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What Is The Significance Of Lining'S Michelin Soles?

2008/8/12 11:05:00 41752

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Take a closer look at the difference between the professional tennis shoes worn by the British soccer star Mike Owen in the Premier League and the tennis grand stars Andy Roddick participating in the ATP grand slam with other sports shoes.

Yes, it doesn't make any difference from appearance.

Just like looking at a computer, it's hard for you to know if the CPU of this computer is INTEL or AMD.

The relationship between Michelin and sports shoes is similar to that between CPU and computers.

Of course, most consumers in China still have doubts. When Michelin was a tire manufacturer, when did it get involved with sports shoes?

This doubt was widespread until recently.

In March 7th, Michelin announced that they will carry out technical cooperation with the Chinese local brand "Lining" in the field of sports shoes.

In this cooperation, Michelin will apply tire related technology to the soles of Lining brand sports shoes, and bring more athletic and wearable sports shoes to Chinese consumers through Lining.

From trial run to test shoes

Now people know that Michelin also makes shoes for athletic shoes.

The reason is also very simple. All the shoes and shoes are made of rubber.

As early as June 2000, the French company set up a wholly owned subsidiary of Storck, called MichelinLifestyle, which is based in the British city of Storck.

The products provided by MichelinLifestyle cover many fields such as auto parts, sports and leisure products. In the words of Eli Sike, director general of the company, "most products are related to mobility". ElieChkaiban

In this way, you understand why tire companies are going to do sports soles.

In fact, sports shoes have many similarities with their tires in terms of performance and function. They must grip the ground under different ground conditions, different conditions, and even in extreme cases. At the same time, they must be durable, shock absorbing and comfortable.

As a company specializing in tire production, Michelin has a lot of technology and rich experience in dealing with ground contact technology. These experiences and technologies can be applied to the design of sports soles.

Michelin has made an in-depth study of two key issues affecting the performance of tires and sports shoes - patterns and rubber formulations.

They found that the sole pattern is very important to the grip of sports shoes, so the design inspiration of Michelin soles naturally comes from the Michelin tread patterns that are suitable for different road conditions.

For example, for outdoor sports mountaineering shoes, the sole texture is thick. This unique sole texture is inspired by off-road tyres.

The rubber formula determines the performance and durability of the sole.

"It is very important to show the world through shoes to our experience in tire business."

Eli Chkaiban said.

Prior to working with Lining, MichelinLifestyle has started its own technological innovation on Sports soles. They collaborated with UMBRO (Umbro) to create soccer shoes and cooperate with the French brand Babolat to develop tennis shoes.

Michelin is a way of life.

Actually, the sole of sports shoes is only one aspect. From the name of MichelinLifestyle, we can see how rich the content of lifestyle represents.

At present, MichelinLifestyle products mainly involve two fields.

The first area is Michelin brand automotive equipment products.

It includes wiper, pedal inflatable pump, tire pressure gauge, automobile foot pad and automatic air pump.

The second area is sports and leisure products.

Michelin has applied tire related technology to third party brand products, and the development and manufacture of shoe sole belong to this category.

Before, more than 2/3 of MichelinLifestyle's revenue came from Michelin's automotive equipment products, but over time, the proportion of such products will gradually decline.

In 2008, MichelinLifestyle will focus on promoting the development of sports and leisure products related businesses, and plan to achieve an annual average growth rate of over 50% in the next 5 years.

Cooperation with Li Ning Co is clearly part of the strategy.

They see not only Lining, but also China's huge market.

With the approaching of the 2008 Beijing Olympic Games, China's sports market has become one of the fastest growing markets in the world.

In the fierce competition, technological innovation has become one of the core factors of success.

Michelin knows that their chance is coming.

"This cooperation with Lining enables us to display our brand image and our tire technology to a new generation of young consumers in China through more than 5000 sales outlets in a new field."

Eli Chkaiban said.

The company, which has a history of more than 100 years, never seems to lack the power of innovation and development.

Because of tyres.

They want to make maps to facilitate people's repair and travel. They also think of making food maps to satisfy people who love gluttonous food. Later, they want to publish earthwork guides to guide the earth people on the road.

Now, the Michelin green guide and the Michelin red guide for tourism have become the "Bible" of many tourists and gourmet buyers.

In Tokyo, because of the great influence of the gourmet guide, some even suspect that the company called Michelin even made tyres.

In China, people familiar with Michelin tires just know what Michelin sports life is like.

"Every time our boss is serious about teaching, we want to ensure HighQuality (high quality)!"

Kong Yan, manager of Michelin's travel guide in China, said.

For Michelin, rather than its products are related to mobility, it is better to say that the products it provides are related to HighQuality.

This sentence is supported by sports enthusiasts. Anyway, Michelin sports shoes are on the way.