HP
Brooks Running Co HP
Brooks Running Company, a performance footwear and sportswear designer, is to develop personalised running footwear with HP’s FitStation platform in partnership with Superfeet.
FitStation powered by HP was introduced back in September, and Superfeet, a company harnessing HP’s MJF 3D printing technology to produce insoles as part of its adoption of FitStation, agreed to pilot it. Now, Brooks will work with both companies and use the FitStation to create running shoes based on the customer’s unique biomechanics. The shoes will be ready to order through select retail partners from June 2018.
HP’s customised footwear solution combines hardware and software to 3D scan the customer’s foot, taking pressure measurements and analysing the person’s gait, identifying the unique motion path of the runner’s body and information about the desired running experience.
Such is the company’s experience in the manufacture of performance footwear, Brooks will primarily use the FitStation to develop customised running shoes. Run Signature is Brooks’ philosophy which articulates that, to give the runner the best experience, they should produce footwear that best suits the runner’s natural motion path, rather than attempt to fix the runner’s ‘flaws’.
As the company takes on HP’s FitStation platform, Brooks is looking forward to putting its philosophy into practice.
“Brooks is committed to providing the fit, feel and ride each runner wants,” said Brooks CEO, Jim Weber. “The ability to give an individual a personalised shoe based on his or her unique biomechanics is a game changer. It is a compelling offering for the runner who is interested in tip-of-the-spear technology and a totally tuned experience. As part of our focus on reinventing performance running, we will continue to push the envelope to bring runner innovations that help them uniquely tailor their run.”
FitStation by HP - Superfeet
The FitStation powered by HP at Superfeet.
“FitStation by HP is changing what personalisation means – from the in-store experience to the final product,” added Ed Ponomarev, general manager of FitStation and business development, HP Inc. “In collaboration with Brooks and Superfeet, we are delivering truly made-to-measure footwear with a lot size of one. Digitalisation of biometric data opens an opportunity to ultimate individualisation with the speed and cost efficiency of mass production.
“HP brings deep experience in computing, scanning and technology integration at scale to deliver a revolutionary digital manufacturing platform, creating individualised products that are available to anyone – from casual runners to elite athletes.”
After the data gathered by the FitStation is analysed, the partners are able to implement specific requirements for each shoe. Superfeet will then proceed to manufacture the shoe on a DESMA polyurethane injection-moulding machine. The 3D foot scans are used to determine the proper lasts in which the shoes are built around, ensuring the product is tailored to the shape of the runner’s foot. Measurements, movement analysis and personal experience preferences are all taken into consideration when the personalised midsoles are produced. The midsoles boast multiple tuned zones to ensure the runner stays in their preferred motion path.
After initially partnering with HP upon the launch of the FitStation product, Superfeet welcomes another reputable industry player to a partnership bidding to establish a proficient customised footwear solution.
“Having the leader in running footwear leverage FitStation and our U.S. manufacturing facilities to create the most individualised running shoe on the market is momentous,” commented John Rauvola, president and CEO of Superfeet. “Not only will it change what people expect from their running experience, it is also an important step in making a positive difference in people’s lives by delivering the best underfoot support possible. This is the beginning of the individualised fit revolution.”
