Altra Footwear has announced Altra EGO, which is billed as ‘the Holy Grail of running shoe cushioning’. The company’s new midsole cushioning is being deployed in Altra’s trail and road running shoes and reportedly offers ‘outstanding rebound, light weight and superior comfort’.
Altra’s new footwear and apparel products are on show at Outdoor Retailer Specialty Market (Booth #36179) on 3-6 August 2016 in Salt Lake City, Utah.
Having developed its FootShape toe box and cushioned ZeroDrop platform, Altra EGO is the latest innovation from the company. Comprised of a proprietary blend of cushioning compounds, the name ‘inspired by the dual nature of the new cushioning’.
“We’re excited about what we’ve achieved with the Altra EGO cushioning,” said Golden Harper, founder of Altra Footwear. “Traditionally, running shoes that felt ‘soft’ could also feel like they robbed energy, a bit like slo-mo or running in mud. On the other hand, shoes marketed as performance or responsive are firm and less comfortable.
“Our goal with Altra EGO cushioning is to offer the holy grail of running shoe cushioning – fast and springy, yet comfortable and soft.”
Harper believes this cushioning is perfect for elite runners because the shoe “runs fast and feels responsive”, yet ideal for recreational runners because it “feels distinctively soft and comfortable underfoot.”
Unlike traditional EVA midsoles, Altra EGO is claimed to perform better and more consistently in extreme temperatures. In tests against traditional running shoe foams, Altra EGO reportedly has high long-term durability to maintain excellent cushioning and energy return properties throughout the life of the shoe.
Within each shoe, the new midsoles are highlighted with a distinctive design ‘inspired by the inherently strong, light, yet resilient design of a spider web’.
Altra Escalante with Altra EGO
Altra Escalante with Altra EGO features ‘energetic rebound in a moderately cushioned package that’s noticeably thinner than conventionally cushioned shoes. The richly coloured engineered-knit upper provides a sleek aesthetic and a sock-like fit.’
- Stack height: 25 mm, built on Altra’s PFS performance last
- Weight: 8.2 ounces/232g (men’s sample size 9), 6.5 ounces/182g (women’s sample size 7)
- Colours: (men’s) grey, blue, red; (women’s) magenta, blue, grey
- MSRP: US$130
Altra King MT with Altra EGO
The Altra King MT is made for runners whose idea of fun involves mud, wet grass, and burly mountain climbs. This shoe includes significant 5.5 mm outsole lugs designed for lateral braking, medial gripping and maximum traction in wet and slippery conditions.
- Stack height: 19 mm
- Weight: 9.5 ounces (men’s sample size 9), 7.8 ounces (women’s sample size 7)
- Colours: (men’s) grey, royal blue; (women’s) black, magenta, teal
- MSRP: US$140
Altra Footwear has a range of shoes for road, trail, track, treadmill and every day, as well as a full line of running apparel. Altra is now claimed to be the third largest trail shoe brand sold in run specialty stores with three of the top seven trail-running shoes, according to data from NPD (Altra Lone Peak, Superior and Olympus).
Altra’s running shoe innovations are born from long hard runs in the Wasatch Mountains, just minutes from Altra’s Utah headquarters. Founder Golden Harper, a former All-American runner who ‘loves to run to the top of difficult mountain summits’, invented a cushioned ZeroDrop shoe and a foot-shaped toe box, features that are now found on every Altra shoe. Co-founder and Global VP of Sales Brian Beckstead completes at least one ultramarathon each year, including Eco-Trail Norway in 2016, Ultra Trail Mont Blanc and the Wasatch 100 in 2015 and Ultra Trail Mt Fuji in 2014.
Altra Footwear is a registered trademark of ICON Health & Fitness, a leading health and fitness innovator, based in Logan, Utah.
www.altrarunning.com
www.iconfitness.com
