News

Runners Feel the Road and Hug Every Turn with Brooks PureProject

New Lightweight Footwear Collection from Leading Running Brand Launches Oct. 1, Promotes a Unique Running Experience


Bothell, Wash. – September 30, 2011


Feel the road, activate new muscles, connect to the ground with every stride. Beginning Oct. 1, Brooks Sports, Inc. (www.brooksrunning.com) will give runners an experience like no other with the launch of PureProject. The Brooks PureProject collection fuses lightweight materials with innovative technologies to encourage an aligned stride with every step. Even better: Unlike other shoes in the category, PureProject is ready to run, right out of the box. No training necessary.

"At Brooks we are solely focused on the run. This singular purpose gives us incredible insight into what runners really want, and we know they are interested in a technically-sound, lightweight shoe that allows them to feel more with less," said Jim Weber, Brooks president and CEO. "Each shoe in the PureProject collection gives runners the awakened and connected experience they desire, but with the biomechanics excellence they expect from Brooks."

Runners across the globe are oozing enthusiasm for PureProject. One eager fan tweeted, "Got the tracking number this morning for my new @brooksrunning #PureProject PureConnect #cantwait for delivery 10/3!" Another said, "We are excited that our @brooksrunning #pureproject shoes have shipped! Let’s go FedEx…deliver them early!"

Brooks PureProject provides the mix of technology and experience many runners seek. Each PureProject shoe is equipped with five key IDEAL technologies—IDEAL Heel, Toe Flex, Nav Band, BioMoGo DNA, Anatomical Shape—that proactively promote an individual’s ideal biomechanical alignment as they run through the gait cycle, delivering a more efficient, natural stride.

The PureProject collection consists of four styles ranging in price from $90 to $120:

  • PureConnect - The lightest shoe in the line, PureConnect has an extended Toe Flex for incredible flexibility and a close-to-the-foot fit.
  • PureFlow - For those who are neutral but crave more cushioning, PureFlow has a wide Toe Flex that empowers the big toe and an air mesh upper for breathability.
  • PureCadence - With a Nav Band that locks into the midsole for extra assurance and internal PDRB, which guides the foot through a smooth and stable transition, PureCadence is for runners who need a little extra support.
  • PureGrit - Created with insight from Ultrarunner Scott Jurek, PureGrit is made for the trails with a wide, one-piece outsole for balance and an intuitive lug pattern for optimal traction.

PureProject launch enthusiasm has been ramping up online, driven by a 14-city scavenger hunt and photo contest on Facebook, with runners from Philadelphia to Seattle trekking across their cities to win a pair of the coveted performance running shoes. More than 1.7 million runners have viewed the PureProject promotion on Facebook in the past 30 days, a 30-percent increase from average site traffic. Runners have also submitted more than 450 photos sharing why they should win a pair of PureProject shoes. Submissions include customers jamming competitors’ shoes into blenders, and painting the PureProject logo on toenails, feet, and across driveways.

Brooks PureProject will be available for purchase in more than 35 countries, at more than 700 retail locations in the U.S., and online at brooksrunning.com. To celebrate the launch and build excitement for Brooks PureProject, 40 specialty running retailers from across the country will host launch parties on Oct. 1. These parties will roll out the red carpet for Brooks PureProject on its first day at retail, and include giveaways, food, and Run Happy surprises for visitors.

For more information on the Brooks PureProject collection, visit www.brooksrunning.com/PureProject. For more information about Brooks' other performance running footwear, apparel, and accessories, please visit www.brooksrunning.com.

About Brooks

Brooks Sports, Inc. is a leading running company that designs and markets a line of performance footwear, apparel, and accessories in more than 60 countries worldwide. A subsidiary of Berkshire Hathaway Inc., Brooks was founded in 1914 and is headquartered in Bothell, Wash., near Seattle. The company's mission is to inspire everyone to run and be active by creating innovative gear that keeps them running longer, farther, and faster. Visit www.brooksrunning.com for more information, and follow frequent brand updates on Twitter (@brooksrunning) and Facebook (Brooks Sports).

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