FootBalance’s 3D foot scanning technology, MyFootBalance, was recently named the winner in the Medical Category at the 2024 Sports Technology Awards. The awards ceremony, held on May 9 in London, brought together global leaders, visionaries, organizations and startups to celebrate cutting-edge advancements in sports technology. Winners were chosen across 23 categories, bringing together the spirit of innovation that propels the sports industry into new frontiers.

The judges of the Sports Technology Awards jury praised MyFootBalance, stating, “The technology is very impressive and the results they have achieved speak for themselves. There is a very clear market need and their approach to meeting it is a very good one.”

 What an honor it is to receive this award,” says FootBalance founder, Erkki Hakkala. “When I started developing MyFootBalance in 2018, I faced the challenge of creating technology that didn't exist. Yet, through perseverance and innovation, we brought MyFootBalance to life. Now, with over 700 scanners deployed worldwide across sports, medical and outdoor industries, it's clear that our vision has been embraced not only by our partners but also by the sports technology industry.

FootBalance Appoints Atul Midha as New CEO

In other news from FootBalance, the company recently appointed Atul Midha as chief executive officer. Midha joins FootBalance following senior leadership roles at companies such as Eton Shirts, Giorgio Armani and a number of fashion retail and tech startups, where he successfully drove growth and operational excellence. 

"I am honored to join FootBalance and lead this dynamic team," says Midha. "FootBalance has built a strong reputation for innovation and quality. I am excited to contribute to the company's continued success and to deliver outstanding products and services to our customers worldwide. We have an opportunity to become the market leader in this field, by ramping up our expansion plans with the support of IPGL, our parent company.” 

"We are excited to welcome Atul Midha to FootBalance,” adds FootBalance founder Erkki Hakkala. “His leadership and customer-centric approach will undoubtedly propel the company forward. Atul's commitment to enhancing customer experience aligns with our core values, and I look forward to seeing the company thrive under his guidance."

Adidas Terrex Opens Showroom in Downtown Boulder

In a move to “reaffirm and celebrate its long-term commitment to investing in the outdoor industry at large,” as well as marking a significant milestone in the brand’s journey towards growing its presence in Colorado, Adidas Terrex recently opened its first showroom in downtown Boulder, CO. In addition to retail the space will apparently also be used for local events.

New Product: Tifosi Neon Lights Collection

Tifosi Optics recently launched its Neon Lights Collection, described as “a bold, color-on-color look” available in its most popular lifestyle frames. The entire collection is priced at a modest sub $35 price point, and features 100 percent UVA/UVB resistant shatter-proof, polycarbonate lenses and hydrophilic Grilamid TR-90 frames that are anti-bounce, lightweight and durable. The line includes: 

  • Sanctum: Now in Amber Blaze, Hyper Lime, and Purple Punch. For all sports and outdoor activities, like running, cycling, and pickleball, Sanctum is for anyone who wants the extra coverage or oversized look of an active-lifestyle shield.
  • Sizzle: Now in Sky Blue and Pink for long runs and aerobic activities. It is a shield-style pair of shades designed to stay in place. 
  • Smirk (in photo above): Now in Electric Blue, a classic stylistic with features like a keyhole bridge and soft square edges, versatile for any activity.
  • Swank: Now in Green, Purple, and Pink, weighing in at just 23 grams (equivalent to an AA battery).
  • Swank XL: Now in Atomic Orange, with the features of the Swank – just in a bigger, bolder size.
Craft Unveils Ever-Changing Logo

A new logo launched by Craft actually reacts to how people run by using Strava data, offering a new way of visualizing and sharing a run. It is part of the brand’s recurring social runs all over the world, called Craft Social Run, that give runners the opportunity to run with coaches, socialize with the running community and try out new shoes and products from Craft.  

When creating the visual identity for Craft Social Run, creative agency Forsman & Bodenfors tapped into what runners are obsessed with the most: sharing their runs on Strava. The API is available through Craft’s Strava account and all social run organizers and participants can access it. The graph shows distance horizontally by adding 2 pixels per kilometer, and the average pace per kilometer vertically. The API uses the regular Strava posts, but turns the photos black and white and adds the customized Craft Social Run logo. 

“We embraced the most established digital behavior within the running community, and created an ever-changing logo, made to be shared.” Explains Niklas Moberg, Head of Brand at Craft Sportswear. 

Tailwind Dauwaltermelon Endurance Fuel Returns

Tailwind Nutrition is re-introducing its popular Endurance Fuel flavor, Dauwaltermelon, inspired by Tailwind Nutrition athlete and 2023’s Triple Crown-winning Ultrarunner, Courtney Dauwalter. First introduced in Spring 2023 as a limited edition, this refreshing flavor is a light and playful ode to the simplicity of those adventurous summer days of childhood. It provides a light, fruity watermelon taste with a hint of lime.

With the Dauwaltermelon flavor earning its badge of honor in the Tailwind lineup as a permanent fixture, it becomes the brand’s ninth full-time Endurance Fuel offering to satisfy your palate while you are out adventuring—wherever your playground may be.

The watermelon with lime sports nutrition drink mix offers complete nutrition with the perfect combination of calories, electrolytes and hydration for athletes with no need for gels, chews, bars, or salt pills. Tailwind’s Endurance Fuel products mix crystal clear with water and are designed to be used during training and racing, without upsetting the stomach. Dauwaltermelon with Lime is available in 50 and 30 serving bags (MSRP: $39.99/$28.99) as well as single serve stick packs. (MSRP: $2.49)."

Reebok Expands FloatZig Franchise
Reebok last week unveiled the expansion of its FloatZig running shoe franchise with the launch of a carbon fiber iteration, the FloatZig X1, along with the new FloatZig 1 Adventure outdoor shoe. Also new are colorways of the FloatZig 1 and FloatZig Symmetros.
The FloatZig X1 (MSRP: $200) is a high-performance running shoe deigned for marathon racing and long distance training. It features a full-length carbon plate between dual density foam layers, a deconstructed engineered mesh upper and outsole materials optimized to be durable yet lightweight.
For the trail runner to the ultralight hiker, the FloatZig 1 Adventure (MSRP: $150) offers added traction and durability with a sticky rubber outsole with angled lugs and a no-debris plate.
Saucony Names Allen-Altimare CMO
Saucony has named Joy Allen-Altimare as its global chief marketing officer, with responsibility for for developing and executing global branding initiatives, including brand positioning, DTC consumer and digital strategies, advertising, international growth initiatives, and expanding Saucony’s global heritage lifestyle business. Allen-Altimare will report to Rob Griffiths, Saucony’s global brand president.
Allen-Altimare has more than 24 years of marketing and sales experience. Most recently, she was the chief revenue officer of North America for Havas Media Network, where she was responsible for overseeing the agency’s client experience, growth and multicultural teams. Before that, she was the chief marketing officer at Kindbody, a tech-driven fertility clinic network where she played a pivotal role in shaping its brand positioning and member experience. Before joining Kindbody, she was the chief revenue officer for EHE Health.