Swedish Footwear for the New Outdoor
SPRING - SUMMER 2014
PRESS RELEASE JULY 2013
ENLIGHT RB9X – MADE FOR THE TRUE RUNNING JUNKIES Icebug presents a new model in the Trail Running collection for Summer 14
Want a new experience? Try the new combination of a very light road runner and the RB9X fully covering rubber outsole and you get the best of both fun and real traction. That is Enlight RB9X. When the Icebug development team started to think about making a new light and speedy trail running shoe they wanted something that could bring out the true feeling of freedom and flexibility. Enlight is a new name in the Icebug collection, but to a great extent it builds on the popular model Anima. The reason behind the design is that we just realized that we could sharpen this cutting edge trail shoe even more! The Icebug team made Enlight perfect for all kinds of terrain as well as on a multitude of surfaces. Take it for a a high speed lunch break session at the local trail or for outdoor fitness activity – the versatility of Enlight makes it suitable for them both, and everything in between. – We took the fast and best part of Anima and made Enlight feel like an asphalt shoe though it’s built on a trail running sole. It invites you to try the true joy of trail running, says Karin Lundqvist, head of design at Icebug. The lacing is straight and helps fixating the heel in the foamed heel cup, the fore foot can still move freely though since the last is less narrow in the front (the fit is less challenging than the Anima). Toe bumper and heel counter together with a full rubber sole offer trail protection. The midsole has a low drop and profile which gives control on uneven surfaces and the chock absorbing lightweight EVA cushions the run on harder surfaces. Then add the RB9X that provides excellent traction on both wet rocks and dry trails and you got it all. The phenomenal grip you get from RB9X doesn’t compromise the durability as the DIN-standard matches the recommendations of an asphalt running shoe. So take them for a run and they will make you smile all the way! Want to know more about Enlight RB9X? Please contact: Marie Thomasson, PR Mananger mt@icebug.se
+46 (0)722 46 11 46
ICEBUG: Is a Swedish shoe brand that started to challenge the global footwear gigants back in 2001. Icebug is driven by innovation, creativity and integrity – a passion for making functional and stylish footwear. Read more about us at www.icebug.se.
RB9X AND THE COMPARED COMPETITORS Comparsion of competion 1,4 1,2
Friction
1 0,8 Dry
0,6
Wet
0,4 0,2 0 Icebug Acceleritas ICEBUG (SS13) Acceleritas3
Salomon Brand 1 Speedcross Model A
Trail2 Glove Brand Model B Brands and model
Salomon Brand 3 XT Wing Model C
Inov8 212 BrandX-talon 4 Model D
Icebug Acceleritas3 compared on dry (light color) and wet (dark color) surface.
Parameter
RB9X
Normal standard running
DIN
Below 180
Running below 210
Hardness
55-60 shore A
40-70 Shore A
Friction Dry
Above 0,9
Above 0,7
Friction Wet
Above 0,7
Above 0,5
Light fastness
Grade 3.5
Grade 3.5
*DIN = Testing of rubber and determination of abrasion resistance. The lower the number the better.
PRESS RELEASE JULY 2013
SPIRIT4 OLX - THE CROWN JEWEL THAT STILL IS UNBEATEN NNew version of Spirit for the Summer 14 collection
For several years Spirit has been the crown jewel in Icebugs Off Trail collection. 22 medals in the world championship in orienteering speaks for itself. The SS14 updates will keep it on top. Spirit is a shoe that belongs in the world of elite runners. That’s also where it once was born. – This shoe has an optimal balance between comfort and protection. Spirit has been developed during three years with much closer contact with orienteers than any other brand, that is an important factor to its success, says Erik Öhlund, member of the development team at Icebug. Over the years, Spirit Olx has won several test. The Spirit4 has seen two major updates compared to Spirit3. The heel cup has been made even softer to further increase the level of comfort. The height of the heel cup has also been slightly reduced in order to reduce pressure at the Achilles tendon. The upper material is really soft and flexible. Yet it doesn’t compromise the durability, which is very good. The upper material, and the closed-cells of the heel cup, absorb very little water (maximum 20% increase when wet). It also has molded protective areas and all stitches are done with a Stitch-and-turn technique to protect the thread. The sole unit is a carry-over from the Spirit3, the last season’s updates were very well-received by runners worldwide. The sole has a very low profile to optimize ground control, but yet it’s flexible to allow the foot to move naturally. The outsole has excellent grip, with innovative diagonal ridge pattern, that is enhanced to amazing with 14 integrated carbide tip studs. All this is of course made to keep Spirit running in the big league. Because winning the World Championship in orienteering doesn’t mean you get to rest, at least not if you want to stay at top. The same goes for our Spirit as we constantly look for ways to improve it and keep its position as the benchmark in the off trail business.
Want to know more about Spirit4 Olx? Please contact: Marie Thomasson, PR Mananger mt@icebug.se
+46 (0)722 46 11 46
ICEBUG: Is a Swedish shoe brand that started to challenge the global footwear gigants back in 2001. Icebug is driven by innovation, creativity and integrity – a passion for making functional and stylish footwear. Read more about us at www.icebug.se.
PRESS RELEASE JULY 2013
LINDEN – THE BEST OF ICEBUG IN A NEW TYPE OF CONCEPT Icebug presents a new model in the Trail Walking collection for Summer 14
Icebug is all about function with style. In Linden, Icebug has taken the best of a walking shoe and wrapped it in a well dressed appearance. For you to walk comfortably in, but still look sharp. Less features and a cleaner look than the bigger brother Spruce, that is Linden. Fewer features don’t compromise with performance though since Linden is a fully capable walking shoe. The lacing system and the nubuck/leather upper embraces the foot firmly and the properties of the sole unit, stability and great roll, encourages long walks. RB9X outsole means great grip even on wet rocks, an invaluable asset that makes Linden a reliable partner. – It is a flexible, soft, light but yet stable shoe. It’s a perfect combination between a dressed shoe and a shoe with a lot of function. Linden delivers all the things a walking shoe should do, but it does it in a package that is colored by a city life, says Karin Lundqvist, head of design at Icebug. So, here’s a comfortable shoe with an amazing grip provided by the RB9X, for people that wants to step up from the ordinary walking shoe for city life, to something much more.
Want to know more about Linden RB9X? Please contact: Marie Thomasson, PR Mananger mt@icebug.se
+46 (0)722 46 11 46
ICEBUG: Is a Swedish shoe brand that started to challenge the global footwear gigants back in 2001. Icebug is driven by innovation, creativity and integrity – a passion for making functional and stylish footwear. Read more about us at www.icebug.se.
PRESS RELEASE JULY 2013
FRESH2 – A NEW COMFORTABLE WAY TO ENJOY YOUR EVERY DAY Icebug presents a new Relax model for Summer 14
To wear a Icebug shoe should be a fun and comfortable way of living. So Icebug started thinking about how to take that one step further. The result became Fresh2. When you get back home after a long run or perhaps an even longer walk of course you usually feel good inside. Your feet on the other hand can be quite tired. The ”perfect idea” then would be to wear a pair of shoes that feels airy and that could help your feet to relax without them being too passive. Well, that’s just what Fresh2 came for. We have taken the best of Fresh, the very comfortable outsole with the unique pattern, and developed it into a sporty looking shoe that represents health. The slightly unstable EasyStreet sole unit works with your feet in a comfortable and healthy way. Airy Mesh and mesh insock lining helps hot tired feet to cool down and and top of that - it is nice to look at! A clean minimalistic design gives Fresh2 the true iconic Icebug look. – Icebug is all about outdoor activity. The brand covers everything from racing orienteering to city walks, but you’re also on the move in your every day life. So we needed a good for shoe for that. Fresh2 is the perfect way to give the market the whole package, says Karin Lundqvist, Head of design at Icebug. Fresh2 is so smooth and flexible it feels like walking barefoot, but with the advantage of a sole providing protection from the ground. The upper has seen a design update compared to the last version as the it now is even sleeker than before. The upper is also very thin and airy and keeps the foot cool, just like an ideal summer shoe should. The last is a bit more shaped than before and the arch support is good but still very flexible to allow the foot to move and work in a natural way. Fresh2 is a shoe for all people that craves comfort and a really cool shoe!
Want to know more about Fresh2? Please contact: Marie Thomasson, PR Mananger mt@icebug.se
+46 (0)722 46 11 46
ICEBUG: Is a Swedish shoe brand that started to challenge the global footwear gigants back in 2001. Icebug is driven by innovation, creativity and integrity – a passion for making functional and stylish footwear. Read more about us at www.icebug.se.