New Altra EGO™ Midsole Material Creates the Holy Grail of Running Shoe Cushioning — Fast and Springy, Yet Comfortable and Soft

SALT LAKE CITY–(BUSINESS WIRE)–Altra Footwear announces Altra EGO™, an innovative new midsole
cushioning. See all of Altra’s new footwear and apparel products at
Booth #36179 at Outdoor Retailer Specialty Market, August 3-6, 2016 in
Salt Lake City.


Altra EGO™ new midsole cushioning material

Altra’s simple but breakthrough FootShape™ toe box and cushioned
ZeroDrop™ platform changed running shoes for the better. The young brand
wanted an equally game-changing cushioning for trail and road running
shoes with outstanding rebound, light weight and superior comfort.

Altra EGO™ is their answer, a proprietary blend of cushioning compounds,
with a name inspired by the dual nature of the new cushioning.

“We’re excited about what we’ve achieved with the Altra EGO cushioning,”
said Golden Harper, founder of Altra Footwear. “Traditionally, running
shoes that felt ‘soft’ could also feel like they robbed energy, a
bit like slo-mo or running in mud. On the other hand, shoes marketed as
performance or responsive are firm and less comfortable.

“Our goal with Altra EGO™ cushioning is to offer the holy grail of
running shoe cushioning — fast and springy, yet comfortable and soft.”

Harper believes this cushioning is perfect for elite runners because the
shoe “runs fast and feels responsive,” yet ideal for recreational
runners because it feels distinctively soft and comfortable underfoot.

Unlike traditional EVA midsoles, Altra EGO performs better and more
consistently in extreme temperatures. In tests against traditional
running shoe foams, Altra EGO has high long-term durability to maintain
excellent cushioning and energy return properties throughout the life of
the shoe.

On shoes, the new midsoles are highlighted with a distinctive design
inspired by the inherently strong, light, yet resilient design of a
spider web.

Altra Escalante™ with Altra EGO

Introducing Altra Escalante™ with Altra EGO, featuring energetic rebound
in a moderately cushioned package that’s noticeably thinner than
conventionally cushioned shoes. The richly colored engineered-knit upper
provides a sleek aesthetic and a sock-like fit.

The spectacular natural environment of Utah, Altra’s home state,
inspired the shoe’s name. The Escalante River winds through sinuous
sandstone gorges and creates the undulating patterns emulated in the
shoe’s knit upper. This river and the rugged canyons which drain into it
form a key section of Utah’s Grand
Staircase-Escalante National Monument
, providing nearly two million
acres of scenic roads and trails for running, hiking and backpacking.

Like all Altra shoes, the Escalante features the FootShape™ toe box,
cushioned ZeroDrop™ sole and truly female specific fit, with a new name,
Fit4Her™.

Stack height: 25 mm, built on Altra’s PFS performance last

Weight: 8.2 ounces/232g (men’s sample size 9), 6.5 ounces/182g (women’s
sample size 7)

Colors:

  • Men’s: Gray, Blue, Red
  • Women’s: Magenta, Blue, Gray

MSRP: $130, available now.

Altra King MT™ with Altra EGO

Introducing the Altra King MT, made for runners whose idea of fun
involves mud, wet grass, and burly mountain climbs. This shoe includes
significant 5.5 mm outsole lugs designed for lateral braking, medial
gripping and maximum traction in wet and slippery conditions.

Topping that traction is the Altra EGO mid-sole, a new compound with
high rebound at a low weight. A flexible StoneGuard™ rock plate adds
extra underfoot protection. The King MT has the most supportive upper of
any Altra with TPU overlays on durable polyester ripstop fabric. New is
the FootLock™ feature, a midfoot strap to lock the foot in the shoe on
steep ascents and descents.

The King MT is named for Utah’s highest peak, continuing Altra’s
tradition of naming its trail shoes after iconic mountains in its home
state.

Like all Altra shoes, the King MT features Altra’s award-winning
FootShape toe box and cushioned ZeroDrop platform. These features
combined with the aggressive TrailClaw™ metatarsal lugs, Vibram
MegaGrip™ outsole and low 19 mm stack height make this shoe
ideal for obstacle course racing and the growing sport of mountain
running, or Fell
running
, as it’s known in Europe.

Stack height: 19 mm

Weight: 9.5 ounces (men’s sample size 9), 7.8 ounces (women’s sample
size 7)

  • Men’s: Black/red, Grey, Royal blue
  • Women’s: Black, Magenta, Teal

MSRP: $140, available now.

About Altra

Altra Footwear has shoes for road, trail, track, treadmill and
every day, as well as a full line of running apparel. Altra is now the
third largest trail shoe brand sold in run specialty with three of the
top seven trail-running shoes, according to data from NPD: Altra Lone
Peak, Superior and Olympus.

Altra’s running shoe innovations are born from long hard runs in the
Wasatch Mountains, just minutes from Altra’s Utah headquarters. Founder Golden
Harper
, a former All-American runner who loves to run to the top of
difficult mountain summits, invented a cushioned ZeroDrop shoe and a
foot-shaped toe box, features that are now found on every Altra shoe. Co-founder
and Global VP of Sales
 Brian Beckstead completes at
least one ultramarathon each year, including Eco-Trail Norway in 2016,
Ultra Trail Mont Blanc and the Wasatch 100 in 2015 and Ultra Trail Mt
Fuji in 2014.

Altra’s recent awards include Harper,
Beckstead and co-founder Jeremy Howlett named to the 2016 “40 Under 40
Award” from SGB, Sporting Goods Business;
in July of
2016 the Altra Lone Peak 3.0 Neoshell MID won “The
Apex Award” from Polartec 
and the original Lone
Peak Neoshell won “Top
Gear Picks” from Gear Junkie
; the Altra Olympus 2.0 won “Editor’s
Choice” from Trail Runner
and “Comfiest
Runner” from Backpacker;
the Altra Performance Half Zip
jacket won “Most Innovative” from UltraRunning magazine and
many more. Follow @AltraRunning and #ZeroLimits on Twitter, Instagram
and Facebook and at
AltraRunning.com.
Altra® Footwear is a registered trademark of ICON Health & Fitness, the
world’s leading health and fitness innovator, based in Logan, Utah.

Contacts

ICON Health & Fitness
Colleen Logan, 435-757-4601
VP
Marketing
clogan@iconfitness.com