So here we are in 2008 as Jean-Luc Diard gets together with Nicolas Mermoud, himself former marketing manager at Salomon who later worked at Rossignol. Both decided to start a joint venture. They believe that innovation has limitless potential in the outdoor sporting goods industry and they fit this opening.
Working on running shoes is their goal and this domain is ripe for significant innovations, especially in view of the fact that minimalist shoes in trail footwear is the rage, but is too much performance-oriented and ignore masses chiefly looking for fun and comfort. They also believe that it’s not the runners’ responsibility to adapt to the terrain, but it’s their shoes that should, quite a paradigm shift!
Still, starting a new shoe brand remains a risky endeavor as the world is just entering one of its worst financial crises. Still both men see a path to spearheading innovation and think that some “over-sized” design evolution as an attention-getter trend. From golf club drivers, to tennis rackets, wide skis or fat bike tires, over-sizing can generate a lot of consumers’ attraction.
As a practicing trail runner, Mermoud knows full well that just like uphill sections, downhill segments on a race can be fraught with danger and injuries of all kinds and no manufacturer appears to address this. This triggers a search for a trail shoe design that could literally fly on the uphill as well as in the downhill part of a course.
Another Salomon alumni, Christophe Aubonnet and Sébastien Mazars designed a shoestring and in just a few months a totally new sole that will be the foundation of the Hoka One One, which means “flying on earth” in Maori. This time the sole is the opposite of minimalism as its bulky look goes in the opposite direction. At the start-up company, all the principals are sure the shoe will be seen as revolutionary and be loved at first sight.
Posts
No comments:
Post a Comment