Page 14 - 3DA Mag N° February2018 -EN+

BUSINESS

Brooks Running Company will take advantage of HP’s

Fitstation Platform to manufacture its tailor-made footwear

Brooks Running Company signed a commercial agreement with HP Inc. and Superfeet to
deliver a personalized running footwear.

Leveraging FitStation powered by HP and Brooks Run about the desired running experience. Thereafter, a
Signature, Brooks will introduce the first performance digital profile of the runner composed of the perso-
running shoe created based on an individual’s unique nalized fit, biomechanics and experience is created.
biomechanics which will be available via special
order through select retail partners from June 2018. “FitStation by HP is changing what personalization
means—from the in-store experience to the
Brooks’ focus on running final product. In collaboration with Brooks
and Superfeet, we are delivering truly
Brooks has developed a keen understanding made-to-measure footwear with a lot size
of runner’s specific biomechanics. The footwear of one,” said Ed Ponomarev, general
company aims at providing unique experiences that manager of FitStation and business
improve the run for every individual. Over time, after development HP Inc. “Digitalization
several years of research, the company now has its of biometric data opens an oppor-
Run Signature philosophy. tunity to ultimate individualization
This philosophy relies on the fact that the best way with the speed and cost efficiency
to enhance comfort and improve performance is not of mass production. HP brings
to fix a runner’s “flaws” but to instead create running deep experience in computing,
footwear that works with the runner’s natural motion scanning and technology
path of his or her body. integration at scale to deliver a
revolutionary digital manufac-
The partnership with HP and Superfeet will take this turing plat form, creating
philosophy to another level and deliver the most individualized products that
personalized running footwear. are available to anyone—from
casual runners to elite athletes.”
“Brooks is committed to providing the fit, feel and ride
each runner wants. The ability to give an individual How is Superfeet involved?
a personalized shoe based on his or her unique
biomechanics is a game changer. It is a compelling Superfeet realizes the requi-
offering for the runner who is interested in tip-of-the- rements sent by the FitStation
spear technology and a totally tuned experience,” platform for each shoe on a state-
said Brooks CEO Jim Weber. of-the-art DESMA polyurethane
injection-molding machine. Through
HP’s FitStation platform the 3D foot scans, the system determines
the proper lasts which the shoes are built
Launched in September 2017, HP aims at proposing around, ensuring each shoe is tailored to the
individual shoe, insole recommendations and 3D specific shape of the runner’s foot.
printed insoles via its Fitstation platform. The platform
combines 3D scanning with dynamic gait analysis Then, using a combination of variable PU injection
as well as foot pressure measurements. With regard with direct attach capabilities, the foot pressure
to the platform’s offering, HP is probably the most measurements, movement analysis of the runner’s
appropriate partner to understand Brooks Running’s joints, and their personal experience preferences
vision. are combined to create personalized midsole requi-
rements with multiple tuned zones—all ensuring
How does it work? the runner stays in their preferred motion path and
receives the running experience they desire.
HP captures 3D scans. The 3D scanning enables
to measure the customer’s foot length, width and “Having the leader in running footwear leverage
volumetric data in order to determine the shoes that FitStation and our U.S. manufacturing facilities to create
best fit him. FitStation carries out in-depth analysis the most individualized running shoe on the market is
including key motion zones to identify the unique momentous,” said John Rauvola, president and CEO
motion path of the runner’s body and information of Superfeet. “Not only will it change what people

Magazine / February 2018