PUMA® INTRODUCES SELF-LACING TRAINING SHOE FIT INTELLIGENCE

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hong kong - january 31, 2019

Sports Company to select tech-savvy people to beta test most advanced technology platform for performance fit

Sports company PUMA has introduced its new state-of-the-art technology platform Fit Intelligence (Fi) that is designed to automate and finetune performance fit for PUMA footwear.

The first Fi footwear style to be launched is a training shoe that is made for workouts and light running. It employs a micromotor to power a uniquely configured cable system that “laces” the shoe, either through simply swiping on the Fi module up or down. It comes with a smart sensing capability that learns the shape of the foot of each user and adapts the fit of the shoe to the individual. Athletes can also monitor, adjust and finetune fit through a smartphone app. To make things even more athlete-friendly, users can make on-the-fly adjustments with their Apple watch. The technology was built to train smart and is designed for modern mobility. It can handle the urban landscape and the gym making it right for the daily routine of a connected generation. “We have created a product that speaks to the future of sport which is life in motion. It’s fast and changing all the time,” said Charles Johnson, PUMA’s Global Director of Innovation.

Fit Intelligence can be deployed to a range of different sport and lifestyle products. It follows PUMA’s vision for performance products that are Adaptive Dynamic and respond to athletes and their environment. Through Fit Intelligence, PUMA has made fit intelligent and adaptive to each user.

PUMA has a 70-year history of being a leader in sports and innovation. In 1968, the brand crafted the first laceless sports shoe with Velcro™ straps, in 1991 the first cable closure with the PUMA Disc and in 2016 the first ever wirelessly connected adaptive fit shoe called AutoDisc.
The AutoDisc was the predecessor to Fit Intelligence and since then, the company has been working tirelessly on improving functionality, user interface and durability.

The result is now a technology that is smaller, lighter and more commercial, with a breathable upper for more comfortable trainings. It also comes with an industrial grade fiber support system strategically placed for optimal hold and a forefoot lockdown band.

The reveal event took place in Hong Kong, the global hub that connects beta technology with mass production. It is among the most diverse and hyper connected urban settings on earth, fitting to the active mobile lifestyle, for which Fit Intelligence was designed. Attendees saw a video testimonial of Fi put to the test by global technology investment icon Bay McLaughlin. Technology professionals and fans got a real-world view on how Fi delivers to unmet needs of connected entrepreneurs.

To view a replay of the event, click here
To view the tech video, click here

“As a global investor in wearable technologies, I know how hard it is to get a product like Fi right and after my first week with the shoes, it’s clear that PUMA is taking this platform very seriously and I’m impressed”, said Bay McLaughlin.

To be able to fully adapt to our consumers’ needs, PUMA – for the first time ever - will allow tech-savvy people to participate in beta testing of Fi to help the Brand think of ways of making it even smarter and more powerful. “Fi is a platform that can be used for many different things. We want to learn what those things are from people who have experienced it,” said Charles Johnson. The testers will be able to give feedback on the usability, design, engineering, and wearability of the shoe. Through this, PUMA is able to work hand in hand with its consumers to create the best smart fitting product in the market.

Anyone can sign up for the Fi Beta Test program through PUMATRAC, PUMAs training app which is available on the App Store and on Google Play. People will get the opportunity to register for the program, start a workout, go for a run or connect with friends. PUMA will announce on PUMATrac and its website when and how to sign up.

The Fi training shoe will be available for consumers in 2020.

Follow @PUMA and @PUMAperformance or visit https://about.puma.com/en/innovation to learn more about PUMA’s innovative products.

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