WALTHAM, Mass., July 7, 2008 – Etonic Worldwide takes a leap forward in performance footwear with the introduction of its 2008-09 Golf Footwear Line. The breakthrough lineup features three new models: Stabilizer, Sof-Tech and Dry Essentials. Each model features Etonic’s state-of-the-art PowerPlay™ Outsole System, which incorporates six integrated technologies that work in harmony to deliver superior traction, balance and power. Etonic calls it “Power Up Technology™” and by all evidence it could change the game from the ground up.
A RETURN TO CORE VALUES
“This new line of footwear is our first step toward returning the Etonic brand to its roots,” said Tom Elwell, CEO, Etonic Worldwide. “In addition to providing Etonic’s legendary comfort, and craftsmanship, we’re reintroducing tradition-inspired styling that reflects Etonic’s heritage in the game. Most important, the entire line incorporates new state-of-the-art biomechanical functions designed to enhance player performance. “Game Improvement” was the pillar of the brand’s success in the 80s and 90s. And that’s where we’ve taken things to a whole new level.”
GOLF’S PREMIER TECHNICAL FOOTWEAR BRAND
“Over the last 18 months we’ve spent significant time researching the dynamics and critical balance points that occur throughout the full cycle of a golf swing,” said Elwell. “We’ve used this extensive research to engineer the PowerPlay™ Outsole System. The outsole is designed to work with the foot’s natural anatomy to promote traction, flexibility, stability and the range of motion required to execute proper footwork and optimize balance. This results in improved ball-striking while maximizing power transfer to the ball. Our equation is Traction plus Balance equal Power.”
POWERPLAY™ OUTSOLE SYSTEM
Featuring Etonic’s game-changing technical innovations:
Inside-Out Spike Placement strategically positions spikes to both accept and transfer the forces generated during a golf swing to maximize traction, stability and balance.
PowerSpike™ was created in conjunction with SoftSpikes® and features a center stud that works in harmony with the cleat’s eight vertical sidewalls to provide a 25 percent increase in traction.
PowerPod™ is positioned under the arch area in each shoe to provide additional arch support and traction during the drive, impact and follow through phases of the swing.
PowerPlay Flex Zone allows the shoe to flex precisely with the foot, keeping the outsole connected to the ground longer for improved traction, stability and balance.
Dynamic Reaction Plate promotes stability and balance by assisting in preventing the foot from rolling outward during back swing and follow through.
Stabilizer Heel Technology shapes the midsole and outsole platform to provide optimum platform stability and motion control during the swing.
ETONIC’S 2009 Performance Footwear Line
Stabilizer
Etonic’s flagship model is designed for the frequent player who’s driven to improve their game and sees golf footwear as performance equipment.
Upper
• Premium, full-grain waterproof leather uppers
• HydroGuard® waterproof membrane
• Two-year limited waterproof warranty
• Saddle support straps for enhance midfoot stability
In-Shoe
• Analine leather linings for the ultimate in comfort
• Removable PU footbed for resilient cushioning
• Suede-Tech Microfibre Sock liner for cool, dry comfort
• Shocksorb™ insole bed for premier cushioning
• New Stabilizer II last
Outsole
• Tri-density TPU PowerPlay™ Outsole System
• Injected EVA Midsole for lightweight comfort and cushioning
• Fast Twist™ 9 Cleat Insert System
• PowerSpike™ Cleat by Softspikes®
The Stabilizer debuts this September in neo-classic style with three color-patterns: black, white/black and white/brown. The suggested retail price for Stabilizer is $165.
Sof-Tech
Sof-Tech is designed for the intermediate player who prefers unparalleled comfort, casual inspired styling combined with performance-enhancing technology.
Upper
• Premium, full-grain waterproof leather uppers
• HydroGuard® waterproof membrane
• Two-year limited waterproof warranty
• D-Ring lacing system for improved comfort and fit (available in Sof-Tech Casual)
In-Shoe
• Butter-soft linings for lightweight comfort
• Removable PU Insole for resilient cushioning
• Suede-Tech Microfibre Sock liner for cool, dry comfort
• ShocksorbTM insole bed for premier cushioning
• New Sof-Tech last
Outsole
• PowerPlayTM Outsole System
• Injected EVA Midsole for lightweight comfort and cushioning
• Fast TwistTM 9 Cleat Insert System
• PowerSpikeTM Cleat by Softspikes®
Sof-Tech is available in September in two styles casual and dress. The casual line comes in two color patterns: white/brown/black and black/brown. The dress line comes in three color patterns: white, black and white/black. The suggested retail price for Sof-Tech is $120.
Dry Essentials
Dry Essentials are designed for the recreational and beginner golfer, providing the basic performance attributes required to enjoy the game.
Upper
• Premium, waterproof leather uppers
• HydroGuard® waterproof membrane
• Two-year limited waterproof warranty
In-Shoe
• Butter-soft linings for lightweight comfort
• Removable EVA footbed for resilient cushioning
• Suede-Tech Microfibre Sock liner for cool, dry comfort
• ShocksorbTM insole bed for premier cushioning
• New Stabilizer II last
Outsole
• PowerPlayTM Outsole System
• Injected EVA Midsole for lightweight comfort and cushioning
• Fast TwistTM 7 Cleat Insert System
• StabilizerTM Cleat by Softspikes®
Dry Essentials will be available in September in one style with five color patterns: black/white, brown/white, black/brown, black/burgundy, and black. The suggested retail is $95.
“This is a new beginning for Etonic,” continued Elwell. “We’ve spent a year and half working to improve every component of the golf shoe. From superior traction to increased flexibility and stability to added comfort features; golfers will see, feel and experience the Etonic difference.”
Etonic’s 2008-09 Performance Footwear Line will be supported by an integrated marketing campaign that includes print advertising, in-store point-of-sale and an aggressive Internet component.
Founded in 1876 by Charles Eaton and headquartered in Waltham, Massachusetts, Etonic builds footwear based on technical innovation, superior quality and ultimate comfort. Etonic offers men’s and women’s footwear and accessories for golf, running, and bowling. For information on Etonic call 1-866-8-ETONIC (386642) or log onto www.etonic.com.
Contact:
Jackie Beck, 860.304.3643, or jackiebeck00@hotmail.com.
