Industry’s Most Highly Anticipated Shoe Of The Season Hits Retail Today Supported By Brand’s Most Aggressive Launch Effort To Date
LEXINGTON, MA (April 26, 2012) – Today Saucony unveils the all-new Kinvara 3, the industry’s most highly anticipated shoe of the season and the third update to the brand’s award-winning natural motion running shoe, at select specialty running retailers everywhere. The launch of the
revolutionary Kinvara 3, with unprecedented FlexFilm™ technology, will be supported by the brand’s overarching message—Find Your Strong—a call by the Saucony brand to consumers
to find their personal “strong” through running. The Kinvara 3 marketing roll-out, the brand’s largest launch effort to date, features a broad-based social media outreach, strategic online partnerships and an immersive award-winning website, saucony.com/kinvara3, dedicated to
the new lightweight trainer.
“Of all the shoes released by Saucony, runners and retailers are especially excited by the new Kinvara 3,” said Chris Lindner, chief marketing officer for Saucony. “The Kinvara was among the first natural motion running shoes available in the marketplace and positioned Saucony as an industry leader in the category. The Kinvara 3, an even better technical running shoe than its predecessors, delivers more than a great shoe: It inspires an incredible running experience. People just can’t wait to get it on and go. The Kinvara 3 launch campaign, our most aggressive to date, reflects that same spirit with the use of vibrant colors, cool graphics and cutting edge technology.”
Starting today, a rich online media campaign introduces the Kinvara 3 to runners globally with a high-energy 45-second spot that inspires viewers to get out and run. Other launch elements include print partnerships, in-store experience kits and custom key account programs. The progressively designed Kinvara 3 website has been selected by two international website award programs, Favourite Website Awards and Awwward, for innovative web design excellence and outstanding achievement in creativity, content and usability. An aggressive early release program that included an exclusive microsite for retailers and product seeding to key influencers and bloggers generated advanced buzz and enthusiasm for today’s Kinvara 3 launch.
The Kinvara 3: So Much Technology, So Little Shoe
The Kinvara 3, weighing only 7.7 ounces (based on a men’s size 9), is a performance training shoe with a 4mm heel-to-toe offset that positions the runner’s foot during impact in a way that creates a greater range of motion than traditional running shoes (with a 12mm heel-to-toe offset) for the Gastrocnemius-Soleus-Achilles tendon system, allowing for a more powerful running stride.
Saucony has taken the Kinvara 3 to a whole new level with a precision engineered upper that is lighter and more flexible thanks to FlexFilm™ technology, a lightweight, highly dynamic flexible film welded onto the breathable mesh upper that secures and stabilizes the foot while reducing layers to the shoe. Memory Foam heel pods in the collar ensure an ultra-secure ride.
Saucony’s high abrasion EVA exposed foam midsole allows for lightweight protection underfoot, while maximizing rebound and flexibility. XT-900 carbon rubber pods were strategically placed on areas of the Kinvara 3’s outsole for enhanced durability without adding weight. The reengineered outsole includes a beveled heel to better facilitate a natural rolling movement from heel to toe.
Kinvara TR and Kinvara Apparel Line
The Kinvara TR, a low profile trail running shoe that fuses the award-winning fit and technologies of its namesake with off-road traction, protection and durability is scheduled to launch July 1, 2012. To complete the collection, the Kinvara apparel line, also debuting July 1, borrows the design principles of the Kinvara 3 footwear line to create a brilliantly hued collection with superior fit, comfort and performance. The Kinvara apparel collection features FlexFilm™ aesthetics, superior moisture wicking fabrics and innovative performance features. The line includes shorts, tights, shirts, sportops and jackets.
The Kinvara 3 is available at select specialty run retailers in men’s sizes 7-13, 14 and 15, and women’s sizes 5-12. The suggested retail price of the Kinvara 3 is $100.
To find a retailer near you, call 800-365-4933 or visit www.saucony.com.
About the Award-Winning Kinvara
The Saucony Kinvara, launched in early 2010, has been recognized with numerous industry awards including: “Best Debut” (Runner’s World magazine, Summer 2010); “Gear of the Year” (Outside magazine, Fall/Winter 2010); “Best Shoe in the Performance Category” (The Running Network, Fall 2010); and “Best Debut” (Endurance Sports Media Group, Fall 2010), among others.
About Saucony, Inc.: Saucony, Inc., a subsidiary of Collective Brands, Inc., is a leading global running lifestyle brand that fuses performance, innovation and style to create compelling footwear and apparel with its widely recognized brands Saucony and Saucony Originals. Founded in 1898, Saucony continues to inspire runners everywhere with its award winning innovations, including ProGrid™, PowerGrid™ ViZiPRO™ and AMP PRO2™ apparel. At Saucony, a good day is when we get to run. A great day is when we inspire someone else to run. For more information, go to www.saucony.com.
About Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its 4,160-store retail chain, with its brands Airwalk®, Dexter® and Champion® and designer collections by fashion designers Christian Siriano, Lela Rose, Isabel Toledo and Silvia Tcherassi; Collective Brands Performance + Lifestyle Group, focused on lifestyle and performance branded footwear and high-quality children's footwear sold primarily through wholesaling, with its brands including Stride Rite®, Keds®, Sperry Top-Sider® Robeez®, and Saucony®, among others; and Collective Licensing International, the brand development, management and global licensing unit, with such youth lifestyle brands as Airwalk®, Above The Rim®, Vision Street Wear®, STRIKEFORCE™, Clinch Gear™, Sims®, Lamar® and LTD®, World Snowboarding Championships™ and Hind®. Information about, and links for shopping on, each of the Collective Brand's units can be found at www.collectivebrands.com.