K•Swiss Sets the Bar for Versatility with First-Ever True Customizable
Sole System for Runners in Singapore
In fall 2009, K•Swiss in Singapore will set a new bar in performance footwear eliminating the need for athletes to purchase and maintain multiple shoes for demands of all levels of training. A new, tested and proven technology provides a singular solution for both running and tennis performance. One shoe can now do it all and meet both race and training days. Introducing miSOUL™ Tech by K•Swiss, the first ever modular individualized sole system engineered for customized performance.
According to David Bond, Vice President of Footwear, “miSOUL™ Tech is revolutionary because athletes only need a single shoe rather than multiple pairs to address their different needs of training. It is so much easier and much more desirable to switch the insole depending on if you are going for a long run or race. There is nothing like it currently on the market.”
After vigorous testing and seeding with top running and tennis athletes, K•Swiss will introduce its proprietary miSOUL™ Tech collection for fall 2009. The collection will include men’s and women’s RUN ONE-miSOUL™ Tech for runners. The RUN ONE-miSOUL™ will come complete with two customizable insoles to enhance both performance needs and their equipment investment. The first insole is a Cushion 1.0 to meet the rigorous needs of training with a high density heel wrap, proprietary Si-18® gel to absorb shock, a TPU arch insert and medial post for stability. The second insole is the Light 1.0 for race or fast days with an EVA heel wrap for extra support, Superfoam™ for a high energy return, and a carbon fiber spring plate to enhance forefoot propulsion.
miSOUL™ Tech will be sold only in specialty running accounts. The collection will be launched with vertical print advertising, exposure and seeding at triathlons and road races, in-store clinics, a strong point-of-sale presentation, and on-line advertising and a dedicated microsite.
K•Swiss will be sold exclusively through the Running Lab in Singapore with a launch date of September Seventh. The range will cover a posted and neutral training shoes to lightweight racing and training shoes which will go alongside the revolutionary RUN ONE-miSOUL™ Tech. A range of K•Swiss technical running apparel will also be available at Running Lab.
