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KURU Footwear Spawns "Performance Foot Health" Category With the Launch of Atom

KURU Footwear Spawns "Performance Foot Health" Category With the Launch of Atom

Building on its success solving daily footwear challenges, KURU® Footwear, an established online footwear brand that fuels movement, is forging a new footwear category—performance foot health–with the debut of the Atom. Available now at KURUFootwear.com, the Atom combines KURU‘s patented, triple-layer, “heel-hugging” technology within a sport casual style for active consumers. Featuring a slim, sock-like design for comfort and a breathable air mesh upper appropriate for full day wear from weight room to break room, the Atom is available this Spring for men ($125) in jet black and colonial blue, and for women ($120) in mauve, jet black and aqua blue.

“Footwear aisles are congested with athletic footwear options claiming convergence of function, performance and fashion, however, shoes worn by people all day require thoughtful consideration of a shoe’s foundation—the sole,” said Bret Rasmussen, founder and CEO of KURU. “Rather than singularly focusing on performance, or style, or function, KURU strives to meet each of those needs while also paying homage to foot health. The Atom combines performance, style and inset technology designed to keep wearers comfortable all day as they move from one activity to the next.”

KURU Preserves the Body’s Natural Shock Absorber—The “Fat Pad”

After years studying both the biomechanics of the human gait and the human foot, KURU founder Bret Rasmussen developed a proprietary, multi-layered technology that improves foot and body alignment and flexes to protect foot anatomy. As the natural human gait tends to land heel first, placing the burden of weight and pressure in one pivotal location, KURU invested and perfected footwear innovation to support and preserve the heel and its natural cushion, also known as the “fat pad.” Over time, the consistent smashing and jarring experienced when hiking, jumping, jogging, skipping, striding, running or walking, reduces natural foot cushion, often leading to pain or injury. To preserve the body’s natural shock absorber while in motion, KURU integrated a combination of stabilizing support and “heel-hugging” flexion within its shoe design, resulting in a unique bounce that wearers describe as “walking on clouds.”

Unique to KURU footwear, including the Atom, is a deep, rounded heel cup that stabilizes and centers the heel bone for optimum positioning with each step. The company’s patented, three-layer sole-based support system is comprised of the KURU ULTIMATE INSOLE™, KURUSOLE™ and KURUCLOUD™.

THE KURU ULTIMATE INSOLE: Made of moisture-wicking space-age


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