byLarry Eder
Again, as we have said before, the response to the questions about making lighter weight product, to answer the needs of the consumer and questions of the shoe geeks, is different, from brand to brand.
What seems to be happening is a plethora of product, well-made and quite different approaches to answering the mantra of lighter makes better. That seems to be the mantra, even though most of these companies have made lightweight product for years….
ASICS LAUNCHES 33 BY ASICS, A MINIMAL, LIGHTWEIGHT FOOTWEAR COLLECTION
ASICS introduces a lightweight, minimalist running shoe collection that
encourages natural foot movement in its new 33 by ASICSâ„¢ collection.
Inspired by the fact that 33 joints in the foot allow it to move
efficiently, 33 by ASICS styles provide comfort, cushioning and flexibility
during active endeavors or every day use while remaining lightweight. Look
for the first two styles of this exciting new collection, the GEL-Blur33â„¢ to
debut in April 2011 and the Rush33â„¢ available in June 2011, both in select
stores.
“We’re excited to introduce this new collection for the consumer looking for
a lightweight, minimalist style,” says Brice Newton, Running Footwear
Manager. “We have been encouraging natural foot movement with our Impact Guidance System (I.G.S. ®) for years, and this is an opportunity to showcase out latest adaptation with 33 by ASICS.”
ASICS GEL-Rush 33, Men’s version
The GEL-Blur33 is a lightweight every day running shoe that provides
cushioning through Rearfoot GEL® and a Solyte® Midsole, comfort with a
no-sew upper and ComforDryâ„¢ Sockliner, and flexibility with its five flex
grooves, all weighing in at only 9.88 ounces for men (7.85 ounces for
women). The functional and fashionable style will be available in five
vibrant color combinations for men (black/platinum/maui blue, black/
lightning/flame, storm/lightning/neon orange, jet blue/white/ocean,
white/black/royal) and five color options for women (sunshine/lightning/
orange, neon pink/black/white, white/kiwi/apple green, black/lightning/
magenta, titanium/white/ice blue). It will retail for $85.
ASICS GEL-Blurr 33, Women’s version
The Rush33 is a low mileage running shoe that has an EVA Midsole and soft
no-sew upper materials to provide a great natural fit. The platform provides excellent cushioning and flexibility at a weight of only 9.63 ounces for men (7.83 ounces for women). The Rush33 will be available in five eye-catching colors for men (navy/white/apple green, black/white/red,
white/black/brilliant blue, titanium/white/lime, classic green/flash
yellow/white) and five colors for women (white/wineberry /turquoise,
navy/grapemist/white, titanium/white/neon pink, black/white/ turquoise,
bright orange/fuschia/white). Easily transitional from sport to lifestyle,
the Rush33 will retail for just $70
