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 Awwwards, 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.