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targeting performance every step of the way
- New Balance is taking customization much further than choosing colours or other esthetic details: The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step,[link widoczny dla zalogowanych].
Each athlete runs on a sensitive track to gauge how their feet move; 100 sensors are placed on an insert inside the shoe to measure pressure at different points; and a motion capture system - like the ones used for video games and movies - adds stride and broader movement into the equation. Based on the biomechanical data,[link widoczny dla zalogowanych], custom spike plates,[link widoczny dla zalogowanych], the part of the shoe that actually connects with the ground,[link widoczny dla zalogowanych], are created.
Right now, the process is only for New Balance elite,[link widoczny dla zalogowanych], sponsored athletes, but, said Katherine Petrecca, the company's business manager of studio innovation,[link widoczny dla zalogowanych], that will change with time.
"The technology is early and our implementation is still really in a very early phase,[link widoczny dla zalogowanych], but you can envision as the technology improves and capacity increases - and cost comes down - the audience who will benefit from customization will just grow and grow and grow. This will get down eventually to the casual athlete," she said.
Some top runners helped in the development: 1500-meter World Champion gold medallist Jenny Barringer Simpson, 2012 US Olympian Kim Conley,[link widoczny dla zalogowanych], 2012 British Olympian Barbara Parker and All-American runner Jack Bolas.
A bonus? The addition of the athlete's signature to the plate as if they were signing an autograph,[link widoczny dla zalogowanych], noted Chris Wawrousek, studio innovation lead designer.
The combination of demand and technology felt like a watershed moment for the industry, said Wawrousek, studio innovation lead designer. "It feels like a new industrial revolution in some ways. We're no longer limited by scale to produce a product,[link widoczny dla zalogowanych], and customization can be totally practical,[link widoczny dla zalogowanych]," he said.
The athletes themselves were another factor. "It almost never happens that you put an athlete in a shoe,[link widoczny dla zalogowanych], and they don't have some comment about it,[link widoczny dla zalogowanych]," Wawrousek added. "In this case,[link widoczny dla zalogowanych], we can have an athlete say, 'This one particular spike is in the wrong place. Can you move it?' In this case, we can say,[link widoczny dla zalogowanych], 'Yes!"相关的主题文章：

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