Since 1963, Danish shoemaker ECCO has been manufacturing shoes made for the world of sport with a special emphasis on continuous innovation that follows the many paths of the bare foot. Most recently they introduced their BIOM project, which is based on the concept of Natural Motion, and attempts to find the best positions for the foot as it moves. Based on data collected by top experts in the biomechanics of sport, over 45 years worth of studying the human foot, the BIOM line of footwear uses anatomical research and technology of impact zones to create shoes that will best react to the foots sporting needs.
In late May, the folks at ECCO sponsored a 10K race for their first time ever, in order to promote healthy living in Kuwait. The event, which was held at the Mishref track, saw 105 people competing for bragging rights and a chance to be the fastest. Used as a vehicle to promote healthy living at large, it was also a great chance to discuss the BIOM project and how the world of technology is melding with the world of sports in order to help make a better, fitter, you.
The top 3 winners from the Men’s Category included:
- Kedir Amino Abdu, completed in 34:33
- Omar Al Rashidi completed in 34:34
- Jaafar Al Ali completed in 37:00
The top 3 winners from the Women’s Category included:
- Renata Happova completed in 43:05
- Fiona Donald completed in 50:30
- Chantel Marson completed in 52:37
Statistics for running injuries over the last 20 years have shown that injuries of the ankle, foot and hip have not declined. Due to these results, ECCO has removed itself from the cushioning and motion control section of the running shoe market and decided on a revolutionary, yet simple, step which they perceive as getting back to their roots. Taking into consideration that the human body has adapted to the forward motion of running for thousands of years and that running is the most natural human movement, BIOM has taken a closer look at the human foot. Every bone and muscle, every tendon and ligament in our foot is built for both running and stability. Therefore, it is important that a running shoe has limited support, only where the foot naturally needs to be supported. They cite all of this based on the work of Professor Dr. Brüggemann, a leading expert in the field of running biomechanics at the German Sport University Cologne, who recently stated, “the foot has the ability to use its own natural cushioning system, to a certain degree, when it hits the ground. During running on artificial and hard ground the foot has a higher burden and must rely on a shoe to help support this burden.”
As a result of such contentions, BIOM is a paradigm shift in the worldwide running shoe market. The entire concept is made up of revolutionary components. From the material to the concept itself, each step has taken a new look into how running shoes can be better developed for runners. BIOM’s new classification system assesses runners by training level, running type and speed; making it easier for the customer to choose the optimal shoe for their needs. Based on the classification system, four different versions of BIOM will be offered. These are: the BIOM A, B, C, and B Trail.
By combining style and comfort into their design, ECCO has built its success on uncompromising quality, innovative technology and the design philosophy that “the shoe must follow the foot”. ECCO is the only major shoe manufacturer to own and manage every step of the shoemaking process, and its employees are the life force behind its products, designing, developing, producing, and taking responsibility for every detail. ECCO products can be found in 4,000 branded sales locations in over 90 countries, a growth fueled by ECCO’s consistent aim of making the best shoes in the world. Comprised of different shoe styles for as many sports that include, running, trail, walk, train, run and sandals, there is a little bit of each type for everyone.
The all-new ECCO BIOM line of shoes is available at ECCO branches at The Avenues, Marina Mall, Al Muhalab, Al Muthana and Shamiya. For more information, please call 2224 9340 or visit http://www.ecco.com.