If you鈥檝e shopped for ski boots before, you know the process can be very trial-and-error. This boot has too much room in the ankle. That boot is too tight in the instep. You demo the top contenders until you finally land on that elusive perfect fit, only to find yourself fumbling with clunky buckles that leave you with a slightly too tight or slightly too loose fit the moment one factor changes (think: weather, body temperature, or which ski socks were clean that morning).聽

Salomon, a brand that鈥檚 been revolutionizing ski boots since 1979, has a solution. Meet the and the . Yes, Salomon leveled up its bestselling for a meticulous fit every time, no matter the conditions.聽

BOA, but Make It Ski Boots

You鈥檝e probably seen the BOA Fit system utilized in the design of other footwear like running shoes and snowboard boots. If you鈥檙e wondering how the same technology can hold up to the demands of downhill skiing you鈥檙e not alone. Rest assured. Salomon worked with BOA and some of the best boot fitters around the world to develop a ski-boot-specific BOA Fit system that鈥檚 sturdy enough to use when charging down resort runs.

鈥淥nce [BOA Fit] was ready for the forces of alpine skiing, we took the platform and ran with it to develop an entirely new way of closing a boot around a skier鈥檚 foot,鈥� says Chris McKearin, the senior manager of alpine category and winter sports marketing at Salomon.

What鈥檚 so special about BOA? The BOA Fit system replaces the lower ski boot buckles on Salomon鈥檚 Supra BOA line. Unlike traditional buckles that compress the top of your foot when tightened, the BOA system wraps around your foot, evenly distributing pressure and adjusting the fit across the entire instep of the boot. The patented BOA dial allows you to micro-adjust the fit exactly to your liking easily at any time. No more removing your gloves to fiddle with buckles between runs.聽

The BOA Fit dial adjustment system allows for the tiniest of micro-adjustments so you can get your perfect fit. 鈥淧ressure points are all but eliminated,鈥� McKearin says. 鈥淭ension is uniform, which gives the skier better control of their skis without sacrificing comfort.鈥�

More Reasons to Love the Supra

BOA Fit technology isn鈥檛 the only new feature in the Supra line this season. The Salomon product team redesigned the ExoWrap Construction (shell and liner of the boot in Salomon speak) to work in perfect harmony with the BOA system. ExoWrap 4D liners utilize an elastic belt around the forefoot, and layering of latex foams to create a stable, snug foothold for precise steering in any conditions. The boot鈥檚 Power Spine metal plate links the cuff and the shell and provides strong back support, progressive rebound out of the turn, and powerful forward flex.

When it comes to customization, the S/Pro Supra BOA 120 and S/Pro Supra BOA 105 W are a bootfitter鈥檚 dream. Just about every part of the design can be adjusted:

• The Custom Shell HD lets bootfitters personalize the lower shell or cuff in 10 minutes.
• The tongue can be fully dismantled and customized.聽
• The buckles, toothplate, strap and oversized pivot are screwable, so dismantling the boot is easy. Bootfitters can access every part of the boot when working on it.聽

鈥淥ur approach [adding in the BOA Fit system] was no different than any other boot development project,鈥� McKieran says. 鈥淏ootfitter validation is a huge part of our approach for any concept.鈥� Like every Salomon boot, every part of this boot has been intentionally and thoughtfully designed.

All that, coupled with the addition of the BOA Fit system, means the sky is truly the limit in terms of making the ultimate choice when it comes to dialing the perfect fit in a ski boot.

Learn more about .

Born in Annecy, French Alps in 1947, creates premium footwear, apparel, gear, and winter sports equipment that is superior in function, radical in design and obsessive in style. At the Annecy Design Center, engineers, designers and athletes collaborate to write the future of sports by creating products that transform outside sports experiences and enable a deeper connection with nature, allowing people to unleash the best version of themselves so that they might positively impact the world. Shop at .

The post Salomon鈥檚 Bestselling Ski Boot Goes BOA appeared first on 国产吃瓜黑料 Online.

Good ski boots will make you forget you鈥檙e wearing them, but great boots will do that and help you drive your skis with precision. For that kind of greatness, you need a technologically advanced fit combined with high-performance design. And since no two feet are the same, a perfect fit almost always means a custom fit.

That鈥檚 why the team at worked alongside expert boot fitters to design a boot whose every major part鈥攖he shell, the liner, the tongue, and the spine鈥攃an be completely customized. Enter the brand-new Salomon S/Pro Alpha ski-boot line, which just might be the most customizable ski boots on the market. The unisex and women鈥檚 are hard-charging boots designed for all-mountain skiers looking for high performance in a powerful and lightweight package that fits like it was made just for them.

Here鈥檚 how it works.

The design

The S/Pro Alpha 130 EL is a unisex 130-flex boot (catering to the most advanced skiers looking for maximum stiffness) that comes in sizes 22.5 to 30.5鈥攁 range not historically seen in top-end ski boots and a huge step forward in accommodating small feet (a 22.5 is women鈥檚 size 5 street shoe). The 98-millimeter last鈥攎easured at the boot鈥檚 widest point鈥攐ffers a precise fit that accommodates a narrow to normal foot, and a boot fitter can mold it to be up to 104 millimeters in the forefoot. Salomon designers knew that in order to give the S/Pro Alpha maximum customization, they鈥檇 need to innovate every part of the boot: shell, liner, last, tongue, and hardware.

鈥淓L鈥� stands for 鈥淓xpert Line鈥� and means the boot is packed with Salomon鈥檚 brand-new tech and its full suite of customization options. To dial in the fit, the tongue can be easily removed from the liner and all of the hardware on the boot (buckles, tooth plate, strap, oversize pivot) can come off. The women-specific model, the Alpha 110 W EL, has all the same features in 110 flex, a size run of 22 to 27.5, plus an adjustable upper cuff and a tulip-shaped liner to accommodate lower calves.

The perfect shell fit

Every ski boot has a shell, but not every ski boot has a fully heat moldable shell. With Custom Shell HD, the S/Pro Alpha鈥檚 shell material, a boot fitter can create a personalized fit quickly. 鈥淗ard-to-fit skiers have become easier to fit because the Custom Shell HD material holds its shape better than many other materials I鈥檝e worked with. We can heat up the hard outer shell and inner liner to the exact shape of your foot,鈥� says Randy Elles, a second-generation boot fitter at First Stop Board Barn in Killington, Vermont, with 20 years of experience. 鈥淲hen a boot fitter properly heats the shell, the boot can expand up to six millimeters without having to use any additional tools.鈥� Elles says the shell material is the easiest outer shell material on the market to customize.

The feature that Chris McKearin, Salomon鈥檚 alpine commercial manager, is most excited about is the 3D Instep Shell. 鈥淭he Alpha design team鈥檚 priority was to address the common pain point and hardest-to-address fit issue: the instep,鈥� says McKearin. 鈥淭he Alpha鈥檚 3D Instep Shell facilitates less instep pain and better circulation in the foot.鈥�

The 3D Instep Shell employs a combination of features to offer a better experience and fit. The shell鈥檚 thinner plastic, combined with an upper buckle placed at the forefoot at 45 degrees, makes the boot easier to put on and take off, which aids the boot-fitting process. The buckle positioning helps keep your heel in place to prevent forward motion. A good heel hold helps a skier maintain control and precision, which can improve performance. The strategic positioning of the second lower shell buckle puts less pressure on the top of the foot鈥攁n area that often suffers pinching or numbness.

The custom tongue and liner

Both the liner and the tongue are fully customizable on the Alphas. The My Custom Fit 4D Liner is heat moldable to your foot. The tongue of the boot can be adjusted by up to eight millimeters鈥攁 huge amount in ski-boot adjustments. This helps accommodate feet with high insteps. The tongue is removable and can be separated from the plastic so a boot fitter can drill down on every last detail.

And you can forget taking your boots off during lunch at the lodge because your feet need a break. Brit Barnes, who worked at Big Sky Resort for 20 years and is a longtime boot tester for Salomon, texted Joe Johnson (the alpine-marketing manager at Salomon) the first day he tested the boots: it was 10:30 P.M. at the local bar and he still had the boots on鈥攈e hadn鈥檛 needed to race home to take them off. The fit was that good.

It makes boot fitter Elles鈥檚 job鈥攝eroing in on precision-fit details for each unique foot鈥攎uch easier. 鈥淲hile boot fitting can be complicated for some skiers, the features found in the S/Pro Alpha set boot fitters up for a high success rate,鈥� he says. 鈥淒id I mention these boots will make you feel like you have more control over any ski you try?鈥�

With a great-fitting boot, you can shift your focus to what matters: skiing.

Born in Annecy, in the French Alps, in 1947, creates premium footwear, apparel, gear, and winter-sports equipment that are superior in function, radical in design, and obsessive in style. At the Annecy Design Center, engineers, designers, and athletes collaborate to write the future of sports by creating products that transform outside-sports experiences and enable a deeper connection with nature, allowing people to unleash the best versions of themselves so that they might positively impact the world.

The post Dial in the Elusive Perfect Ski Boot Fit appeared first on 国产吃瓜黑料 Online.

After a quarter-century with Amer Sports鈥攎ore than half of his storied 45-year career in the snowsports industry鈥擬ike Adams will step down at the end of 2021, the company has announced.

Adams, who joined Amer in 1996, will retire from his position as vice president of winter sports equipment for Salomon and general manager for Atomic on December 31. He will serve as senior adviser through June 2022.

鈥淭he consummate professional, Mike leaves an undeniable legacy and reputation for Amer Sports, our brands, and himself within the winter sports and outdoor industry,鈥� said Jordan Judd, Salomon North America president and general manager. 鈥淎lthough he will be truly missed, we are excited for Mike and for the next chapter of his life. As he plans for his transition, we are grateful for his leadership in establishing incredible momentum and market strength for both Salomon and Atomic.鈥�

Adams鈥� career with Amer dates back to July 1996 when he joined Salomon in Georgetown, Massachusetts as senior VP of hardgoods. He went on to hold myriad leadership roles with both Salomon and Atomic. Adams has led the winter sports equipment portfolio for the last decade, boosting sales and market share for the brands in North America.

As senior adviser, Adams will support 鈥渂oth the Atomic and Salomon brands on day-to-day transitional topics as well as some key strategic projects.鈥� Amer said the brands will announce their respective succession plans in the coming weeks.

鈥淭his past year I have reached some important milestones in my personal and professional life,鈥� Adams said. 鈥淎mong the most meaningful has been the celebration of 25 years working for Amer Sports and the Amer brands, Salomon and Atomic. In that time, I have had incredible opportunities and experiences both in North America and abroad. I have worked with iconic brands and most importantly worked with amazing people. In the last two years, we have put Salomon and Atomic on solid footing to continue as the worldwide leaders in winter sports equipment. Now I will be taking the next steps in my journey. I am looking forward to finishing off a strong 2021 performance as well as entering this next phase.鈥�

Amer Sports, a subsidiary of the Chinese giant Anta Sports Ltd., is also the parent company of such outdoor brands as Arc鈥檛eryx, Armada, Suunto, and Peak Performance. Amer is based in Helsinki, Finland, with North American headquarters in Ogden, Utah.

The post Mike Adams, Longtime Executive at Salomon and Atomic, to Step Down appeared first on 国产吃瓜黑料 Online.

Outdoor footwear innovation continues to accelerate at a steady pace, and nowhere is that more evident than in the category鈥檚 sustainability practices.

Several brands have introduced, or will soon introduce, shoes that are recycled from other shoes or upcycled from other products, and others are debuting biodegradable shoes.

To find out what innovations are happening in the category, we checked in with several outdoor footwear makers about the material and design advancements they plan to debut either this year or next. The brands listed below are just a sampling of industry players that will be exhibiting their innovations at this summer鈥檚 trade shows, but they’re illustrative nonetheless of exciting happenings in footwear innovation across the outdoor space.

One thing seems clear: as consumers continue to demand greener products, brands are answering the call.

Hoka One One: Anacapa

Hoka鈥檚 all-new hiker set to hit shelves July 1, the Anacapa, will be available in mid- and low-cut silhouettes. The Anacapa, along with several of Hoka鈥檚 other hiking shoes, features more recycled materials in its upper construction, including Gore-Tex fabric with a leaf bootie, which is designed with 45 percent recycled content by weight. The Anacapa 鈥渦tilizes several recycled materials and marks a step forward in our effort to bring more sustainable practices to our manufacturing and business,鈥� Colin Ingram, director of product at Hoka One One, said.

鈥淎t Hoka, we’ve been making an increased effort to be aware of the impact our manufacturing process has on the planet, as well as to take concrete steps to mitigate that impact,鈥� Ingram added. 鈥淥f course, we are not the only brand trying to improve our stewardship of the environment. Consumers are demanding that brands act responsibly, and there is increasing recognition in the industry of the urgency with which we need to act to conserve and protect our home. I don鈥檛 think this trend is going away鈥攏or should it鈥攁nd you will see brands increasingly assessing where and how their shoes are made and taking steps to reduce waste and mitigate our effect on the climate.鈥�

Keen: Howser Harvest/Elsa Harvest collections

Keen has taken big strides in its sustainability efforts, even going so far as to publicly challenge other footwear brands to go PFC-free. The company is upping its sustainability game this year and next with two collections鈥攕et for release between November ’21 and April ’22鈥攖hat include shoes made from old car seat leather and coffee grounds. Keen鈥檚 Howser Harvest, Howser Harvest sandal, and Elsa Harvest collections will include these materials, part of the company鈥檚 鈥�detox journey鈥� that it鈥檚 been pursuing for the last seven years.

鈥淭his detox journey started around 2014 with the belief that we need to do more,鈥� said Erik Burbank, VP of the Keen Effect, the company’s corporate social responsibility (CSR) program. 鈥淲e wanted to focus on taking the toxins out of our supply chain. We鈥檙e all about experiencing the outdoors and the mental and health benefits of being outside. The idea of our products causing human and planetary harm was contrary to our core beliefs. We dug into this issue, and what we found was that those PFCs were being applied on everything, so we started along this journey.鈥�

Mammut: Aegility Pro

Though Mammut won鈥檛 launch the Aegility Pro until spring 2022, the brand is excited about the product, which 鈥渄rastically minimizes the number of parts and steps used through a revolutionary design, thus reducing the carbon footprint,鈥� said Christoph H眉hnerbein, Mammut鈥檚 head of product management footwear. Images and details of the product are under embargo until Mammut鈥檚 global sales meeting in May.

鈥淭o describe this is not easy,鈥� H眉hnerbein said. 鈥淵ou have to see the shoes and the concept, and most importantly, try them on. We strongly believe in taking a step towards more sustainable footwear with this patented design. Above all, sustainability through innovation without compromising functionality is an important guiding principle.鈥�

Salomon: Index.01

Salomon鈥檚 newest offering, the Index.01, which hit shelves last week, is a recyclable, performance-oriented road running shoe. The brand says the shoe is 鈥渢he result of three years of research and development at Salomon鈥檚 Annecy Design Center in the French Alps, developed to reduce material waste and lessen the environmental impact of footwear by using circular lifecycle principles. The Index.01 is the latest project from Salomon鈥檚 Play Minded Program, the brand鈥檚 ongoing sustainability initiative.鈥�

Becky Marcelliano, outdoor marketing manager for Salomon North America, said 鈥淪alomon鈥檚 Index.01, officially launching in North America on 4/22, demonstrates the value and capabilities of circular economy principles. Salomon will continue innovating with this focus.鈥�

Marcelliano said Salomon鈥檚 new factory in Annecy, France, is a game-changer for the brand鈥檚 sustainability and circular lifecycle ambitions, as the new facility will provide 鈥渓ocalization, reduced transportation lines to our European markets, and better control of the process.鈥�

Scarpa: Mojito Bio

The Italian footwear brand Scarpa鈥檚 big push this year is B Corp certification. One example of this pursuit in action is the May ’21 launch of the Mojito Bio, made with a “sugarcane-based EVA midsole that provides cushioning and is 100 percent biodegradable,” as well as the incorporation of an “innovative new biodegradable natural rubber,” which the company says is the first of its kind on the market.

The shoe鈥檚 upper is constructed with Bio Knit Fabric, a breathable material made from bamboo-derived fibers. The Bio鈥檚 lining and laces are also bamboo-based. Scarpa says all other components have a vegetable base and construction uses water-based, non-polluting adhesives. The shoe comes with recycled packaging, too.

鈥淭his project was driven by Scarpa鈥檚 desire to not have its shoes last for decades or hundreds of years in landfills, as is the case with conventional footwear today,鈥� the company said. 鈥淲ith Americans throwing away more than 300 million pairs of shoes a year, the compounding concern is obvious. Scarpa chose to pioneer this effort with its Mojito, which is its highest-volume selling shoe as a company. It plans to integrate these biodegradable materials technologies into more of its footwear in years to come. This effort also ties in a larger direction for Scarpa as a company to be more sustainably minded.鈥�

The post A Glimpse into the Future of Outdoor Footwear Innovation appeared first on 国产吃瓜黑料 Online.

As of October 2020, Instagram registered over a billion unique monthly users. If a picture truly is worth a thousand words, then a wide-reaching Instagram account is鈥攚ell, it鈥檚 valuable. But how can outdoor companies make the most of an audience waiting on the other end of a screen?

We examined and chatted with some of the biggest outdoor brands on the photo-sharing platform to find out what works for them.

GoPro (@gopro)

Follower count: 17.7 million

Date joined: March 22, 2012

Total posts: 6,120

Account Overview

When it comes to outdoor brands on Instagram, GoPro easily leads the pack. Almost four times more users follow GoPro than other brands like The North Face and Patagonia. The company keeps its users engaged, too鈥攙ideos on GoPro鈥檚 page regularly notch hundreds of thousands of views, and photos generally amass close to one hundred thousand likes, outperforming brands with similar follower counts like Starbucks and Calvin Klein. GoPro generally posts on the account twice a day, with posts spaced apart by several hours.

Useful Strategies

There鈥檚 one thing you won鈥檛 see on GoPro鈥檚 Instagram: Any of the company鈥檚 products. Rather than focusing on the cameras themselves, the page highlights what鈥檚 in front of them, posting everything from skiing backflips to scuba dives to airplane stunts. GoPro saves the flashy product photos for its website, but on Instagram, the brand sells experiences鈥攅xperiences their cameras can document.

The North Face (@thenorthface)

Follower count: 4.8 million

Date joined: February 14, 2011

Total posts: 427

Account Overview

The majority of The North Face鈥檚 Instagram posts can be broken into two categories: product-focused and athlete-focused. The brand鈥檚 product-focused posts look like a classic advertisement: The product and TNF logo are front and center. Captions for these posts tell users what the product is, how it works, and where they can get one. Athlete-focused posts feature partnered athletes in action, and don鈥檛 stress as much about brand recognition鈥攊n most of these posts, it鈥檚 tough to tell whether the athlete is even wearing TNF gear. The account posts three to four times a week, and mixes up video and photo content.

Useful Strategies

Senior director of digital brand management Zeena Koda says the alternation between product advertisement and 鈥渂rand content鈥濃�攁thletes, outdoor images, and storytelling鈥攊s intentional. In fact, while it鈥檚 not an exact science, Koda has a rough benchmark for the breakdown.

鈥淚 think a 60-40 balance is healthy, but it鈥檚 never that clear-cut,鈥� Koda said. Her goal is to feature 鈥渂rand content鈥� in about 60 percent of TNF鈥檚 posts, while the other 40 percent highlights specific TNF products.

Patagonia (@patagonia)

Follower count: 4.6 million

Date joined: May 17, 2012

Total posts: 2,757

Account Overview

Like TNF, Patagonia posts content three to four times per week. The page is extremely photo-heavy, and video content generally involves some sort of call to action. Patagonia also posts a significant number of call-to-action graphics highlighting the climate crisis and environmental justice.

Useful Strategies

Patagonia鈥檚 Instagram bio simply reads, 鈥淲e鈥檙e in business to save our home planet.鈥� The philosophy is evident in the brand鈥檚 posts, which tend to focus on sweeping natural landscapes. If humans are in Patagonia鈥檚 posts, they鈥檙e often small or far away, framing the outdoors as a space commanding awe, wonder, and respect. True product advertisements are rare on Patagonia鈥檚 Instagram鈥攅ven Patagonia鈥檚 well-known logo barely makes an appearance on the page.

Timberland (@timberland)

Follower count: 3 million

Date joined: June 23, 2011

Total posts: 3,671

Account Overview

There may not be a more direct opposite to Patagonia鈥檚 Instagram page than Timberland鈥檚. Timberland鈥檚 Instagram is about one thing: boots. Boots on models, boots floating in mid-air, boots in boxes. Name a way to display a Timberland boot and it鈥檚 probably on the company鈥檚 Instagram. Posts come like clockwork鈥攅xactly one post a day, usually hitting the profile by mid-morning.

Useful Strategies

鈥淲e want people to arrive at our social media pages and see what they love [our products], but also learn about what we stand for,鈥� senior director of marketing Mike Isabella said in a statement.

Timberland does feature a number of social-justice-focused graphics on its page, but products drive the majority of the brand鈥檚 content. It鈥檚 a strategy that seems to work, in terms of engagement. When the boots take up nearly the entire frame, posts regularly hit tens of thousands of likes, and posts that feature models鈥� full bodies or otherwise draw away from the boots generally struggle to crack ten thousand likes.

Tentree (@tentree)

Follower count: 2.4 million

Date joined: March 30, 2012

Total posts: 568

Account Overview

The eco-focused apparel brand has a unique distinction as the only company on this list younger than Instagram. Like The North Face, tentree uses Instagram partially as an advertising venue鈥攖he page displays models wearing products from sweatpants to face masks. The rest of the account鈥檚 posts feature landscape shots and deforestation-awareness graphics similar to TNF鈥檚 鈥榖rand content.鈥�

Useful Strategies

In terms of engagement, tentree鈥檚 nature-focused content significantly outperforms product advertisement on the page. Posts like this one depicting a glass-walled forest bedroom amass likes in the tens of thousands, while product-focused posts usually top out at several thousand.

REI (@rei)

Follower count: 2.3 million

Date joined: July 30, 2012

Total posts: 4,791

Account Overview

REI鈥檚 Instagram feed is all about people in the outdoors. This may not seem revolutionary for one of the country鈥檚 largest outdoor retailers, but as other brands have opted for product-focused posts or landscape photos without people, most of REI鈥檚 posts bring humans and natural spaces together. These posts generally perform well, usually reaching five-digit like counts. REI鈥檚 less frequent, landscape-only posts perform similarly, while the account鈥檚 few product advertisement posts hover around five thousand likes.

Useful Strategies

There鈥檚 a not-so-secret weapon at play in boosting engagement on certain REI posts. Every so often, REI will caption a photo with a question, like 鈥淲hy do you hike?鈥� or 鈥淲hat are some of your silver linings from 2020?鈥� Posts with a simple question in the caption drive hundreds of people to the comments section; by comparison, most other posts see between 30 and 50 comments. Questions boost likes, too鈥攑osts captioned with questions generally rack up thousands more likes than similar posts without questions.

Oakley (@oakley)

Follower count: 2.2 million

Date joined: January 19, 2012

Total posts: 184

Account Overview

Like Timberland, Oakley鈥檚 Instagram page is dominated by product-focused posts. Goggles and sunglasses are always the focal point, and while accounts like Patagonia and TNF place their products against a natural backdrop, Oakley鈥檚 posts are mainly close-up facial profiles. The eyewear brand is one of the least prolific posters on this list, uploading content at most three times a week.

Useful Strategies

Rather than models, Oakley leans heavily on the allure of professional athletes wearing its products to boost engagement鈥攁thletes like cricketer Rohit Sharma, the focus of three posts that each cracked one million likes. It certainly helps that Oakley is partnered with the NFL, and superstar players like Patrick Mahomes and Lamar Jackson are featured prominently on the page. NFL-related posts often rack up hundreds of thousands of likes, a massive engagement number for an account with just over two million followers. Non-NFL athletes help engagement numbers, too: Snowboarder Jamie Anderson and other snowsports pros appear in several well-performing posts.

YETI (@yeti)

Follower count: 1.5 million

Date joined: July 20, 2012

Total posts: 2,413

Account Overview

Like many of the outdoor apparel and gear brands on this list, YETI鈥檚 Instagram posts focus on its products in use. In terms of engagement, most of YETI鈥檚 posts perform similarly, hovering around six to nine thousand likes. The account doesn鈥檛 flood the timeline with posts, sending an image or video out roughly once a day.

Useful Strategies

When it comes to product advertisement, YETI鈥檚 posts are reminiscent of product placement in a movie or TV show. Posts don鈥檛 advertise a specific product like The North Face鈥檚 do; instead, most posts focus on a larger scene鈥攁n ice fishing trip, a duck hunt, a day at the beach鈥攚ith a YETI product included and prominently displayed. The YETI logo catches the eye in almost every post, but rather than advertise a specific cooler, say, posts advertise YETI as a brand.

Salomon (@salomon)

Follower count: 933k

Date joined: July 24, 2013

Total posts: 2,270

Account Overview

Salomon鈥檚 Instagram focuses heavily on the company鈥檚 two best-known product lines: skis and running shoes. The page is image-heavy, generally using video content to profile featured athletes. Likes are generally consistent between five and ten thousand, and the account generally posts once per day.

Useful Strategies

Salomon鈥檚 page is one of the most product-focused on this list鈥攚hether on ski tips, shoe tongues, or bindings, the Salomon logo is visible in nearly every post. Most products are identified in the caption for consumers to find them easily, and almost all are depicted in action.

Arc鈥檛eryx (@arcteryx)

Follower count: 932k

Date joined: February 7, 2012

Total posts: 2,801

Account Overview

Arc鈥檛eryx, similar to brands like TNF and tentree, posts a mix of product advertisement and athlete-driven content. Engagement patterns for Arc鈥檛eryx鈥檚 content are opposite these other brands, though鈥擜rc鈥檛eryx鈥檚 product advertisement posts generally outperform landscape shots and athlete profiles by a few thousand likes or more. The account posts about once a day, and generally alternates posts between its content categories.

Useful Strategies

Like many of the brands on this list, Arc鈥檛eryx runs secondary, geographically-localized Instagram accounts alongside its main account, which director of brand experience Jurgen Watts credits with expanding the brand鈥檚 social media reach.

鈥淥ur strategy as a company is to develop鈥� localized Instagram channels for our communities,鈥� Watts said. 鈥淚f you live in the Bay Area, we want to make sure that there鈥檚 a Bay Area feed that is very localized.鈥�

Compared to Arc鈥檛eryx鈥檚 main Instagram channel, these localized accounts have significantly lower follower counts鈥攇enerally not more than a few thousand followers. Some posts from Arc鈥檛eryx鈥檚 main feed will show up in these smaller channels, but posts also feature athletes wearing Arc鈥檛eryx gear in recognizable local spots.

The post The Strategies Behind the Outdoor Industry鈥檚 Biggest Instagram Accounts appeared first on 国产吃瓜黑料 Online.

Gaze around at contests such as the GoPro Mountain Games and Red Bull Rampage, and you might think that only men play sports鈥攐n a professional level, anyway. Women鈥檚 sport sponsorship lags well behind men鈥檚, and although comparative data is scarce, the one nation that did study the gap (the United Kingdom) found that women鈥檚 financial support amounts to just 0.4 percent of the total. The study didn鈥檛 analyze race, but athletes of color may find sponsorship even harder to secure. And yes, that 0.4 percent figure was tallied within this decade, not last century (as the inequity might suggest).

Some blame women鈥檚 lagging financial support on sports brands and leagues, highlighted by last summer鈥檚 controversy over soccer payouts: the U.S. women鈥檚 national team sued the United States Soccer Federation, claiming that the men鈥檚 team earned more money despite the women鈥檚 stronger performance (with four World cup wins).

Yet in some cases, female pros earn less because they ask for less. That鈥檚 what pro paddler Emily Jackson has seen at Jackson Kayak, where she鈥檚 spent the past ten years managing the company鈥檚 sponsorship applications. 鈥淭he girls never ask for even half of what the guys do, even if they鈥檙e ten times more valuable,鈥� Jackson said. 鈥淢aybe women aren鈥檛 as confident in their ability to deliver, or maybe they鈥檙e afraid to offend people by asking for too much. Or maybe women are afraid to hear, 鈥楴o, you鈥檙e not worth that,鈥欌�� Jackson speculated.

Men, meanwhile, seem to have no qualms about shooting for the moon when they seek sponsorship deals鈥攁s Jackson has observed through her job and even within her own family (her brother, Dane Jackson, and husband, Nick Troutman, are both pro paddlers). 鈥淭hey know their worth, so they ask for that,鈥� Jackson said. 鈥淢y husband gets a lot of no鈥檚, but he doesn鈥檛 care. It鈥檚 worth it to him to ask. And that approach has worked really well, because he has a great sponsorship platform,鈥� she explained.

In business, as the saying goes, you don鈥檛 get what you deserve: you get what you negotiate. So when brands receive a lowball sponsorship request, said Jackson, they celebrate鈥攁nd rarely offer more. 鈥淏rands are trying to do the most they can with the budgets they have, so they鈥檙e not going to say, 鈥榃e think you鈥檙e worth more than that.鈥欌��

Sponsoring Women Benefits Brands

When female pros do ask for equal sponsorship payout, brands must be ready to deliver鈥攁nd that hasn鈥檛 always been the case, said Holly Rush, CEO of Costa Sunglasses, which Rush says has 鈥渉istorically, been a very male-focused performance eyewear brand.鈥� When she joined the company in 2016, 75 percent of Costa鈥檚 sales were to men. To broaden its appeal and grow overall revenue, Costa developed new, more feminine frames while also investing in female pro anglers (100 of them, currently). It funded an all-women team that competed in the prestigious Los Sue帽os Billfish Tournament, and produced a film called Slam that chronicled female pros鈥� quest to land three elusive species in one day.

Now, just three years later, women represent the fastest-growing segment of Costa鈥檚 business and account for nearly 40 percent of its sales. In fact, the 鈥淲aterwoman鈥� style that Costa released in January 2019 has become the company鈥檚 number one SKU by a margin of four to one.

鈥淵ou鈥檝e got to bring product to market that really resonates,鈥� said Rush. 鈥淏ut the consumer also has to see women representing the company, and those women have to be as approachable as they are aspirational, because consumers make choices based on the images that reflect who they are,鈥� she said.

Salomon has seen similar trends with its snow sports and trail running lines. 鈥淐onsumers relate to people that are relevant to them,鈥� said Becky Marcelliano, outdoor marketing manager for Salomon North America. Thus, Salomon has long pursued a balanced roster of male and female pros, including Nordic skier Jessie Diggins and trail runner Emelie Forsberg. Their exploits attract both existing and potential consumers, and they entice audiences to pay attention to the brand between product launches.

鈥淲e want consumers to keep Salomon top of mind as they consider purchases, and athletes are a big part of that,鈥� said Marcelliano, who points to the success of the 鈥淎ny Path. Your Way鈥� video that Salomon produced to support its May 2019 women鈥檚 campaign. The clip garnered 3.4 million views (compared to a more typical 700,000) and corresponds to impressive sales of Salomon鈥檚 new OUTline shoes: Ssome key retailers are reporting that women鈥檚 versions are outselling men鈥檚, which is 鈥渘ot normally the trend,鈥� said Marcelliano.

Sponsorship Is About More than Just Marketing

Social media audiences represent a quantifiable way to gauge athletes鈥� appeal, but it鈥檚 not the only metric of their value, said Tyler Willcutt, athlete manager for Black Diamond (which sponsored Lynn Hill when there were virtually no female pro climbers, and now maintains a balanced team of male and female athletes across climbing, skiing, and mountain running). 鈥淎 lot of our athletes also go to events, where they teach clinics and interact with consumers in person,鈥� Willcutt explained.

Black Diamond also invites its sponsored pros to contribute to product design: runner Hillary Gerardi, for example, is guiding the development of a forthcoming hydration vest that鈥檚 built specifically for women. 鈥淎 man is not going to design a women鈥檚 pack the way a woman could,鈥� said Willcutt. 鈥淎nd when Hillary invests in a product like this vest, other people can see that she loves it, and that鈥檚 authentic. It鈥檚 not a marketing setup,鈥� Willcutt explained. Without women on Black Diamond鈥檚 sponsorship roster, its women鈥檚 product would suffer鈥攁nd female consumers would be justified in looking elsewhere.

But as brands increasingly appreciate (and fund) female pros, those athletes must also recognize their value by asking for what they鈥檙e truly worth. Companies may say no, but they鈥檙e ever more likely to say yes鈥攅specially if they鈥檙e savvy about courting female consumers. After all, women do play sports, and they deserve a platform鈥攏ot just at regional comps and women鈥檚 clinics, but in the world鈥檚 biggest showdowns.

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One of the outdoor industry’s bright stars, Sam Coffey, died unexpectedly on Monday after suffering a series of strokes last week. He was 29.

The Aspen Times reported鈥攁nd confirmed through Olympic ski racer and Coffey’s longtime friend Wiley Maple鈥攖hat the skier suffered a stroke while in Mexico on a surfing vacation. Maple told the Times that Coffey woke up one morning with a headache, took a nap later in the day, and then collapsed. He was rushed to the hospital, where he died after experiencing additional strokes.

Coffey had an unmatched energy that drove people to his side in hordes, all of whom he welcomed with open arms and a big smile. Everyone who knew him loved him, and everyone who didn鈥檛 know him wished they did. His death has rocked an entire community.

鈥淪imply put, Sam Coffey was undeniably magnetic,鈥� said Zach Berman, director of strategic partnerships at Storm Mountain Media.

The Man, the Myth, the Skier

Coffey started his career in the outdoor industry at Backbone Media in Carbondale, Colorado, in 2014 before he was hired by Brian Holcombe to work at sister agency, rygr, as its second employee. He was an account manager for clients such as Arcade Belts, Salomon, and Strafe. 鈥淲e had what felt like the perfect opening for him to work on three brands that spoke to the core of Sam Coffey,鈥� Holcombe said. 鈥淗e was the user group, he was the brand fan, and he was the perfect fit.鈥�

Growing up in Aspen, it was no surprise that he was a proficient skier. He skied as a member of the Aspen Valley Ski and Snowboard Club鈥檚 alpine ski racing program and even co-founded a local ski group, The Freaks. He went on to ski for the University of New Hampshire, where was twice named an NCAA All-American.

鈥淚鈥檝e never skied with someone who has found speed so naturally as Sam,鈥� Holcombe said. 鈥淭he power and grace and fluidity and freedom that he brought to the mountain was unlike anything I鈥檝e seen before or since. He was the perfect embodiment of skiing.”

Backbone and rygr have a 鈥減owder day policy,鈥� in which once a week you could get outside until 1 P.M.鈥攁s long as the work was made up. Coffey took full advantage of the perk. 鈥淪kiing on powder days [with him] was a magical experience because he knew the hill so well,” Holcombe said. 鈥淗e knew the perfect progression of how ski patrol opens the hill. He knew exactly where to be and when to seamlessly explore the whole mountain and get fresh tracks wherever he went. That was his home.鈥�

Coffey left rygr in April 2018, a few months after his father, Joe Coffey, died at age 64 after a ten-year battle with cancer. Holcombe said Coffey needed to take a 鈥渨alkabout鈥� to heal, and he made immediate plans to ski as many big lines as he could in Chamonix.

Joe Johnson, the alpine and nordic brand manager for Salomon in North America, said that, though Coffey was a beautiful skier, he will be remembered for a lot more than his sport. 鈥淪am had the innate ability to connect with anybody, anybody, on any level,鈥� Johnson said. Whether it be the pro or the first-time skier, the editor of Powder Magazine or the intern at Freeskier Magazine, Coffey found something to talk about.聽He was magnetic, not only in that people were drawn to him, but also that he was drawn to people.

Johnson added, “There is not a single person who met Sam who won鈥檛 remember the exact interaction they had.鈥�

Eric 鈥淗ende鈥� Henderson, at Meteorite PR, said he and Coffey spent time together on chairlifts and at Powder Magazine鈥檚 annual film dinners, and they both shared a love for telling stores. 鈥淪am was a man of integrity generosity and humility,鈥� Henderson said. 鈥淔rom turning boards on cold snow or sharing product knowledge Sam always had a smile that was contagious and addictive. Born and raised in the mountains Sam per trade that lifestyle to everyone he encountered. He will be missed deeply in the outdoor and mountain community.鈥�

Scrolling through the endless posts and comments about Coffey鈥檚 death, it鈥檚 apparent how much he meant to the industry and it鈥檚 almost as easy to feel you know him yourself through their stories. Shred in Paradise, Sam.

The post Skier and Industry Friend Sam Coffey Dies at 29 appeared first on 国产吃瓜黑料 Online.

Full disclosure: gear is a wicked subjective thing. Always has been, always will be. To curate this list, our team of hardcore鈥攁nd highly opinionated鈥攇earheads pored over hundreds of new product launches, reading the specs and sifting through the marketing promises. We zoomed in on photos and watched embargoed video clips. And we debated. We culled the massive list down once, then made another pass until we had our 50 most coveted products. Then we voted to determine the rankings (we are a democracy, after all). In order of how badly we want to try it, here is Part One of our list of the 50 most exciting product launches for Fall 2019.

1. The North Face FutureLight

THE PROMISE It seeks to solve the waterproof/breathable problem and dethrone Gore-Tex as the gold standard.

THE DEETS聽An industrial process known as nanospinning sprays polymers through up to 220,000 tiny nozzles to create a waterproof yet highly porous mesh-like membrane. Nanoholes allow air to pass through and moisture vapor to escape, keeping users dry and comfortable, not clammy and cold.

THE STOKE Next-level breathability, waterproofness, and sustainability in the shell category. Bring it on.

2. PrimaLoft Biodegradable Fabric

THE PROMISE It will degrade quicker than any other fabric if you bury it in your backyard.

THE DEETS A shell and now a fabric are infused with a food source that attracts microbes at a faster rate when in a landfill. What’s left after the bacteria breaks down the fibers is simply water, carbon dioxide, methane, and natural organic matter鈥攍ike compost. But the biodegradable polyester doesn’t compromise durability.

THE STOKE A fuzzy fabric that vanishes instead of clogging up landfills and polluting oceans? Be still our hearts.

3. Ombraz Armless Sunglasses [$160]

THE PROMISE Cordage, baby: that鈥檚 the future of sunglasses.

THE DEETS The adjustable polyester cord running between the temples and around the back of your head keeps the glasses snug to your face and ditches the possibility of broken glasses arms and head-squeezing pressure. Plus, acting like built-in eyewear retainers, they鈥檙e harder to lose and either hang around your neck when you take them off or function like a headband.

THE STOKE These things look crazy (like a fox), but after an early test, we fell in love. 鈥淣o pinching, no pressure, and steazy AF: Yes, please,鈥� said one tester.

4. Black Diamond Vision Down Parka [$399]

THE PROMISE A puffy tough enough for tree skiing.

THE DEETS According to BD, this burly fabric initially stumped designers because it was so difficult to cut. A polymer weave crisscrossing the 20-denier face fabric adds a lot of durability without penalizing weight. This 800-fill hydrophobic down toaster comes in at an airy one pound, four ounces.

THE STOKE Say goodbye to duct-tape patch jobs on your warmest layer: This one looks rugged enough to dance on in crampons. It could be a revolution in lightweight durability.

5. Outdoor Research Tundra Aerogel Booties [$69-$89]

THE PROMISE With NASA-designed Aerogel underfoot in these synthetic camp booties, cold doesn鈥檛 stand a chance.

THE DEETS Solid Aerogel won鈥檛 compress like typical insulation, so it鈥檒l keep your feet warm even while you鈥檙e standing on it. Plus, a grippy outsole steadies you on the icy trail to the outhouse. Also available in a low-cut slip-on version.

THE STOKE Aerogel has been popping up more and more in outdoor gear, but its lack of breathability has held it back. The bottom of a camp bootie seems like the ideal application.

6. Marmot West Rib Parka [$600]

THE PROMISE The West Rib features unique gridded down baffles to boost warmth in the extreme cold.

THE DEETS Marmot packed 800-fill down into cube-shaped baffles around the chest of this deep-winter puffy to trap warmth around your body. Synthetic insulation layered between the down and the Pertex Quantum shell material adds weather protection and durability.

THE STOKE We鈥檙e curious about the cubist baffles and layered use of synthetic fill. This thing sounds like a serious volcano.

7. Dahu E鈥檆orce 01 Boot [$TBD]

THE PROMISE It looks and operates like no other ski boot on the market.

THE DEETS The Grilamid shell has cutouts to eliminate pressure points and the liner is beefy enough to walk around in. The unique entry system has hinges at the front and back of the boot, creating a giant opening.

THE STOKE Comfort. Ease of use. Versatility. Boom.

8. Sweet Protection Interstellar Goggle [$220]

THE PROMISE The lens won鈥檛 fog. Period.

DEETS The Gore membrane increases moisture and air transfer, equalizing air pressure and preventing condensation. Retina Illumination Grading increases contrast and enhances vision in low-light conditions, and the carbon-reinforced frame creates a rigid structure for the lens.

THE STOKE Gore-Tex in a goggle? Just plain fascinating.

9. Six Moon Haven DCF Tent [$400]

THE PROMISE This is the ultimate featherweight shelter for fastpacking duos.

THE DEETS The Haven DCF is a shaped, supported tarp made of Dyneema Composite Fabric, which offers extreme durability at a paltry 12-ounce weight. With two doors, a peak height of 45 inches, and 51 square feet of interior space, it can also be paired with the Haven Net Tent to create a fully enclosed double-wall shelter at just one pound, four ounces.

THE STOKE Dyneema tents are the new standard in ultra-ultralight, and this one sets the bar high… er, low.

10. Patagonia Black Hole Collection [starting at $29]

THE PROMISE Every Black Hole pack, duffel, tote, and waist pack gives plastic bottles and factory scraps another life.

THE DEETS It鈥檚 still burly, thanks to 90-denier poly ripstop with a TPU laminate and a DWR finish, but it now uses 100 percent recycled fabric, lining, and webbing.

THE STOKE Tally this up as yet another reason to love our favorite duffel.

11. Black Diamond Equipment JetForce Pro [$1,399]

THE PROMISE It鈥檚 the most advanced avalanche air bag pack out there.

THE DEETS This new version of BD鈥檚 award-winning JetForce series is still rechargeable and travel friendly. But the Pro is modular, letting you zip on and off a 10-, 25-, 35-, or 25-liter splitboard booster pack, making it super-versatile.

THE STOKE The modular design sets rippers up to stay safe on any day.

12. Tecnica Forge Winter [$300]

THE PROMISE Get a customized fit in a ready-for-winter hiker.

THE DEETS Like its three-season counterpart, the Forge Winter features in-store custom shaping for a perfect fit. It also adds Vibram鈥檚 Arctic Grip outsole and a Gore-Tex insulated comfort lining for waterproof/breathable insulation.

THE STOKE We fell in love with the original Forge, so a warm, winterized version is a no-brainer.

13. Rab Verglas Jacket [$375]

THE PROMISE It combines the best features of a parka and a shell鈥攚ithout turning you into a hot mess.

THE DEETS The Verglas is packed with 750-fill hydrophobic down for warmth, and Gore-Tex Shakedry over the 20-denier Pertex Quantum makes it waterproof while keeping it lightweight and mega-breathable.

THE STOKE For cold days with precip, this puffy looks like a winner if Shakedry can hold up to abuse.

14. Fischer Urban Cross-Country Ski Boot [$189]

THE PROMISE This is the first Nordic ski boot designed to take you from home to trail to apr茅s.

THE DEETS With a sneaker-like sole and chukka-style upper, you鈥檇 never know this was a cross-country ski boot. Designed for skiers less focused on racing and performance and more on casual exercise, it鈥檚 compatible with Fischer Turnamics and any NNN compatible binding.

THE STOKE Nordic boots have never looked so good.

15. Julbo Reactiv Performance Lenses [Starting at $210]

THE PROMISE Ski from dawn to dusk on bright bluebirds or during storm sessions.

THE DEETS The lenses鈥攁vailable in both shades and goggles鈥攎agically transition from clear (87 percent visible light transmission) to dark (12 percent VLT) in record time: roughly 20 seconds.

THE STOKE These just might be the one-quiver shades and goggles we鈥檝e been looking for.

16. Holden Outerwear Corkshell Summit Bib [$600]

THE PROMISE Cork is the insulation of the future.

THE DEETS These bibs (and their matching jacket) incorporate Schoeller鈥檚 recycled cork content to add heat retention without the bulk of traditional lofted insulation.

THE STOKE We鈥檙e always intrigued when brands find new ways to recycle materials, and companies have been chasing warmth without bulk for ages. Could this be the one that actually delivers?

17. G3 FindR Skis [$869-$919]

THE PROMISE Leave the ski straps at home. Magnets hold these skis together.

THE DEETS Updated for 2019, the powder-cruising FINDr series now features magnetic contact points, making bootpack transitions quick and easy, and eliminating the need for straps when shouldering your skis.

THE STOKE Pick 鈥榚m up, stick 鈥榚m together, walk away. Sounds pretty slick.

18. Blizzard Zero G 95 [$840]

THE PROMISE It鈥檚 typically either/or: lightweight or stiffness. These are your new no-compromise skis.

THE DEETS The Zero G 95 touring ski strikes the ideal balance between uphill comfort and downhill charging, thanks to a carbon fiber frame that鈥檚 integrated over the wood core to reduce weight for speed on the skin track while still delivering a high level of stiffness for downhill performance.

THE STOKE Light feet on the uphill and stiff shred-ability on the down? 鈥楴uf said.

19. Smartwool Intraknit 200 Base Layers [starting at $120]

THE PROMISE It鈥檚 the ultimate in body mapping.

THE DEETS Intraknit technology is a first-in-industry 3D knitting technique that can marry different weights of fabric into a single garment, without the use of seams. (The company already uses the technology in its socks.)

THE STOKE This sounds very much like the FuseForm tech that (sister company) The North Face introduced in shells a few years back. The concept makes even more sense in baselayers, where multiple seams can make body-mapped baselayers chafe in all the wrong places.

20. GoLite ReFill Eco 100 Jacket [$250]

THE PROMISE Keep warm and divert green plastic bottles from the landfill.

THE DEETS At a Taiwanese recycling plant, volunteers collect and sort bottles, and GoLite snags the ones nobody else wants鈥攖he green ones鈥攁nd turns them into dye-free clothing, like this PrimaLoft Silver Eco-filled puffy.

THE STOKE Recycled products are nothing new, but we dig how GoLite found a way to use the bottles that stump other apparel makers.

21. Mammut Meron IN [$449]

THE PROMISE It鈥檚 as warm as you can get, without the bulk.

THE DEETS Premium 900-fill down is shelled with a lightweight, water-repellent Toray ripstop nylon and lined with an equally light, semi-transparent lining that traps the down.

THE STOKE It鈥檚 hard to make a puffy this warm not look like a Michelin man. This one does it through the magic of smart patterning.

22. Salomon S/Pro Boot Collection [$800]

THE PROMISE Get a custom-like fit, without all the hassle and expense.

THE DEETS Salomon digitally scanned more than 4,000 feet to identify a shell that鈥檚 compatible with 70 percent of the European/North American market without needing any significant modification.

THE STOKE Any respectable skier knows that custom-molding your boots is mandatory. Our apologies to all the boot-fitters out there, but this could be good.

23. Atomic Savor [$1,545]

THE PROMISE It鈥檚 the ultimate starter kit.

THE DEETS In an effort to combat exhaustion, soreness, and complicated equipment, Savor includes painless-entry boots, easy-to-handle skis, and a comfortable helmet designed specifically for rookies.

THE STOKE Want to get your SO on the slopes with you? This package might be your ticket to paradise.

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At Salomon headquarters in Annecy, France, designers and engineers have been working on a groundbreaking manufacturing process that could be game-changing in the world of custom gear.

In September, the design center鈥檚 doors will open to the public, so that anyone can use its new robotic unit to make a custom set of running shoes. Using these two robots and special software, a handful of specialists will help custom-build running footwear to any person鈥檚 feet.

国产吃瓜黑料 Business Journal got a sneak peek at the process last month and saw the brand-new robotic units, called ME:sh labs, up close.

A Breakthrough in Custom Gear and Apparel

For years, brands have been offering customized gear. But it comes at a cost. Often, these products are made by hand, and customization is limited to color and aesthetics rather than fit. Salomon is trying to turn those limitations on their head, and build fully-customized shoes thanks to robots rather than manual labor.

The idea surfaced in 2008, when mountain athlete Kilian Jornet suggested that Salomon make customizable footwear available to anyone. At the time, the brand was also brainstorming solutions for the manufacturing industry, which was experiencing challenges with the rising cost of exchange rates and labor. A decade and millions of dollars later, Salomon may hold the keys to scaling customization in an efficient way.

How Salomon鈥檚 ME:sh Lab Robots Work

In a nutshell, here鈥檚 how the process works: first, a runner creates an online profile. She selects the cosmetics for her trail or road shoe and prioritizes features like breathability, cushioning, inserts, density, weight, and protection against debris. She schedules an appointment with the Annecy Design Center (ADC) ME:sh Lab (via the Salomon site), where her foot is measured using a 3D scanner, followed by a five-minute treadmill run to study foot strike technique.

After the data is collected鈥攖he runner鈥檚 intended usage, anatomical and biomechanical metrics, and subjective preferences (like toe box width)鈥攖he upper is created using a patented yarn with fusable properties, called Twinskin, which looks like a sock. The material is double-backed around a hard PU shell, and then the robot, called 鈥淏ea,鈥� applies heat to meld the three layers. If a runner has foot injuries that require a softer shoe, she can choose to replace some sections of the PU shell with fabric.

The second robot, named 鈥淢aurice,鈥� after its software, pre-applies glue for application of eyelets and other features by hand. Finally, the upper is manually assembled to the lower.

There are more than 531,000 possible combinations of materials and colors. ME:sh shoes can be designed in three days, and Salomon ensures a three-week turnaround on the whole process.

The ripple effect that individual manufacturing units could have on the traditional manufacturing model is considerable. This customization process, coined 鈥淯nique to Me,鈥� sells for $300 a pair and eliminates the need for prototypes, because they鈥檙e all one-off models made to order. That helps cut down on materials waste, and reduces the carbon footprint of the manufacturing process, which would decrease material debris and the carbon footprint of those shipments.

When they鈥檙e made in the traditional way, running shoes involve an average of 50 components, and sometimes up to 100 people work on the design for a single pair of shoes. ME:sh footwear, though, is far simpler: each pair is made from 12 components, and only two people and two robots are needed for the process.

Salomon would not disclose the initial investment to get a ME:sh unit in a retail shop, but says it鈥檚 an expensive endeavor. Five or so retailers could buy a unit together, though, said Jean-Yves Couput, Salomon S/LAB Mesh project director. A unit would be profitable if at least 2,000 pairs of shoes are sold each year. That sounds like a tall order, but retailers also wouldn鈥檛 need to risk stocking inventory that might not sell.

鈥淟abor costs are increasing and we need to find solutions,鈥� Couput said. 鈥淚n a decade, perhaps individuals will be creating shoes [with the ME:sh Lab] for a closed group鈥攐r, it will be possible to digitally print shoes and Salomon will be selling the machines and materials rather than footwear鈥e鈥檙e taking part in the risk [of innovation].鈥�

In the next few months, prior to the ME:sh Lab launch, Salomon needs to select their software (which will display the data measured by the 3D scanning system), and finalize their technology for producing a digital last (imagine pin art that regains its shape after use), which would nix the need to either recycle the lasts or for the customer to buy her own. Couput also said he wants to improve the long-term strength of the Twinskin, so that its 鈥渟tiffer, can survive more abrasion, and is suitable for the rockier higher terrace in Chamonix.鈥� The valley鈥檚 higher altitude terrain is comparable to running the boulder or talus fields of a Colorado fourteener. (For context: I watched Jornet win the Mont-Blanc Marathon鈥攚hich features rugged, rocky terrain鈥攚earing his ME:sh pair, which is evidence to believe that the upper is durable.)

In the long run, the potential savings of time, materials, waste, and labor costs, enabled by custom, on-site manufacturing, could be significant, especially if the process is applicable beyond footwear.

鈥淚t鈥檚 possible to use this process for ski boots and bindings. We won鈥檛 do that anytime soon, but we know people will continue to ask for personalization, and everything can be customized,鈥� Couput said, pointing out the increase of customization across the automotive and cosmetic industries.

Salomon plans to expand the availability of ME:sh units starting in China in early 2018, and then they鈥檒l bring them to the U.S. In June, eight retailers in France and one in Belgium introduced models of Kilian Jornet鈥檚 ME:sh shoe鈥攃alled the 鈥淯nique to Kilian鈥濃�攁s well as 鈥淯nique to Our Community鈥� models ($230-$240), which are ME:sh shoes designed in partnership with retailers based on the needs of their community, which they keep in stock rather than customize for each person.

Review: How ME:sh Labs Shoes Perform

After I left the ADC ME:sh Lab, I visited a mobile shop in Chamonix to try a Unique to Our Community pair. These aren鈥檛 custom to me, but they鈥檙e targeted toward the needs of specific communities. The shop had four widths and gaiter options available. My feet are so narrow, though, that none of them fit. I needed a tighter fit, and the Kilian Jornet ME:sh pair worked best for me.

I tested them on a run on Chamonix鈥檚 valley floor, across rolling hills of compact dirt and steep sections of asphalt. I found that the shoe was exceptionally light, yet its upper was surprisingly stiff and secure. My toes felt protected, thanks to the PU melded beneath the mesh, and the tread and grip performed well on damp pavement.

They were comfortable right from the start, and I wanted to keep running. I’ve often had trouble finding the perfect fit for my hard-to-match feet, which are also two different sizes. I’d much rather skip the hassle of trying on pair after pair. For me, the comfort of a perfect fit could be worth the price tag of a fully customized pair.

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