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New Balance running customization in new direction
NEW YORK (AP) - New Balance is taking customization much further than choosing colors or other aesthetic details: The athletic brand is introducing a track-specific running shoe that uses 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step.
Athletes are measured on a sensitive track to gauge the direction their foot travels whether its forward or back,[link widoczny dla zalogowanych], left or right, and how it moves; 100 sensors are placed on an insert inside the shoe to measure pressure at different points; and a motion capture system - like the ones used for video games and movies - adds stride and broader movement into the equation. Based on the biomechanical data,[link widoczny dla zalogowanych], custom spike plates, the part of the shoe that actually connects with the ground,[link widoczny dla zalogowanych], are created.
The new process was first reported by Wired magazine on Wednesday.
Right now, this process is only for New Balance elite, sponsored athletes,[link widoczny dla zalogowanych], but,[link widoczny dla zalogowanych], said Katherine Petrecca,[link widoczny dla zalogowanych], the company's business manager of studio innovation, that will change with time. "The technology is early and our implementation is still really in a very early phase, but you can envision as the technology improves and capacity increases - and cost comes down - the audience who will benefit from customization will just grow and grow and grow. This will get down eventually to the casual athlete."
Some top runners helped in the development: 1500-meter World Champion gold medalist Jenny Barringer Simpson, 2012 US Olympian Kim Conley,[link widoczny dla zalogowanych], 2012 British Olympian Barbara Parker and All-American runner Jack Bolas.
A bonus? The addition of the athlete's signature to the plate as if they were signing an autograph, noted Chris Wawrousek, studio innovation lead designer.
It wasn't singularly demand or technology that drove the development of the technique, said Wawrousek,[link widoczny dla zalogowanych], studio innovation lead designer, it was the idea that the industry is at a watershed moment, thanks to both demand and technology. "It feels like a new industrial revolution in some ways. We're no longer limited by scale to produce a product, and customization can be totally practical," he said.
The athletes themselves were another factor. "It almost never happens that you put an athlete in a shoe, and they don't have some comment about it," Wawrousek added. "In this case, we can have an athlete say,[link widoczny dla zalogowanych], 'This one particular spike is in the wrong place. Open champion Curtis Strange has hit out at Nick Faldo and Johnny Miller for criticizing world number two Rory McIlroy's recent switch of club manufacturers. McIlroy ditched his Titleist equipment at the start of the year but Strange believes the 23-year-old Northern Irishman's slump in form is nothing to do with the change he has made. "I don't think clubs have anything to do with it at all,[link widoczny dla zalogowanych]," the American told Reuters in an interview. "I'll qualify that by saying I'm also a paid endorser of Nike like Rory but beyond that. .
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