Coming up with a creative way to show a product innovation isn’t easy, but Wolverine Worldwide nailed it in announcing its new partnership with Vibram: curling.
The company took to the Utah Olympic Oval in Salt Lake City prior to the start of Outdoor Retailer Winter Market to debut Vibram’s latest technological innovation, Arctic Grip. The technology features specific lugs on the sole that grasp slick, wet ice. Arctic Grip also features thermochromatic lugs that sense when the temperature drops below 32 degrees Fahrenheit.
The sole technology, the most advanced cold-weather gripping system from Vibram yet, will be available exclusively on six Wolverine Worldwide brands for 2016: Merrell, Sperry, Hush Puppies, Saucony, Wolverine and Cat Footwear.
“Our intention with Vibram Arctic Grip is to push the bounds of sole technology on icy surfaces,” said Michael Gionfriddo, president and CEO of Vibram USA, in a statement. “It is exciting to share this launch with a partner like Wolverine Worldwide, as its rigorous product development aligns closely with Vibram’s. In Wolverine Worldwide’s fall 2016 collection, consumers will see Vibram Arctic Grip complemented by some of the most advanced footwear technologies available.”
Some of the shoes that will feature the technology include the Merrell Moab FST Ice Thermo Waterproof, the Sperry Cold Bay Ice, the Hush Puppies Parkview Ice, the Saucony Razor Ice, the Wolverine Crossbuck FX Ice and the CAT Footwear Stiction HI WP Ice.
“Our partnership with Vibram allows us to be the first in the industry to bring this innovative technology to market, and allows Vibram to launch its technology across our entire brand portfolio” said Blake Krueger, chairman, CEO and president of Wolverine Worldwide, in a statement. “Vibram Arctic Grip will be a differentiator for us and a key initiative for our brands in fall 2016.”