ASICS: 33 By ASICS is brand answer to Minimalist question, release, note by Larry Eder

ASICS GEL-Blurr 33, Men’s version

ASICS’ answer to the minimalist question is the 33 by ASICS, with shoes to be launched in April 2011 (the GEL-Blurr 33) and in June 2011 (the GEL-Rush 33). These shoes are lightweight, low mileage shoes, that are quite frankly, $70 to $85.

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.

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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. Â®) 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 GELÂ® and a SolyteÂ® 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

Author

Larry Eder

Larry Eder has had a 52-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Also does some updates for BBC Sports at key events, which he truly enjoys.

Theme song: Greg Allman, " I'm no Angel."

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