Altra Zero Drop Footwear- Company Review
One of my goals as a runner is to understand the company behind the products I use. Being a firm believer in supporting small business I decided to start learning more about the business instead of just sampling the products.
Altra Zero Drop Footwear caught my eye as a natural fit for an interview. The story behind this company is a story like many others in the small business world. Altra Zero Drop Footwear started out of necessity to fill a need in their own personal life as well of that of their customers for biomechanically correct footwear. Starting out as a injured runner who learned proper form to developing a shoe that is healthy for other runners. Read their story here
Jeremy Howlett (Founder) took the time to answer a few questions for me about their product and why it was developed.
Golden Harper – with the "Best Debut" trophy from Runner's World
With the recent increase in minimalist products how does your product differ?
We are not strictly minimalist. We have found that there are benefits to cushioning and frankly, most runners prefer it. We have developed footwear that mimics barefoot, but with average forefoot cushioning. We have developed shoes that are currently the only fully cushioned, foot shaped, Zero Drop(tm) shoes on the market currently.
These benefits allow average runners to be able to enjoy the benefits of traditional cushioning with their feet and body in a more natural position giving them barefoot like benefits.
The Lone Peak- Trail Altra Zero Drop Footwear
What is the farthest anyone has ran in a pair of your shoes? Have they been tested atWesternStatesor any of the big Ultra Marathons?
There have been many half-marathons, marathons, 50 milers, 100ks, 100 milers and even Badwater was run in our shoes. Among the list is most of the major marathons for the past 9 months, Leadville, Hardrock, Wasatch 100, Western States, Winner of Laramie 100 and many more.
If I was new to running and only knew about “Modern Running shoes” with the cushion, what advise would you give me to get started, and how would you educate me on the benefits of learning to run in Altra Shoes?
We have found that the line of Altra footwear becomes strongest amongst beginner runners. They are able to learn good habits early. They have not had traditional footwear teach them poor form through the elevated heels and tapered toe boxes. As a beginner you will find more natural form, and better comfort by beginning with Altra Zero Drop(tm) Footwear.
What is best part of being a shoe maker?
Hearing the testimonials of others that have suffered while running and have found the joy and love for running in our shoes.
What is the toughest part of being in the shoe industry?
Honestly, it is as probably expected, going against the multi-million dollar marketing budgets of the bigger companies. It is getting people to understand the benefits of a different product without the large dollars to throw behind marketing.
The Adam- Versatile Minimalist shoe- Altra Zero Drop Footwear
What is new for 2012?
2012 will feature the world’s first stability Zero Drop shoe by utilizing verus wedging instead of dual density posting. Promoting healthier feet while battling excessive pronation from weak feet and legs (Provision & Provisioness). We will also be releasing a durable minimalist shoe (Samson & Delilah). Later this year there will be an approach to racing shoes, triathlon shoes, and more to be seen.
Can you describe for me a little about each of your products and what product you might recommend for a 5K runner, Marathon Runner, or Ultra Rugged Trail Runner?
Most average runners are going to go with the Instinct/Intuition or soon Provision/Provisioness. These provide a cushioned Zero Drop(tm) platform for walking and core running. For trail The Lone Peak is the answer with a rugged outsole design and full length
StoneGuard(tm) rock protection plate. The Adam/Eve make a great lifestyle shoe with extremely versatile benefits for water, outdoors, around town, travel, etc. For short races or the minimalist enthusiast The Samson/Delilah will make the ultimate companion.
Founders of Altra Zero Drop Footwear - Golden, Jeremy, Brian
Anything else you would like to tell my audience about your company and what makes you special?
Each of us run regularly and are committed to making product to help others do so as well. We encourage learning proper running technique and are teaching it across the country through the Learn To Run Initiative. We want others to love to run as we have found the love for running. We are small, but have a big vision and will work extremely hard to bring Altra to the masses and provide products for everyone.
I was turned on to Altra Running at Gazelle Sports a local running store in Grand Rapids. Actually seeing this product was worth the visit. If you have any questions about their product or have used their product please help them out by reviwing their product on their website. http://www.altrazerodrop.com/
Check them out on Facebook, Twitter, Google +, and their Blog
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