Industry: News
Inov-8 gets CrossFit with new shoe N
atural running company Inov-8 is launching a new shoe, which it claimed is the first ever designed specifically to cater for the intense physical workout craze of CrossFit. CrossFit is a strength and conditioning programme devised over 15 years ago, and combines running, weightlifting and gymnastics. Inov-8 said CrossFit is strong in the US, and is growing rapidly across the rest of the world, including in the UK where there are now 40-plus clubs in operation.
There is even a CrossFit Games, an annual competition where top athletes from each region compete.
Beth Ferrier, from Inov-8’s marketing team, said CrossFit participants had taken to using its F-Lite shoes when they were launched in 2008 as they were lightweight and low to the ground.
This led it to working to develop a shoe specifically for the exercise, the Bare-XF 210. It is designed along the lines of a minimal running shoe so wearers adopt a more natural running gait during a CrossFit sprint session, as well as having stability when lifting free weights by having no heel-to-toe drop and a
sticky rubber sole. A TPU plastic lacing support system provides additional protection and friction when climbing ropes during a session. Ferrier said: “CrossFit participants want a lightweight and low to the ground shoe, which led us to develop the world’s first shoe designed specifically for their needs in the Bare-FX 210.”
Highlander to cash-in on Olympics S
cottish firm Highlander has been appointed as an official licensee for London 2012 by the event’s organising committee and has introduced a range of luggage, accessories and other products branded with logos and vintage graphics.
The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has issued Highlander with a license that allows it to produce backpacks and holdalls, shoulder bags and messenger bags, neoprene laptop sleeves, wallets, passport holders, outdoor camping furniture, kid’s sleeping bags and more.
Highlander’s range of exclusive products branded London 2012, Team GB, Paralympics, as well as all a Historic Vintage range branded in all previous Olympic emblems, will be available from later this summer. Ramin Golzari, Highlander’s sales director, said: “We are thrilled to have secured this opportunity for Highlander in this exciting new merchandising market.
“It’s a great opening for growth and it will also significantly strengthen and expand our ranges. The deal allows the company to offer official London 2012 merchandise to retailers throughout the UK, in addition to our existing network of 1,600 retailers in 15 countries.
www.sgb-sports.com 5
“It takes our goods to a completely new level of market. Previously our high street retailers had tended to be the more outdoor specialists such as Tiso, Blacks and Millets. While these shops will always be a vital route to the market for us, the LOCOG licence and the exclusively-branded products we will supply will take us to a new level of high street presence.
“This is a great opportunity for UK retailers to make up the shortfall that has affected the high street over the past few years and of course widen their product ranges.”
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