RUNNING & FITNESS
NEW TOP - DETROIT TARGET CONSUMER Neutral runner Needs: - maximum cushioning - reactivity
PRODUCT DEVELOPMENT Collaboration with the University of Pavia for the development of new technologies and for product testing Etonic support for technical details (structure and materials)
DETROIT PRODUCT TESTING Test equipment: Slow motion camera to study the movement of the runner
Opto Jump bars to record entry and exit speed
Novel® sockliner to record foot pressure
DETROIT PRODUCT TESTING
Comparison of the new Lotto Detroit with 4 competitor products of the same category (main benefit: max cushioning, weight: 300-400 gr):
Adidas Supernova Cushion 7 Asics Cumulus 10 Mizuno Wave Nexus 2 Nike Pegasus 25
Comparison parameters:
DETROIT TEST RESULTS Peak Pressure → Cushioning
Contact Time → Reactivity
Lotto Detroit proved to have the best cushioning and the best reactivity simultaneously
Adidas Supernova has a great cushioning but poor reactivity
Mizuno Nexus is very reactive but not well cushioned
Asics Cumulus e Nike Pegasus do not excel in cushioning nor in reactivity
OTHER FEATURES COMPARISON Peso -
Wave Nexus 2 : 316 gr
-
Detroit: 330 gr
-
Gel Cumulus 10: 335 gr
-
Air Pegasus+ 25: 337 gr
-
Supernova Cushion 7: 363 gr
Among the products of the same category (300-400 gr) Lotto Detroit has an average weight
Prezzo -
Detroit: 85 €
-
Air Pegasus+ 25: 110 €
-
Supernova Cushion 7: 115 €
-
Wave Nexus 2 : 115 €
-
Gel Cumulus 10: 125 €
Lotto Detroit proved to perform better than more expensive competitor products
DETROIT Different internal/external cushioning
ReActiveArch support
Integrated heel support
Front cushioning cell Rear cushioning cell
Main cushioning component
DETROIT ReActive Insole Lateral microinjection Reflex insert
Injected EVA Nylon Air Mesh
DETROIT
The flexion channels allow the insole to adapt better to the shape of the foot, increasing reactivity and reducing foot traumas
The ridges positioned on the upper part of the insole provide arch massage which aids circulation
Transpiration holes for a better heat and humidity dispersion
SS10 COLLECTION STRUCTURE ATHLETIC Target consumer Top products: neutral runner Entry products: consumer who wears sport looking shoes in the free time
WALKING
FITNESS
JUNIOR
Target consumer
Target consumer
Target consumer
Consumer with classic taste who wears leisure shoes with a sporty shape and fit in the free time
Consumer who wants a specific shoe for workout
Kids that use shoes for sport activity, for going to school, and for the free time
Consumer who wants a specific shoe for trekking/cross training
Distribution
Distribution
Distribution
Distribution
Top Products: Sport generalists Key Accounts
Key Account
Key Accounts
Key Accounts
Shoes generalists
Sport generalists
Shoes generalists
Shoes generalists Prodotti Mid-Entry: Key Accounts Shoes generalists
RUNNING LINE SS10 NEW INTRODUCTIONS: - Detroit: new top product of the Athletic Running Line - Montreal: new trekking shoe
NEW TECHNOLOGIES: – ReActiveArch – New Syn-pulse
ATHLETIC RUNNING SS10
PRICE POSITION
TOP
MAN
WOMAN
Detroit
Los Angeles II
Los Angeles II W
MID Madrid
Madrid W
Valencia
Lisbona W
LOW
ATHLETIC RUNNING MAN
PRICE POSITION
DETROIT
NEW
Technical features TOP
- Max cushioning for neutral runner - Weight: 330 gr (size 9) - Highly breathable Air mesh - Ultralight injected EVA midsole - Removable ReActive Insole
MID
Technologies - ReActiveArch: concave sole on the forefoot for maximum reactivity, cushioning, and stability - New asymmetric Syn-Pulse, with integrated heel support, developed for the specific needs of the runner
LOW
PRICE POSITION
ATHLETIC RUNNING MAN LOS ANGELES II
TOP
NEW
Technical features - Max cushioning for neutral runner - Weight: 335 gr (size 9) - Highly breathable Air mesh - Ultralight moulded EVA midsole
MID
Technologies - ReActiveArch: concave sole on the forefoot for maximum reactivity, cushioning, and stability - Syn-Pulse with SBS inserts for a progressive and elastic cushioning
LOW
ATHLETIC RUNNING MAN
PRICE POSITION
MADRID TOP
NEW
Technical features - Synthetic leather and breathable nylon mesh - Light moulded EVA midsole
Technologies - SBS Soft-pulse
MID
LOW
- Thermoplastic Foot Arch Support (FAS)
ATHLETIC RUNNING MAN
PRICE POSITION
VALENCIA TOP
NEW
Technical features - Synthetic leather and breathable nylon mesh - Light injected EVA midsole
MID
LOW
PRICE POSITION
ATHLETIC RUNNING WOMAN LOS ANGELES II W
TOP
NEW
Technical features - Max cushioning for neutral runner - Weight: 300 gr (size 38) - Highly breathable Air mesh - Ultralight moulded EVA midsole
MID
Technologies - ReActive Arch: concave sole on the forefoot for maximum reactivity, cushioning, and stability - Syn-Pulse with SBS inserts for a progressive and elastic cushioning
LOW
ATHLETIC RUNNING MAN
PRICE POSITION
MADRID W TOP
NEW
Technical features - Synthetic leather and breathable nylon mesh - Light moulded EVA midsole
Technologies - SBS Soft-pulse
MID
LOW
- Thermoplastic Foot Arch Support (FAS)
ATHLETIC RUNNING MAN
PRICE POSITION
LISBONA TOP
NEW
Technical features - Synthetic leather and breathable nylon mesh - Light moulded EVA midsole
MID
LOW
WALKING RUNNING SS10
PRICE POSITION
MAN
WOMAN
TOP
MID Montreal
LOW
Toronto II
Belfast LTH
Belfast NU
Tokio II
WALKING RUNNING MAN
PRICE POSITION
MONTREAL TOP
NEW
Technical features - Trekking shoe - Natural suede and nylon mesh upper, reinforced with PU inserts - Injected EVA midsole
MID
LOW
WALKING RUNNING MAN
PRICE POSITION
TORONTO II TOP
ORS COL W E N
Technical features - Cross training shoe suitable also for free time usage - Synthetic leather and nylon mesh upper - Moulded EVA midsole
MID
LOW
PRICE POSITION
WALKING RUNNING MAN BELFAST LTH
TOP
NEW
Technical features - Free time shoe for everyday usage - Synthetic leather and nylon mesh upper - Injected EVA midsole
MID
LOW
WALKING RUNNING MAN
PRICE POSITION
BELFAST NU TOP
NEW
Technical features - Free time shoe for everyday usage - Synthetic nubuck leather and nylon mesh upper - Injected EVA midsole
MID
LOW
WALKING RUNNING WOMAN
PRICE POSITION
TOKIO II W TOP
NEW
Technical features - Free time shoe for everyday usage - Synthetic leather and nylon mesh upper - Moulded EVA midsole
MID
LOW
PRICE POSITION
FITNESS WOMAN SS10
MID Melody Mid W
LOW
Newbeat W
PRICE POSITION
FITNESS WOMAN SS10 MELODY MID W
TOP
ORS COL W E N
Technical features - Workout shoe - Synthetic leather and air mesh upper - Light moulded EVA midsole - Specific outsole for maximum flexibility
MID
LOW
FITNESS WOMAN SS10
PRICE POSITION
NEWBEAT W TOP
NEW
Technical features - Workout shoe - Synthetic leather and air mesh upper - Light moulded EVA midsole - Specific outsole for maximum flexibility
MID
LOW
PRICE POSITION
JUNIOR RUNNING SS10
TOP Tornado IV JR (27-35 strap)
MID
LOW
Madrid JR (27-35 strap, 36-39 laces)
Valencia JR (27-39 strap + laces)
Valencia INF (20-26)
Valencia JR LTH (27-39 strap + laces)