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PUMA UNVEILS MOBIUM ELITE - ADAPTIVE RUNNING

Pressemelding   •   feb 07, 2013 09:30 CET

Global sportlifestyle brand PUMA launches a new-to-market category of
performance running—Adaptive Running™—with the introduction of the Mobium Elite
shoe.   


PUMA Mobium Elite is a performance trainer that expands and contracts as
the foot moves. Rooted in anatomy and inspired by nature, PUMA Mobium Elite is
the product of two years intense design and development based on how the foot
moves.  Considering that the foot expands
in three directions, longitudinally, laterally and vertically, PUMA’s innovative
footwear adapts with the body in motion, encouraging a more natural and
efficient mid-foot strike.


Louis Joseph, Director Strategy and Innovation discusses the
technological innovation behind PUMA Mobium:  “PUMA’s sport innovations have always focused
on provocative, risk-taking ideas aimed at enhancing the athlete
experience.  In the case of the Mobium
Elite, PUMA has combined performance research with imagination to produce an
entirely new class of running footwear.  Developed
with the vision of creating dynamic products that move with the human body in
motion, the Mobium Elite represents the premier model within PUMA’s new Adaptive
Running collection.  Designed to expand
and contract with the foot’s changing shape during the gait cycle, the Mobium
Elite is a first generation concept built to challenge the conventional
standard of static footwear

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construction.  Incorporating a host
of patent pending technologies, we are excited by the prospects of the Mobium
Elite trainer and believe that Adaptive Running is a breakthrough proposition
with transformational potential.”


PUMA Mobium Elite’s Mobium Band is constructed to enhance the
foot’s natural spring.  Running through
the outsole in a “figure eight” it’s designed to work dynamically like the tendons
in the foot.  The more force applied, the
more spring it returns.


Meanwhile, the ‘Windlass Chassis’ is built to mimic the Windlass
Effect of a foot’s expansion and contraction as it moves. This sculpted arch
creates a platform for the foot in movement, helping the foot transition
through the full running gait. Mobium’s upper and outsole works in unison with
the Windlass Chassis, so that the entire shoe moves the way the foot naturally
does.


With stride efficiency a core value in performance running, PUMA’s
designers took inspiration from the most efficient running machine on the
planet; the cat. Similar to cats paws which compress together during its
propulsion phase and expand during stance phase to provide cushioning, PUMA
Mobium Elite’s ‘Expansion Pods’ on the outsole of the shoe expand and
contract with the foot.  As a result,
PUMA Mobium’s cushioning, protection and flexibility encourages a more efficient
stride and offers runners a smoother transition.


The three-part system of PUMA Mobium Elite’s innovative design encourages
runners to land on their mid-foot, rather than a hard heel strike, which can
mean more efficiency and less “braking action.”  The shoe is the result of two years of
intensive development and testing and sets a new benchmark for performance
running.


“We believe
PUMA Mobium will change the paradigm in the category of performance running,”
said Mary Taylor, Global Head of Footwear for PUMA.  “With patent pending, break-through
technologies that work together as a system, we’ve created a new class of
footwear.  The marketplace is currently
driven by shoes that are static - that do not move with your foot in motion. In
Mobium Elite, we have designed adaptive footwear that actually expands and
contracts with your foot in motion.  At
PUMA, we are driven to look at performance through a different lens, to break
with convention through true innovation. Mobium is the result of this and we
feel strongly it will be a game-changer.”


Beginning February 2013, PUMA Mobium Elite will be available in Men’s and
Women’s styles at select running specialty stores, PUMA Retail, select sporting
good wholesalers worldwide and online at www.shop.puma.com.
 In subsequent seasons, additional
Women’s specific styles will be introduced and the Mobium line will be expanded
further in the Training and Fitness categories. 


For more information, visit www.puma.com/running or
www.puma.com/MOBIUM.

PUMA


PUMA is one of the world’s leading Sportlifestyle companies
that designs and develops footwear, apparel and accessories. It is committed to
working in ways that contribute to the world by supporting Creativity, SAFE
Sustainability and Peace, and by staying true to the principles of being Fair,
Honest, Positive and Creative in decisions made and actions taken. PUMA starts
in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels
include categories such as Football, Running, Motorsports, Golf and Sailing.
Sport Fashion features collaborations with renowned designer labels such as
Alexander McQueen and Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra
Golf and Tretorn. The company, which was founded in 1948, distributes its
products in more than 120 countries, employs about 11,000 people worldwide and
has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For
more information, please visit http://www.puma.com

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