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Etnies and Michelin Announce Long-Term Partnership

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  • Photo courtesy of etnies

etnies and Michelin are proud to announce an on-going partnership that will drive technological innovation in skateboard shoes by creating the toughest outsoles in history. Since 1986, etnies has been known for pioneering innovation in skateboard shoes, and teaming up with Michelin has created the most durable skateboard shoe on the market – the Marana OG, equipped with Michelin Technical Soles for advanced durability and performance.  Until now, the etnies Marana OG’s upper was so durable that it would often outlast the outsole. As every skateboarder knows, this is an unheard of problem for skate shoes.

To solve this challenge, etnies joined forces with the designers of Michelin Technical Soles to translate the performance and durability of tires – in this case, the Michelin rally racing PC00 - into long-lasting, light and slip-resistant footwear, which offer unmatched durability, perfect control, superior adherence and maximum flexibility for a superior board feel.

etnies Pro Chris Joslin’s Marana OG was lasting him on average 23 days of solid skating before he wore through the rubber outsole.  As an embodiment of the etnies’ “built by skateboarding” mantra, the brand worked with the most advanced rubber company in the world, Michelin, to create the most durable outsole in the history of skateboard shoes.  In fact, through internal lab testing, etnies determined that incorporating the Michelin sole made this outsole three-times more durable than the original.

It will be presented January 5-6, 2017 at AGENDA in Long Beach, Calif. (USA), and at the BRIGHT trade show in Berlin (GER), January 17-19, 2017.

“Since its inception in 1986, etnies’ mission has been to create the most innovative, durable, and high-performance skateboard shoes.  The etnies Marana bloodline was developed to redefine high-performance and durability to meet the needs of the brand’s skate team riders –  Ryan Sheckler and Chris Joslin.  When Joslin was wearing through the most durable outsole on the market, etnies decided that we would find a solution to balance the durability of the upper with the outsole.  This level of rubber technology was sought out through Michelin, who allowed us to tap into their technical know-how and rubber design expertise,” said James Appleby, VP of Global Sales for etnies. “etnies is honored to enhance the company’s legacy of innovation through an exclusive partnership with Michelin.  They have provided us the unique ability to improve what Joslin, Sheckler and hundreds of thousands of skaters globally deem the best skate shoe on the market. If we can make a skate shoe last at the performance needs of Joslin for over 30 days, then we have achieved our mantra, ‘Built By Skateboarding,’ Putting relevant technology on the feet of skateboarders.”

OUR SPONSORS

“Choosing etnies has been important for us because it provided the opportunity to work together with experienced skateboarders to develop a durable product, one that will bring great advantages to the whole community. In addition, the partnership represents a new young and dynamic market with enormous growth potential for Michelin. The commitment and synergistic collaboration between the two teams – from the designers, R&D and each single person involved in the project – resulted in a three-times more durable sole without compromising the performance of the shoe. This has been a real and tough challenge. The new Marana perfectly matches the needs of the skaters. What’s more, it is perfect for all skateboarders who demand a shoe that can withstand constant use.”

Filippo Sartor, Partnership Development Manager at JVI for MICHELIN Technical Soles

MICHELIN MARANA EVO SOLE WORKS AS HARD AS A SKATEBOARDER

The Michelin Marana EVO sole is a unique and advanced mix of tread design and specially formulated compounds that perfectly respond to the needs of the most demanding skateboarders. On one side, Michelin Outdoor Compound (OC) is a premium rubber compound for greater durability on uneven terrain, strong for stability and with good abrasion resistance. On the other side, the outsole features large tread sculptures for maximum durability, interlock design for better adherence, multiple ­flex lines for board control and reactivity, deep grooves for weight reduction, and a high contact surface for support and shock absorption. The Marana sole also features cupsole construction, which creates a thicker barrier between the skater and the board. Together, these features make the new Marana the toughest on the market, but without compromise of high performance skateboarding.

The upper provides enhanced durability thanks to a fused on, injected rubber toe cap. For maximum comfort, the upper also features a padded tongue and collar with hidden lace loops, and a STI Evolution foam midsole for impact resistance.

OUR SPONSORS

Available in men’s sizes 5-14, the Marana OG, with Michelin Technical Sole for advanced ground control will retail for approximately $75 (€84.95), starting in July 2017 (no change in retail price from the original).

About etnies:

Built by skateboarding since 1986, etnies is the first skateboarder-owned and operated global action sports footwear and apparel company. etnies not only pushed the envelope by creating the first pro model skate shoe, but it pioneered technological advances and changed the face of skateboard footwear forever. Today etnies’ vision, led by owner and skateboarder Pierre Andre Senizergues, is to remain the leading skateboard footwear company committed to creating innovative products that provide the most style, comfort and protection possible. etnies stays true to its roots by sponsoring a world class team of skateboarding, surfing and BMX riders, and continues its dedication by giving back to each of these communities. For additional information, visit etnies.com.

About MICHELIN TECHNICAL SOLES

JV International is the global strategic partner chosen by MICHELIN for the design, development and manufacturing of high-performance MICHELIN-branded technical soles. The company is based in Italy with its partnership development offices in Como and a design & product development centre in Verona, whilst the headquarters is in Hong Kong China, as well as a production site and an R&D centre. The Italian office handles the entire process, from strategic planning, screening of new technologies, R&D, design development, partner relationship management to marketing and communication activities for the MICHELIN-branded products. Thanks to their long experience in sole design and co-design of technical footwear, JV international has created an innovative product development centre in Verona. soles. MICHELIN.com #michelinsoles

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