Brooks Running Company unveiled its first PureProject apparel collection. It also announced updates to the third edition of PureProject footwear, the brands lightweight collection.
PureProject apparel is designed for runners wherever lifes journey takes them-both on and off the run. The collection, which includes a jacket, shorts, pants, a womens seamless bra and various tops for both men and women, has deliberate design features that are subtle and useful. These understated details go largely unnoticed until needed, and include reflective yarns that are woven into the fabrics, wind and water repellency, thermal dynamic benefits and hidden storage features. Additionally, the collection features all-new dynamic adaptive textiles. DNA fabric adapts to a runners body. It stretches, recovers and cools better than standard spandex. Seamless construction provides a smooth and customized fit.
Many runners are looking for a different way to dress for their workout, said Michelle Ave, director of apparel merchandising for Brooks. They want gear that is 100 percent runnable, but with a more versatile look that is less traditionally athletic. The PureProject apparel collection uses smart design to showcase a sophisticated, minimal aesthetic that helps runners dress for wherever the run takes them before, after and in between.
In revealing round three of the PureProject footwear collection, Brooks updated the PureConnect, PureFlow and PureCadence. These changes, which are seen across the line, include:
· A more rounded 360° IDEAL Heel which brings contact points even closer to your joint center;
· A sculpted medial arch that integrates with the upper to create a closer fit;
· A repositioned Toe Flex to allow the first two toes to work as a functional unit;
· Changes to the upper wrap allowing it to pull from the medial side for an even more conforming fit.
Since its launch in October 2011, runners have gravitated towards the lightweight experience that PureProject provides. For the 12 month period ending March 2013, the PureProject line grew 176 percent in retail dollars at SRA. Brooks is number one at SRA in retail dollars with 36 percent minimalist running market share for the same time frame. This is a 15.6 percentage point increase over the same 12 month period last year.
The PureProject apparel collection, PureCadence 3 and PureConnect 3 will be available at retail starting Dec. 1, 2013. The PureFlow 3 will hit stores Jan. 1, 2014.
