host posted on July 29, 2009 15:34
WALTHAM, MA, July 2009 — Unrelenting in its focus and commitment to elevate its leadership in the area of fashion and fitness footwear, Earth® is building on its market momentum with the introduction of several exciting new initiatives for the Spring/Summer 2010 season.
- To build on the success of the increasingly popular Exer-Fit Collection™ -- which has effectively made Earth’s proprietary Earth KalsØ® Negative Heel Technology® and calorie-burning benefits available to a wider, more mainstream audience -- Earth is proud to unveil the new Exer-Walk, a remarkably lightweight casual athletic style for both Women and Men. The Exer-Walk will be distinguished within the Exer-Fit Collection as the first active casual silhouette to complement the current Exer-Flip, Exer-Slide, and Exer-Clog styles. Designed to elevate the Exer-Fit Collection’s reach into more day-to-day or casual walking wearing occasions, the Exer-Walk is timed for January 2010 delivery. It will be positioned as the perfect footwear solution to coincide with many New Years’ ‘get back in shape’ resolutions to ideally ‘turbo-charge’ their exercise and walking regimens.
- Coinciding with the 40th anniversary of Earth Day, Earth® will be taking a giant step forward in the area of sustainability with the launch of a new biodegradable outsole technology – BIOStep™. The latest in a series of ‘green’ technologies from the company, BIOStep will stretch across the breadth of the Earth line and will be applied to all Earth outsoles. A technology borne out of the household goods industry, its properties do not alter the footwear outsole during its conventional life cycle. Once disposed of, however, the outsole’s biodegradability is hyper-accelerated with the end result being an organic byproduct that effectively cuts down on waste in ever-growing landfills.
- During the month of May, in honor of Mother’s Day, Earth will also be offering a special pink sandal as part of its Exer-Splash style assortment. The sandal will recognize a substantial monetary contribution that Earth, Inc. will be making to the Susan G. Komen Foundation in support of the organization’s efforts to elevate breast cancer awareness and the value of early detection among women. The pink Earth Exer-Splash™ will feature a pink ribbon along with a special hangtag. It will be complemented by additional Mother’s Day programming including in-store signage and promotion in social media outlets.
- A final notable highlight in Earth’s new seasonal collection is the greater integration of what the company refers to as ‘stealth health’, or the careful disguising of its KalsØ® Negative Heel Technology® in more contemporary silhouettes. Popularized by its use in Earth’s F’09 Men’s Dress Casual Collection, the ‘stealth health’ concept will be adapted to many new women’s spring styles including the Jolie, Paltrow, and Sienna. Each of these designs will still offer all the clinically-proven benefits of Earth’s proprietary technology, including muscle toning and core engagement, but will now offer these whole-body benefits in silhouettes that feature more feminine detailing and varying outsole heights to increase wardrobe versatility.
Beyond style and fashion, the underpinnings of Earth’s ‘fashion and fitness’ proposition continues to be KalsØ® Negative Heel Technology®. Found in every style across the Earth® line, the slight incline of 3.7° effectively positions the wearer’s toes slightly above their heels to more naturally distribute their body weight. A small change that makes a huge difference, the technology has been clinically proven to engage and recruit muscles throughout the body. Relative to ordinary shoes, Earth Footwear can help wearers to build lean body mass, burn up to 4x more fat, and even burn more calories with every step*.
Dave Aznavorian, Vice President, Marketing, Earth, summarizes the brand’s approach to the new season, “In spite of challenging market conditions, it’s an exciting time for our brand. More consumers are experiencing the unique benefits that fashion-and-fitness footwear can provide. We know even more want to look good, feel good, be more environmentally-responsible, and do it all without breaking their budgets. The thoughtful development of our spring/summer line of footwear aims to aggressively address all of these aspirations, and do so in an integrated way which shows that style, physiological benefits, environmental considerations, and market-friendly price points needn’t be mutually-exclusive.”
Earth’s new spring/summer collection is available in early 2010, and may be found at select online and footwear retailers worldwide.
About Earth® Footwear *Earth® Footwear is a brand of Earth, Inc. and is based in Waltham, Massachusetts. For more information, or for complete clinical study results that attest to Earth Footwear’s health and wellness benefits, please visit earthfootwear.com, or contact Kerry Pieri at Tracy Paul & Company, Inc. at (212) 741-5459 or kerry@tracypaul.com.