PUMA Unveils Mobium Elite, Launching a New Class of Performance Running Footwear --Adaptive Running™

   PUMA Unveils Mobium Elite, Launching a New Class of Performance Running
                         Footwear --Adaptive Running™

  PR Newswire

  TOKYO, February 20, 2013

TOKYO, February 20, 2013 /PRNewswire/ --

            Mobium Elite Features New Patent-Pending Technologies

Today, global sportlifestyle brand PUMA launched a new-to-market category of
performance running-Adaptive Running™-with the introduction of the Mobium
Elite shoe. 

 (Photo: http://photos.prnewswire.com/prnh/20130220/595303 )

PUMA Mobium Elite is a performance trainer that expands and contracts as the
foot moves. Rooted in anatomy and inspired by nature, PUMA Mobium Elite is the
product of two years intense design and development based on how the foot
moves. Considering that the foot expands in three directions, longitudinally,
laterally and vertically, PUMA's innovative footwear adapts with the body in
motion, encouraging a more natural and efficient mid-foot strike.

Louis Joseph, Director Strategy and Innovation discusses the technological
innovation behind PUMA Mobium: "PUMA's sport innovations have always focused
on provocative, risk-taking ideas aimed at enhancing the athlete experience.
In the case of the Mobium Elite, PUMA has combined performance research with
imagination to produce an entirely new class of running footwear. Developed
with the vision of creating dynamic products that move with the human body in
motion, the Mobium Elite represents the premier model within PUMA's new
Adaptive Running collection. Designed to expand and contract with the foot's
changing shape during the gait cycle, the Mobium Elite is a first generation
concept built to challenge the conventional standard of static footwear
construction. Incorporating a host of patent pending technologies, we are
excited by the prospects of the Mobium Elite trainer and believe that Adaptive
Running is a breakthrough proposition with transformational potential."

PUMA Mobium Elite's Mobium Band is constructed to enhance the foot's natural
spring. Running through the outsole in a "figure eight" it's designed to work
dynamically like the tendons in the foot. The more force applied, the more
spring it returns.

Meanwhile, the ' Windlass Chassis ' is built to mimic the Windlass Effect of a
foot's expansion and contraction as it moves. This sculpted arch creates a
platform for the foot in movement, helping the foot transition through the
full running gait. Mobium's upper and outsole works in unison with the
Windlass Chassis, so that the entire shoe moves the way the foot naturally
does.

With stride efficiency a core value in performance running, PUMA's designers
took inspiration from the most efficient running machine on the planet; the
cat. Similar to cats paws which compress together during its propulsion phase
and expand during stance phase to provide cushioning, PUMA Mobium Elite's '
Expansion Pods ' on the outsole of the shoe expand and contract with the foot.
As a result, PUMA Mobium's cushioning, protection and flexibility encourages a
more efficient stride and offers runners a smoother transition.

The three-part system of PUMA Mobium Elite's innovative design encourages
runners to land on their mid-foot, rather than a hard heel strike, which can
mean more efficiency and less "braking action."  The shoe is the result of
two years of intensive development and testing and sets a new benchmark for
performance running.

"We believe PUMA Mobium will change the paradigm in the category of
performance running," said Mary Taylor, Global Head of Footwear for PUMA.
"With patent pending, break-through technologies that work together as a
system, we've created a new class of footwear. The marketplace is currently
driven by shoes that are static - that do not move with your foot in motion.
In Mobium Elite, we have designed adaptive footwear that actually expands and
contracts with your foot in motion. At PUMA, we are driven to look at
performance through a different lens, to break with convention through true
innovation. Mobium is the result of this and we feel strongly it will be a
game-changer."

Beginning February 2013, PUMA Mobium Elite will be available in Men's and
Women's styles at select running specialty stores, PUMA Retail, select
sporting good wholesalers worldwide and online at http://www.shop.puma.com .
In subsequent seasons, additional Women's specific styles will be introduced
and the Mobium line will be expanded further in the Training and Fitness
categories. 

For more information, visit http://www.puma.com/running or
http://www.puma.com/MOBIUM .

Media Contact : Sara Gottman, Head of International PR, PUMA SE Email:
sara.gottman@puma.com Mobile: +1-978-996-4441 Office: +1-617-488-2981
 
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