Geox SpA, based in Milan, launched its first athletic footwear line with a new, patented technology aimed at allowing an athlete's foot to breath more efficiently. The company said the Geox Net line is aimed at making an athlete's experience more comfortable by allowing heat and sweat to escape efficiently, taking into account maximum physical exertion.
“There is a niche space, which according to us can be occupied by an innovative product,” said CEO Diego Bolzonello.
Geox was launched 13 years ago as primarily a leisure shoe company and has been built on its breathable shoe technology. It has grown into the third largest manufacturer of leisure and urban shoes in the world, after Clarks and Denmark-based Ecco.
The launch of Geox Net is focused in Italy, but the athletic shoes – priced at 100 (US$155) to 130 (US$200) – are available on a limited basis in Geox stores elsewhere in the world. A wider launch is scheduled for 2009.
