Brooks Running Company announced it is partnering with HP Inc. and Superfeet to deliver the “most personalized running footwear.”
Leveraging FitStation powered by HP and Brooks Run Signature, Brooks will introduce the first performance running shoe created based on an individual’s unique biomechanics. The shoe will be available via special order through select retail partners beginning June 2018. All personalized footwear will be manufactured in the U.S. at Superfeet’s headquarters in Ferndale, Washington.
“Brooks is committed to providing the fit, feel and ride each runner wants. The ability to give an individual a personalized 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.
FitStation by HP, a hardware and software that combines 3-D foot scanning with gait analysis and foot pressure measurements, creates holistic digital profiles for individuals that combine personalized fit, biomechanics and experience. Fully aligned with principles from Brooks Run Signature—the brand’s philosophy of creating running footwear that works with the runner’s natural motion path—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 by HP is changing what personalization 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 Inc. “Digitalization of biometric data opens an opportunity to ultimate individualization 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 individualized 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 3-D 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.
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 personalized midsole requirements with multiple tuned zones.
“Having the leader in running footwear leverage FitStation and our U.S. manufacturing facilities to create the most individualized running shoe on the market is momentous,” said John Rauvola, Superfeet president and CEO. “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 individualized fit revolution.”