Seattle-based Brooks Sports announces DNA Smart Cushioning System...

Brooks Sports, Inc., a Bothell, Washington (Seattle suburb) based- footwear & apparel company marketing exclusively for the runner, continues its pioneering history in the performance running industry by announcing the launch of Brooks DNA, an innovative, first-of-its-kind cushioning system that adapts to the unique needs of each runner, offering customized cushioning and protection every step of every run.

Available now in the new Brooks Glycerin® 8, Brooks DNA automatically and physically adapts with each foot strike to the ever-changing amount of force placed on the foot during the run. The result is the perfect balance of cushioning and stability in response to the varying biomechanics, weight, pace, gait, and environment of each and every runner worldwide.

“Brooks DNA is a game-changing technology in the world of running,” said Jim Weber, president and CEO of Brooks. “Traditional cushioning systems attempt to work for runners of all shapes and sizes, even though each person’s weight and gait are vastly different from the next. DNA offers a real solution to this challenge; it continuously tailors the levels of cushioning and resiliency to each runner’s specific, changing needs throughout their run.”

Because of its unique ability to adapt, Brooks DNA also solves a gender cushioning conundrum that has existed in the market for centuries.

“With traditional cushioning systems, a shoe that works for a male runner will be too firm for a female runner with the same shoe size because she weighs on average 10 to 15 percent less,” said Brooks Director of Footwear Merchandising Andre Kriwet. “Because Brooks DNA adapts to accommodate the different forces these two runners produce, it delivers both genders a customized fit and ride mile after mile. Likewise, two runners of the same gender and shoe size who have varying weights and/or paces also enjoy the benefits of Brooks DNA adaptation. It truly is an intelligent system.”

The patent-pending development was lead by Brooks’ Future Concepts team through years of trial formulations and in-depth performance and biomechanical testing.

“Brooks DNA is made up of a highly viscous non-Newtonian liquid, meaning it doesn’t react to stress as expected. It adapts to the force applied to it—not what you’d expect from a typical liquid,” explained Future Concepts Manager Derek Campbell. “It was engineered to perform at the molecular level like millions of resilient ‘nanosprings’,” added Campbell.

When examined through a microscope, Brooks DNA is comprised of polymer chains, or individual molecules connected in strands. These strands and chains react to the amount of force placed on the foot and allow Brooks DNA to disperse pressure and provide resiliency as needed. Such molecules will never break down or wear out in normal use. According to Campbell, this physics solution delivers a tailored degree of cushioning suited to each runner’s individual weight, pace, gait, biomechanics, and running environment.

In addition to its adaptable properties, Brooks DNA also maximizes the underfoot performance of running shoes, providing:
• 30% better cushioning than standard gel or EVA materials at baseline impact levels, and even better at higher impacts;
• Twice as much energy return with maximum force applied;
• Better efficiency across a range of impact forces—great performance under different weights and paces;
• Enhanced forefoot flexibility ensuring a smooth transition from heel strike to toe-off.

Brooks DNA debuted in the new Glycerin® 8 neutral running shoe released on January 1, 2010. Available at retail stores and online at www.brooksrunning.com, the Glycerin® 8 features Brooks DNA in strategic locations in the rearfoot and forefoot of the shoe, in addition to the brand’s eco-friendlier full-length BioMoGo midsole. Runners can select from the Glycerin® 8’s two men’s and two women’s color options, as well as regular, narrow, and wide widths.

Underscoring excitement for the shoe and DNA in both the specialty running and national account retail channels, spring 2010 bookings of the Glycerin® 8 are up 27 percent and 43 percent, respectively, relative to that of the Glycerin® 7 for spring 2009. Suggested retail price of the Glycerin® 8 is $130.00.

Different from the running company’s patented HydroFlow® cushioning technology, Brooks DNA is the only cushioning system required in the Glycerin® 8 to deliver peak performance. Consumers will soon see Brooks DNA come to more Brooks shoes, including franchise styles Beast®, Ariel®, Trance™ 10, and Adrenaline™ GTS 11.

The launch of Brooks DNA also represents another chapter in the brand’s ongoing, industry-leading commitment to environmental responsibility. Brooks DNA is completely recyclable in the manufacturing process. As opposed to typical cushioning systems that include four materials, making them difficult to recycle and more energy-intensive to produce, Brooks DNA consists of only one material, and all leftover, post-process material waste goes back into Brooks shoes. This requires half as many steps and much less energy in production compared to that of traditional cushioning systems. Additionally, the manufacturing process of Brooks DNA also uses less adhesive, reducing the amount of volatile organic chemicals (VOCs) involved in making shoes with Brooks DNA cushioning.

NOTE: The media relations department at Brooks Sports contributed to this report.