Global sportlifestyle brand PUMA launched Wednesday a new-to-market category of performance running – Adaptive Running – with the introduction of the PUMA 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, it is the product of two years intense design and development based on how the foot moves, says the company.
Considering that the foot expands in three directions, longitudinally, laterally and vertically, PUMA’s footwear adapts with the body in motion, encouraging a more natural and efficient mid-foot strike.[ Also Read: Proto Labs Helps Bring Mobility to Amputees ]
Recently, PUMA had introduced a new cross-category performance platform – The Nature of Performance. The platform is a red thread that unifies all of PUMA’s performance categories with a consistent voice, look and feel, said the company. (Read: PUMA Launches the Nature of Performance)
PUMA Mobium Elite
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.[ Also Read: Stuart Weitzman Creates Glass Slipper for Broadway ]
The three-part system of PUMA Mobium Elite’s design is supposed to encourage runners to land on their mid-foot, rather than a hard heel strike, which can mean more efficiency and less “braking action.”
“We believe PUMA Mobium will change the paradigm in the category of performance running,” said Mary Taylor, global head of Footwear for PUMA.
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 http://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.
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