Sports Insight

A s insoles and shoecare accessories get more techy, the design ethos gets simpler: give consumers what they want. "Today's consumers aren't shy about voicing what they want, and what they want is personal," says Eric Hayes, CMO at Superfeet. "Recent advancements in technologies like 3D printing have made mass customization a viable option. 3D printing and mass customization will continue to become more accessible and as it does consumers will learn to expect fully individualized products." Superfeet's ME3D 3D printed insoles are designed and precisely engineered for each individual consumer. Using advanced FitStation powered by HP scanning and mapping to analyze the way each customer moves, a personalized 3D-printed Superfeet shape is created to deliver individualized comfort. The 3D process customizes the insole in five different zones. ME3D is the first of many individualized products Superfeet plans to offer, including fully personalized footwear with a lot size of one. "With so many shopping options available a hands-on, customer service first focus is key, and involving and engaging the customer is paramount," says Tom Garlock, Amfit director retail sales and marketing. Amfit's Precise Custom Insoles, MSRP $140, are custom made to the precise specifications of each end user and are available in soft and medium density EVA with a choice of four different antimicrobial top- covers. Customer information and foot scans happen in store using the Amfit Customization Station. Scanned data is transmitted wirelessly to Vancouver, WA, where insoles are milled, hand finished, and shipped back to stores in just three business days. "Consumers are looking for more technical products," says Marcia Lynch, national sales manager, Hickory Brands. "3D capabilities will impact 2018. New Balance Custom Insoles has a true 3D molded capability that will be available in the U.S. market in 2018." The New Balance 100% Custom Dynamic Insoles, MSRP $80, are custom to each foot. It is not a pre-molded insole that is the same for both feet. The unique custom-fit insole allows the customer to walk away with immediate comfort, support and the perfect fit. Consumers can get a free foot analysis and custom molded insoles in a retail environment in less than five minutes. "It is a real point of difference for retail partners in ensuring the correct footwear choice and high level of customer satisfaction," says Lynch. "It drives up footwear conversion rate and basket size and supports trading up to higher priced footwear. It increases customer loyalty and is highly profitable." "An exciting trend in the insole category is the growing recognition that in-store foot scanning technology is essential for retailers to provide a differentiating experience and improved consumer satisfaction," says Larry Schwartz, CEO of Aetrex Worldwide. "Technologies are now available that can integrate 3D scanning, computer vision technologies, machine learning and pressure sensor to help retailers provide an optimal fit in-store in a way this is engaging for the consumer. What is available now from Aetrex and a small handful of other companies is dramatically advanced compared to what was available to retailers just a few years ago." Aetrex's Albert foot scanning technology follows the Apple model, according to Schwartz, "in that the best possible technology experience comes when software and hardware is designed and manufactured in tandem by the same company." Over-the-counter customization is a focus for Currex. Rather than offering generic insoles, the Currex design philosophy focuses on "providing an affordable one size fits all alternative to expensive customs orthotics," says Lutz Klein, Currex Americas CEO and MD. "We are focusing on comfort/performance and ideally prevention." 32 • Sports Insight ~ February 2018 sportsinsightmag.com Amfit Precise Custom Insoles Xtenex X-hybrid Xlaces Lock Laces Hickies Laces FEET FIRST SHOECARE

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