By Judy Leand
In a nod to the growing barefoot running” movement based upon natural motion, Ecco is introducing Biom, a collection of performance road and trail running shoes that the company hails as “category-changing running product.”
The footwear, which boasts a close-to-the-ground silhouette, comes in three platforms. The “A” platform is designed for elite athletes who typically run six-minute miles or faster. The “B” platform is designed for 9.5-minute-per-mile runners, and the “C” platform is for occasional runners who complete a mile in 10 minutes or more. Each platform consists of one textile and one leather style. The “A” platform will be specifically for men and will include two insoles, one each for training and racing. The “B” and “C” platforms will be available in gender-specific versions.
Bioms technical features include a TPU rubber outsole, direct-injected PU midsole, biomechanical midsole, and an anatomically shaped last (created after scanning 2,200 feet). The leather version is made of yak leather, which is three to five times stronger than cow leather, and can be skived down to 1 millimeter for a lighter, more conforming fit.
The “A” and “B” platform road running shoes will be launched in March 2009. The “C” platform, as well as trail running shoes, will follow in Fall 2009. The textile models will be retail priced at $195, and the leather models will be $220.
Distribution will target running specialty stores. According to David Helter, brand manager of Ecco USA, Biom will not be sold into the companys four biggest accounts (Nordstrom, Ecco retail stores, The Walking Company and Dillards), nor will the collection be sold online.
