P24 K-SWISS:SGBGolf_NEW_template 18/06/2009 14:48 Page 24
K-Swiss Profile
K-Swiss gets serious about running
K-Swiss, best known for their tennis and fashion shoes, launched
into the running arena with their miSOUL-based Run One shoes in
2009. But the concept is about to take a leap forward, as Mark
Sheehan, Global Director of Performance Footwear explains…
K
-Swiss is expanding its expertise into today’s marketplace and for us of the orthotic piece is lower than the other
running shoes, with the exceptionally to be able to create a three inserts, therefore we’re creating more
light and aesthetically lovely Run One dynamic interchangeable space inside the shoe. And there’s no shoe
shoe as the base of the range. Mark Sheehan insert, it becomes a whole in the marketplace today built specifically
told SGB what makes their shoes stand out – new dynamic in the way to accommodate an existing orthotic.
and SGB is now a true believer… running shoes are made, We will be introducing two additional
are constructed, and are parts for Q1 in spring/ summer 2010 where
SGB: What are the key facets of the running looked at. The vision I have we take the light 1.0 part and make that
shoe’s profile, the USPs of the shoes? for miSOUL is that it creates super-light, really for almost a race day
MS: Running shoes are still textiles, synthetics, a whole new platform for a application, and we take the cushioning and
EVA, rubber and then whatever cushioning end retail setting where the make that super-cushioning. So it really starts
or bit component that brands want to put into person is buying just the filling in the gaps in terms of what every
the product to speak to the consumer. After that chassis itself and then there’s runner would be looking to us to be able to
it’s really just great points of difference and an after-market insert display deliver from a personal preference
insight into running needs that nobody else has from K-Swiss and based on the perspective. What you've seen so far is really
ever done with a miSOUL shoe. evaluation that the running just the beginning.
If I were trying to talk to you and I only had a specialist has been able to
stability shoe or neutral cushioning shoe, without utilise their treadmill and their SGB: So what we effectively have is a shoe
miSOUL the retailer discounts us right away. We expertise to be able to discern which is almost like a shell; for the
weren’t strong enough just with our me- the gait analysis of what that runner's individual needs, they'll find
too product to knock runner is. That’s at the core the right inserts for them and that
anybody good off level. The Q1 2009 customises an effectively neutral shoe
the wall right now. presentation featured a into what they need?
But at the end of speed 1.0 MS: Exactly. And it goes a stage further; at retail
the day they’re insert for they’re able to evaluate that yes, you slightly
called running faster pace over-pronate on your right side more than your
specialists and training left, which is fairly common, here’s the stability
there have been days and the part from K-Swiss to accommodate that gait
very few things cushion 1.0 analysis on your right side, but you’re a neutral
introduced to the for longer, cushioned athlete on your left side. You don’t
market in the last slower volume- need a stability part on your left foot. Now we
couple of years that truly building days. To can customise right to left feet, nobody’s ever
speak to being special and miSOUL is one of the complement those two inserts, we have followed been able to do that before.
most special items that has been that up in Q3 2009 with a stability part, where
introduced. we build up the medial side of the product
It took some real with an additional arch support story.
production insight Uniquely, there's also an orthotic
to be able to take piece that would be
a percentage of sold For further information on K-Swiss miSOUL,
the mid-sole out separately and to view the full range of K-Swiss Running
of the traditional with none and Performance Tennis, visit the K-Swiss
mid-sole of the other stand the NISTEX/Intersport Show. Or, if you
construction of a inserts, so wish to arrange a sales appointment then
product and put that for the please contact:
that back into the very first time John Freeman, Sales Manager –
bottom of a sock a person with Performance
liner [insole] which is an existing orthotic Mobile: 07973 225868
the cheapest part of most of our competitive can utilise this orthotic 1.0 insert from K-Swiss Office/Fax: 01494 815668
brands’ products. It’s a throwaway item in and put that back into the shoe and the thickness jfreeman@k-swiss.co.uk
24 SGB SPORTS JUNE 2009
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