Living in Southern California not a day goes by when I don't see kids-young, old, and every age in between, riding a skateboard. Until Tuesday I had never thought about the technology that went into the shoes. Helmets, yes. Shoes, no.
I was invited to the Sole Technology headquarters in Orange County to learn about their company, their biomechanics lab, and their line of skateboarding and action sports shoes.
Sole technology is the parent company of the etnies, Emerica, es, thirtytwo and Altamont brands. The company, founded in 1986, was the brainchild of Pierre Andre Seinzergues, when he couldn't get skate shoes that would last more than a few hours at a time. Skateboarding is extremely hard on shoes!
My favorite part of the day was visiting the Sole Technology Institute. From their website:
The Sole Technology Institute or "STI" is the world’s first and only scientific sports research lab dedicated to the study of action sports.
This is Ryan, and he is a lab rat. Seriously. That's what they called him.
He gets to do this for his job.
He lands on the square, it is called a 'force platform' and it measures how much force is exerted on the body. This lab has measured up to 17 times body weight in force on the human body. In comparison, running only exerts about 5 times the force. That's some serious force.
STi has used these measurements to develop better shoes to protect a skater's feet. They developed a machine to test the fabrics used in the shoes and their patented esuede stands up to grip tape better than other fabrics that they put on skate shoes. So cool!
For the moms of little ones, their new Grow With Me fit for toddler shoes is genius. They meticulously measured toddler feet and found big differences from adult feet-and made shoes to grow with your child. Instead of keeping a pair of shoes for just a few months, the removable insoles help your toddler's shoes last for a whole extra size.
So here's the good stuff for you!
If you live in Southern California:
During the time of the promotion (Nov. 17- Dec. 4) selected etnies retail partners will be giving an etnies tote away as a gift with purchase of each pair of etnies shoes. The following local retailers will be participating in the promotion:
• Orange County
Newport Shoe Bootery (Shoe Box)
41041 Newport Center Dr.
Newport Beach, CA
• Los Angeles
329 W. 6th Street
San Pedro, CA 90731
• Inland Empire
Powder & Sun
16210 Bear Valley Rd.
Victorville, CA. 92392
For all others interested in purchasing etnies shoes or apparel:
etnies exclusive promotion includes $10 off for every $40 spent on etnies.com and free
shipping. The promotional code is “ETNIES FAMILY,” and this promotion will run from Nov.
17 – Dec. 4.
So take advantage of this great opportunity to get great shoes for your little skater at a great price. Believe me, I'm the cool mom right now!