M&C Buzz: Sole Performance, Sof Sole

Special EFX
Laguna Beach, Calif.-based Sole Performance has partnered with Mission Viejo, Calif.-based EFX Performance to bring EFX’s line of holographs to performance and casual aftermarket trim-to-fit insoles this spring. Holographs, the company said, may help promote balance, strength and other health benefits. The Sole Performance line is composed of three collections: Comfort, Sport and Performance, and ranges in price from $30 to $60. All insoles incorporate EFX holograms in the heel or arch (the Performance collections contain two holograms) and have moisture-wicking top layers. The Comfort collection of three insoles is meant for casual and dress wear for both men and women; the Sport line, featuring two insoles, is designed to provide support for both medial (the 2.0 insole) and lateral (the 3.0 insole) movement; and the two styles in the Performance line are designed for athletic use. All three collections will deliver in May and June to regional and national sporting goods chains, golf accounts, outdoor and running independents and family and comfort shops.

Get Fit
Sof Sole, a division of Durham, N.C.-based Implus Footcare, is launching a line of performance insoles. Within the new Fit line are three collections — Low Arch, Neutral Arch and High Arch — designed for use in athletic and outdoor footwear. All the collections feature high-rebound EVA in the forefoot and footbed, antimicrobial wicking top sheets and an anatomically shaped nylon plate for support. The arch heights vary from 2.8 centimeters to 3.3 centimeters to accommodate a range of foot shapes. Set to deliver May 1, Fit insoles will be available in both men’s and women’s sizes, and will retail for $40 at Bass Pro Shops, Olympia Sports and running independents.

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