The Daily - Day 2 - June 19, 2019 - 26
Ideas
B I G
N E W S
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B I G
M A R K E T
A C T I O N
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2 0 1 9
T R E N D S
Tecnica introduces
a revolutionary new
customizable trail
shoe at the Show.
B I G
N E W S
Having a Fit
Here at the Show, Tecnica launches the Origin, the
first-ever custom-moldable trail shoe. By Helen Olsson
SKI BOOTS CAN BE CUSTOM FIT, WITH HEAT-MOLDABLE LINERS; CUSTOM-FIT
footbeds; and plastic shells that a bootfitter can grind, punch, and stretch.
But a trail shoe? Not so much. Until now.
Tecnica, known in the U.S. for its ski boots, is launching the Origin,
the first-ever in-store custom-molded trail shoe at Summer Market.
This next-level iteration in custom-fit footwear debuts on the coattails of
Tecnica's successful launch in 2018 of the Forge, the industry's first-ever
custom-molded trekking boot. (The Plasma, a low hiker, was launched the
following year.)
26
/ SUMMER MARKET 2019
"We had a super positive launch
of the Forge, and retailers are very
thankful for this concept," says
Federico Sbrissa, business unit
manager for Tecnica Outdoor. "For
people with a narrow foot, a big
challenge is in the heel and with
blisters. The cool thing is that you
can really shape the heel of the
shoe [with heat-molding]. Truly,
we are the only ones offering customizable boots and trail shoes."
The Origin, which will be available in shops as a soft launch in
July and a full launch in Spring
2020, comes in four base versions
with different outsoles and levels
of support in the uppers. Gender
and weight will determine the
best base shoe for each customer. The shoe also comes with a
custom moldable footbed. After
the shop molds the footbed to a
customer's foot, the next step is
molding the shoe itself. Tecnica
makes the upper with heat-activated plastics that can cool down
quickly. "The challenge is that
most plastics used in trail shoes
take a long time to cool down,"
Sbrissa explains. This specially
engineered plastic can be heated
up in the shop, molded to the
foot, and then it cures quickly. It
takes just 15 minutes before the
essentially tailor-made shoe is
ready to use, five minutes faster
than with the original machine.
The Origin may be especially
of interest to women runners.
"We have a women-specific last
that is preshaped for the different
volume at the instep and heel of
a woman's foot," Sbrissa says. It
also has specific cushioning and
dampening designed for the average woman's foot.
The launch of the Forge was
successful, though it was not
without challenges. Tecnica is well
established among ski shops in
resort locations, but most of them
do not sell shoes. "With the Forge,
we were fundamentally restarting
as a footwear brand [in the U.S.],"
CO U R T E SY T E C N I CA
S U M M E R
The Daily - Day 2 - June 19, 2019
Table of Contents for the Digital Edition of The Daily - Day 2 - June 19, 2019
Contents
The Daily - Day 2 - June 19, 2019 - CW1
The Daily - Day 2 - June 19, 2019 - CW2
The Daily - Day 2 - June 19, 2019 - Cover1
The Daily - Day 2 - June 19, 2019 - Cover2
The Daily - Day 2 - June 19, 2019 - 1
The Daily - Day 2 - June 19, 2019 - 2
The Daily - Day 2 - June 19, 2019 - 3
The Daily - Day 2 - June 19, 2019 - Contents
The Daily - Day 2 - June 19, 2019 - 5
The Daily - Day 2 - June 19, 2019 - 6
The Daily - Day 2 - June 19, 2019 - 7
The Daily - Day 2 - June 19, 2019 - 8
The Daily - Day 2 - June 19, 2019 - 9
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The Daily - Day 2 - June 19, 2019 - 27
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The Daily - Day 2 - June 19, 2019 - Cover3
The Daily - Day 2 - June 19, 2019 - Cover4
The Daily - Day 2 - June 19, 2019 - CW3
The Daily - Day 2 - June 19, 2019 - CW4
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