In a nod to both versatility and performance, K-Swiss is now launching miSOUL, a customizable and interchangeable modular insole/midsole system. The technology will first be offered in performance tennis shoes in January 2009, and in performance running shoes the following month.
According to David Bond, VP of footwear at K-Swiss, “The miSOUL technology is a totally new way of making shoes, and it features the first true, customizable insoles. Each shoe comes with two combined insoles/midsoles that will change the function of the shoe. This means that athletes need only one shoe for both training and competition, thereby eliminating the need for multiple pairs.”
More specifically, each shoe in the miSOUL line will provide a cushioning/stability midsole for training (Cushion 1.0), as well as a lighter one for competition (Light 1.0). The Cushion 1.0 offers a high-density heel wrap, Si-18 shock-absorbing gel, and a TPU arch insert and medial post for stability. The Light 1.0 provides an EVA heel wrap for extra support, Superfoam for energy return, and a carbon spring plate to enhance forefoot propulsion.
The collection consists of gender-specific models of the RUN ONE-miSOUL Tech for running, and the DEFIER-miSOUL Tech for tennis. Both models will be retail priced at $125. Distribution will target tennis and running specialty retailers, and may also include service-oriented sporting goods stores. Replacement insoles-recommended every four months to prolong the life of the shoe-will be available online in January for $40 at K-Swiss.com.
“For the retailer, miSOUL is an advantage because it will save space and help cut down on inventory-stores only need to carry one shoe rather than two, and it can be merchandised easily on the wall,” says Bond. “For consumers, miSOUL is two shoes in one. Thats our business: creating value for customers.”
As part of the miSOUL launch, K-Swiss is investing in vertical print advertising, grassroots initiatives at triathlons and road races, in-store clinics, POS, on-line advertising, and a dedicated micro-site.
“So far, we have shown the product to about 10 percent of our key accounts and they are very enthusiastic,” notes Bond. “The development process took about two years-we started in the summer of 2006 with prototypes, and now there are four provisional patents, plus two others, in the works for this. Its a simple concept, but difficult to execute. It is true, honest, mass customization.”
Looking ahead, Bond says the miSOUL concept will be expanded into lifestyle footwear in 2010, and into training shoes at a date to be determined.
“We realized that for us to restart our brand and compete with the big boys, we had to shock the market,” exclaims Bond. “This felt like it would be the most disruptive development, in a positive way. To own customization is the Holy Grail of this industry. We want to be known as the customized cushioning company.”
