every individual. Based on years of research, the company developed its Run Signature philosophy rooted in the belief that the best way to enhance comfort and improve performance is not to fix a runner’s “flaws” but to instead create running footwear that works with the runner’s natural motion path of his or her body. Through its partnership with HP and Superfeet, Brooks takes Run Signature to the next level and delivers the most personalised running footwear.

“Brooks is committed to providing the fit, feel and ride each runner wants. The ability to give an individual a personalised shoe based on his or her unique biomechanics is a game changer. It is a compelling offering for the runner who is interested in tip-of-the-spear technology and a totally tuned experience,” said Brooks CEO Jim Weber. “As part of our focus on reinventing performance running, we will continue to push the envelope to bring runners innovations that help them uniquely tailor their run.”

FitStation powered by HP is pioneering hardware and software that combines 3D foot scanning with dynamic gait analysis and foot pressure measurements. Fully aligned with principles from Brooks Run Signature, FitStation offers customers in-depth analysis including key motion zones to identify the unique motion path of the runner’s body and information about the desired running experience. FitStation creates a one-of-a-kind holistic digital profile of an individual that combines personalised fit, biomechanics and experience.

“FitStation by HP is changing what personalisation means—from the in-store experience to the final product. In collaboration with Brooks and Superfeet, we are delivering truly made-to-measure footwear with a lot size of one,” said Ed Ponomarev, general manager of FitStation and business development HP. “Digitalisation of biometric data opens an opportunity to ultimate individualisation with the speed and cost efficiency of mass production. HP brings deep experience in computing, scanning and technology integration at scale to deliver a revolutionary digital manufacturing platform, creating individualised products that are available to anyone—from casual runners to elite athletes.”

The FitStation analysis translates into specific requirements for each shoe, and is then produced by Superfeet on a state-of-the-art DESMA polyurethane injection-molding machine. The system uses the 3D foot scans to determine the proper lasts which the shoes are built around, ensuring each shoe is tailored to the specific shape of the runner’s foot. Then, using a combination of variable PU injection with direct attach capabilities, the foot pressure measurements, movement analysis of the runner’s joints, and their personal experience preferences are combined to create personalised midsole requirements with multiple tuned zones—all ensuring the runner stays in their preferred motion path and receives the running experience they desire. All personalised footwear will be manufactured in the US at Superfeet’s world headquarters in Ferndale, Wash.

“Having the leader in running footwear leverage FitStation and our US manufacturing facilities to create the most individualised running shoe on the market is momentous,” said John Rauvola, president and CEO of Superfeet. “Not only will it change what people expect from their running experience, it is also an important step in making a positive difference in people’s lives by delivering the best underfoot support possible. This is the beginning of the individualised fit revolution.” (SV)

Fibre2Fashion News Desk – India


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