Pure and simple...

Posted in Dishing the Dirt by Matt Ward on Thu 14 Apr '11

© www.mudsweatandtears.co.uk

The Brooks Pure Project is something different. Aimed at taking the ground of the ‘new runner’ and pitched through its technologies as improving forward motion upon strike with its Ideal Heel strike, this new Brooks line is fresh, its story uncomplicated…

The running world has been shaken up. A new mindset has emerged and the opportunities to reinvent the run experience are boundless. For Brooks, this means bringing you shoes that ask the question: how would you like to run today?

So, we were invited to a media unveiling of the product in London on Thursday, and were given the opportunity to touch and feel the new shoes, and be party to the message from Brooks staff Reina Alston, Mike East and Martin Exley.

Essentially the message was a clean new line of shoes, using what they are calling IDEAL technologies. The Ideal Heel, an innovation that shifts the ground contact point forward, thus reducing the lever arm of the knee by 10%. To you and I this means less hinderance or ‘braking’ from the heel strike motion.

Next is the Toe Flex, a gap in the toe area of the sole, thus meaning independent movement, enhancing feel and enabling a better ‘toe off’.

© www.mudsweatandtears.co.uk

The Nav Band is a supporting band across the instep of the shoe giving a nice plush fit, offering support to different foot shapes. The final two technologies are an Anatomical Last, mimmicing the shape of the foot more with a less severe gradient between the largest and smallest toe.

Last of the technologies is the mid-sole BioMoGo DNA, a blend of BioMoGo and DNA technologies (believe it or not!), meaning a great mix of responsiveness, feel and float.

Putting all of this to one side these shoes are super comfortable, and the line up of 1 x Neutral, 1 x Stability, 1 x Lightweight and 1 x Trail is a simple yet coherent story, for the consumer and retailer alike.

Speaking of retailers, Brooks are stating that these shoes will initially only be available through 25 or so retailers in the UK, and will not be for sale online at the first point of sale. A bold move and very clever if they are to ensure that the very detailed yet simple story of the Pure Project is to be conveyed correctly.

Overall we were blown away by these shoes, and it’ll be very interesting to see how they fair!

Full line up:

© www.mudsweatandtears.co.uk

Pure Cadence

Pure Cadence (Stability) 269 grams £100 SRP

© www.mudsweatandtears.co.uk

Pure Flow

Pure Flow (Neutral) 247 grams £90 SRP

© www.mudsweatandtears.co.uk

Pure Grit

Pure Grit (Trail) 252 grams £90 SRP

© www.mudsweatandtears.co.uk

Pure Connect

Pure Connect (Lightweight) 204 grams £90 SRP

The shoes will be in store in October 2011.

Reactions so far
  1. Neil Apr 17, 11:35 PM

    These look like a very interestion set of shoes. I’ve been waiting to see what Brooks were going to come out with for the ‘new’ running shoe market that has developed. I’m not liking this newish fashion of letting us know about new shoes absolutely ages before we can get our mitts on them though!

  2. Matt MST Apr 18, 04:17 AM

    Hi Neil

    Well I suppose when you are invited to a sneak peek at the kit and then told that you can release the news as soon as possible, I just had to write something…

    I hope it hasnt frustrated you too much!


  3. Neil Apr 18, 04:36 AM

    No beef with you Matt. It’s just the shoe companies drumming up excitement pre release. I’m currently waiting for inov8’s, new balances and now Brooks!
    Your website is great. Keep up the good work.

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