From their latest press release:
Brooks PureDrift Revealed as Newest PureProject Shoe, Gives Runners the Ultimate Connection with the Ground
Leading Running Company Announces the Next Generation of its Award-Winning, Lightweight Footwear Collection
Bothell, Wash. – May 22, 2012
Taking its PureProject collection to the next level, Brooks Sports today unveiled the second generation of its PureProject line, including an all-new shoe, the PureDrift. The lightest shoe in the collection, the PureDrift further amps up the runner’s connection with the ground and his or her body. The new shoe features a natural fit, light mesh upper and the ability to modify the shoe to a zero offset while maintaining surprising comfort. PureDrift launches at retail in Jan. 2013, as part of the second iteration of the PureProject line.
“PureProject was met with a lot of excitement when it launched, as runners gravitated toward the lightweight ride,” said Andre Kriwet, director of footwear product management at Brooks. “As we thought about what was next, our focus shifted to further honing in on fit, and designing an even lighter, more flexible shoe. Every detail of the PureDrift is engineered to allow the entire shoe to work with the foot in a more natural way. The runner truly drives the experience and the foot drives the shoe.”
Backed by running biomechanics research in partnership with Prof. Dr. Gert-Peter Brüggemann and Prof. Dr. Joseph Hamill, the PureDrift features the original PureProject technologies—Ideal Heel and Nav Band—as well as:
- A dual toe flex located at the three functional units of the foot, allowing for increased joint articulation and a more connected feel
- A blended BioMoGo DNA midsole that adapts to a runner’s individual gait providing customized cushioning with every step
- A removable insole that enables the runner to customize his or her experience from a 4mm offset ready to run out of the box, to a more extreme 0mm offset
- A sleeker anatomical upper with an ultra-breathable mesh that gives the shoe a featherweight, nearly invisible quality that delivers the ultimate connected experience
Brooks also made updates to the four original PureProject styles to deliver new models: the PureConnect 2, PureFlow 2, PureCadence 2 and PureGrit 2. These updates utilize the technologies introduced in the original line, while placing increased emphasis on fit. Each upper has an all new design that wraps the foot, delivering a customized feel while allowing the foot to move more naturally.
The PureGrit 2 also debuts a new outsole design. A more aggressive, multi-directional lug pattern provides better traction for maneuvering tough trails.
Brooks PureProject, initially launched in Oct. 2011, introduced a new way to experience lightweight running. This unique position in the market has caused consumers to Run Happy for the last six months. Since October, Brooks has held the number one position in minimalist running footwear sold at U.S. specialty running stores (SRA) and in March, earned 33.3% market share, according to Leisure Trends Group’s Running Specialty RetailTRAK™. Additionally, the PureCadence has consistently stayed on the podium as one of the top minimalist running shoe at SRA, also according to Leisure Trends Group.
The PureFlow 2 and PureCadence 2 will be available at retail starting Dec. 1, 2012, for $100 and $120, respectively. The PureConnect 2 and PureGrit 2 will hit stores on Jan. 1, 2013, and sell for $90 and $110, respectively. The all-new PureDrift will be available also in Jan. 2013, for $100.
For more information on all of the updates, visit www.BrooksRunning.com/puredrift.