Brooks Turns Running Shoes Into a Couture Affair

In life, we’re always looking for the perfect fit, whether it’s in terms of clothing, a new job or a romantic partner. As runners, we want perfection within our sneakers. We want shoes that make us forget we’re wearing them and those that enhance our runs each time. Of course, even our best-fitting, mass-produced kicks don’t always cut it.

In an effort to reimagine a shoe that every person could love, Brooks partnered with HP Inc. and Superfeet to bring athletes a personalized sneaker that is tailored to their own unique feet. Together with FitStation powered by HP and Brooks Run Signature, the brand will unveil a performance running shoe designed around an individual’s unique biomechanics. Basically, you’re very own couture running shoe.

Available beginning June 2018, select retailers will have in-store FitStations that utilize 3D foot scanning with gait analysis and pressure mapping to design your perfect kicks. “Brooks is committed to providing the fit, feel and ride each runner wants. The ability to give an individual a personalized shoe based on his or her unique biomechanics is a game changer. It is a compelling offering for the runner who is interested in tip-of-the-spear technology and a totally tuned experience,” said Brooks CEO Jim Weber.

To begin the 10 to 15-minute process, first you’ll need to fill out a profile and then walk barefoot across a small, four-foot-long mat. Next, you’ll wait for the system to analyze the data—foot pressure, gait and joint movement—before stepping onto a glass box, one foot at a time. This is where the cool part comes in. The FitStation will create a 3D rendering of each foot following a scanning process which determines basic and more in-depth stats.

Once this is all completed, your FitStation analysis is translated into specific features for each shoe such as arch height and foot pressure measurements. Then Superfeet takes over and makes the physical shoe according to your specifications using a polyurethane injection-molding machine. After finishing your shoe, they’ll be shipped right to your door and voilà, you have custom-made sneakers.

Currently the price isn’t determined for this added option but Brooks is looking to offer it at a low (if any) upcharge. The new footwear will roll out to runners in June 2018 via special order through select retail partners and a list of participating retailers can be found at Superfeet.com/fitstation.