Create Your Own Custom Brooks Running Shoe
On Wednesday, Brooks announced that its customizable running shoe will hit shelves in early 2019 with a limited run of 1,914 pairs. (Brooks was founded in 1914.)
The shoe, called the Genesys, is the result of a partnership between Brooks, HP, and Superfeet. Customization begins with the HP FitStation, which analyzes gait and joint movements as customers run on a treadmill, captures 3-D foot scans, and measures foot pressure via a sensor-equipped mat. FitStations will be located in select retailers, with sales associates performing the scans and asking customers about their preferences. According to Brooks, “The resulting data will be translated into specific fit and feel requirements,” and the shoes assembled in a new factory in Ferndale, Washington, using an injection-molding process.
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