by Larry Eder
PUMA UNVEILS MOBIUM ELITE, LAUNCHING A NEW CLASS OF PERFORMANCE RUNNING FOOTWEAR
–ADAPTIVE RUNNINGâ„¢
Mobium Elite Features New
Patent-Pending Technologies
HERZOGENAURACH, GERMANY (February
6, 2013) – Today, global sportlifestyle brand PUMA launched a
new-to-market category of performance running–Adaptive Runningâ„¢–with the
introduction of the Mobium Elite shoe.
PUMA Mobium Elite is a performance trainer that expands and contracts
as the foot moves. Rooted in anatomy and inspired by nature, PUMA Mobium Elite
is the product of two years intense design and development based on how the
foot moves. Considering that the
foot expands in three directions, longitudinally, laterally and vertically,
PUMA’s innovative footwear adapts with the body in motion, encouraging a more
natural and efficient mid-foot strike.
Louis Joseph, Director Strategy and Innovation discusses the
technological innovation behind PUMA Mobium: “PUMA’s sport innovations have always focused on provocative,
risk-taking ideas aimed at enhancing the athlete experience. In the case of the Mobium Elite, PUMA
has combined performance research with imagination to produce an entirely new
class of running footwear. Developed
with the vision of creating dynamic products that move with the human body in
motion, the Mobium Elite represents the premier model within PUMA’s new Adaptive
Running collection. Designed to
expand and contract with the foot’s changing shape during the gait cycle, the
Mobium Elite is a first generation concept built to challenge the conventional
standard of static footwear construction. Incorporating
a host of patent pending technologies, we are excited by the prospects of the
Mobium Elite trainer and believe that Adaptive Running is a breakthrough
proposition with transformational potential.”
PUMA Mobium Elite’s Mobium Band is constructed to enhance the foot’s
natural spring. Running through
the outsole in a “figure eight” it’s designed to work dynamically like the tendons
in the foot. The more force
applied, the more spring it returns.
Meanwhile, the ‘Windlass Chassis’ is built to mimic the Windlass Effect of
a foot’s expansion and contraction as it moves. This sculpted arch creates a
platform for the foot in movement, helping the foot transition through the full
running gait. Mobium’s upper and outsole works in unison with the Windlass
Chassis, so that the entire shoe moves the way the foot naturally does.
With stride efficiency a core value in performance running, PUMA’s
designers took inspiration from the most efficient running machine on the
planet; the cat. Similar to cats paws which compress together during its
propulsion phase and expand during stance phase to provide cushioning, PUMA
Mobium Elite’s ‘Expansion Pods’ on the outsole of the shoe expand and contract with the foot. As a result, PUMA Mobium’s cushioning,
protection and flexibility encourages a more efficient stride and offers
runners a smoother transition.
The three-part system of PUMA Mobium Elite’s innovative design encourages
runners to land on their mid-foot, rather than a hard heel strike, which can
mean more efficiency and less “braking action.” The shoe is the result of two years of intensive
development and testing and sets a new benchmark for performance running.
“We believe PUMA Mobium will change the paradigm in the category
of performance running,” said Mary Taylor, Global Head of Footwear for
PUMA. “With patent pending,
break-through technologies that work together as a system, we’ve created a new
class of footwear. The marketplace
is currently driven by shoes that are static – that do not move with your foot
in motion. In Mobium Elite, we have designed adaptive footwear that actually
expands and contracts with your foot in motion. At PUMA, we are driven to look at performance through a
different lens, to break with convention through true innovation. Mobium is the
result of this and we feel strongly it will be a game-changer.”
Beginning February 2013, PUMA Mobium Elite will be available in
Men’s and Women’s styles at select running specialty stores, PUMA Retail, select
sporting good wholesalers worldwide and online at www.shop.puma.com. In subsequent seasons, additional
Women’s specific styles will be introduced and the Mobium line will be expanded
further in the Training and Fitness categories.
For more
information, visit www.puma.com/running
or www.puma.com/MOBIUM.
PUMA
PUMA is one of
the world’s leading Sportlifestyle companies that designs and develops
footwear, apparel and accessories. It is committed to working in ways that
contribute to the world by supporting Creativity, SAFE Sustainability and
Peace, and by staying true to the principles of being Fair, Honest, Positive
and Creative in decisions made and actions taken. PUMA starts in Sport and ends
in Fashion. Its Sport Performance and Lifestyle labels include categories such
as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features
collaborations with renowned designer labels such as Alexander McQueen and
Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn.
The company, which was founded in 1948, distributes its products in more than
120 countries, employs about 11,000 people worldwide and has headquarters in
Herzogenaurach/Germany, Boston, London and Hong Kong. For more information,
please visit http://www.puma.com
