Spira Footwear Inc.

Last updated
Spira Footwear Inc.
Private
Industry Apparel
Founded 2002;16 years ago (2002) [1]
Founder Andy Krafsur [1]
Headquarters El Paso, Texas, United States [2]
Area served
Worldwide
Products Athletic footwear [1]
Website www.spira.com

Spira Footwear Inc., best known as simply Spira, is an American footwear manufacturer based in the El Paso, Texas, [2] United States of America. It was founded in 2001 and is best known for their running, walking, and casual shoes with springs embedded under the heel and toe. [2] [3]

Footwear Garments worn on feet

Footwear refers to garments worn on the feet, which originally serves to purpose of protection against adversities of the environment, usually regarding ground textures and temperature. Footwear in the manner of shoes therefore primarily serves the purpose to ease the locomotion and prevent injuries. Secondly footwear can also be used for fashion and adornment as well as to indicate the status or rank of the person within a social structure. Socks and other hosiery are typically worn additionally between the feet and other footwear for further comfort and relief.

El Paso, Texas City in Texas, United States

El Paso is a city in El Paso County. It is also the seat of the county situated in the far western corner of the U.S. state of Texas. The 2017 population estimate for the city from the U.S. Census was 683,577. Its metropolitan statistical area (MSA) covers all of El Paso and Hudspeth counties in Texas, and has a population of 844,818.

United States federal republic in North America

The United States of America (USA), commonly known as the United States or America, is a country composed of 50 states, a federal district, five major self-governing territories, and various possessions. At 3.8 million square miles, the United States is the world's third or fourth largest country by total area and is slightly smaller than the entire continent of Europe's 3.9 million square miles. With a population of over 327 million people, the U.S. is the third most populous country. The capital is Washington, D.C., and the largest city by population is New York. Forty-eight states and the capital's federal district are contiguous in North America between Canada and Mexico. The State of Alaska is in the northwest corner of North America, bordered by Canada to the east and across the Bering Strait from Russia to the west. The State of Hawaii is an archipelago in the mid-Pacific Ocean. The U.S. territories are scattered about the Pacific Ocean and the Caribbean Sea, stretching across nine official time zones. The extremely diverse geography, climate, and wildlife of the United States make it one of the world's 17 megadiverse countries.

Contents

Marketing

A&E Networks relationship

In the spring of 2013, Spira was selected to be featured as part of the A&E Networks Project Startup, and initiative with the crowdfunding site RocketHub to raise capital for a new lightweight running shoe. This initiative is part of A&E's "Real Life, Real Change" [4] social campaign that showcases innovative companies through TV vignettes on the network as well as a web presence for Spira on A&E's website and social media extensions.

A&E is an American cable television network. It is the flagship television property of A&E Networks, a joint venture between the Hearst Communications and Disney–ABC Television Group subsidiary of The Walt Disney Company. The network is headquartered in New York City and operates offices in Atlanta, Georgia; Chicago, Illinois; Detroit, Michigan; London, United Kingdom; Los Angeles, California and Stamford, Connecticut.

RocketHub is an online crowdfunding platform launched in 2010. Based in New York City, its users—including musicians, entrepreneurs, scientists, game developers, philanthropists, filmmakers, photographers, theatre producers/directors, writers, and fashion designers,—post fundraising campaigns to it to raise funds and awareness for projects and endeavors. Operating in over 190 different countries, RocketHub is considered one of America's largest crowdfunding platforms.

Social media interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks

Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features:

  1. Social media are interactive Web 2.0 Internet-based applications.
  2. User-generated content, such as text posts or comments, digital photos or videos, and data generated through all online interactions, is the lifeblood of social media.
  3. Users create service-specific profiles for the website or app that are designed and maintained by the social media organization.
  4. Social media facilitate the development of online social networks by connecting a user's profile with those of other individuals or groups.

Spira raised more than $42,000 by pre-selling more than 800 pairs of the Stinger 2 shoes to supporter and enthusiasts through the RocketHub platform. The money was used to fund the purchase the initial run of inventory for the new shoe. [1]

In August 2013, Spira announced a line of officially licensed limited edition Duck Dynasty camouflage shoes. The company will introduce a running shoe that will feature the signature duck camouflage pattern sported by the Robertson family, who are the stars of the reality television series.

<i>Duck Dynasty</i> American reality television series

Duck Dynasty is an American reality television series on A&E that portrayed the lives of the Robertson family, who became successful from their family-operated business, Duck Commander. The West Monroe, Louisiana business makes products for duck hunters, primarily a duck call called Duck Commander. The Robertson men—brothers Phil and Si, and Phil's sons Jase, Willie, and Jep—are known for their long beards and their conservative Protestant Christian views. The family was previously featured on the series Benelli Presents Duck Commander and its spin-off, Buck Commander, on the Outdoor Channel; Outdoor Channel acquired rerun rights to Duck Dynasty in 2016.

A Spira shoe display at the 2013 Boston Marathon Expo. Spira shoe display.jpg
A Spira shoe display at the 2013 Boston Marathon Expo.

The relationship between A&E, RocketHub, and Spira Footwear started in the summer of 2012 when Spira used Rockethub’s service to crowdfund its line of Stinger2 shoes. With a crowdfunding project under their belt, Spira was chosen by A&E to align with after the network brainstormed the idea to launch a shoe line for Duck Dynasty. Using the crowdfunding site gives Spira the opportunity to pre-sell the shoe allowing the company to anticipate demand and to determine proper inventory levels. This gives Spira increased visibility into the demand for the shoe so this smaller company can anticipate manufacturing needs with greater accuracy. [5]

HealthWagers contest

In May 2013, Spira and HealthWagers announced a contest where a runner, who is wearing Spira shoes, completes a sanctioned chip-timed race, and the runner does not run faster than their personal record, Spira will pay them back for the price of their shoes. According to the rules of the contest, the race must be longer than 10 kilometres (6.2 mi) and must completed in the foreseeable future. [6]

Research

In 2014, the Northern Alberta Institute of Technology conducted a research study on the impact of the Spira shoes and technology on running efficiency. The study used 17 runners to compare treadmill performance of two Spira models, one for training and the other for racing, to their own shoes. The study measured oxygen consumption and heart rate at a pace of 11 kilometres (6.8 mi) per hour to determine the energy output of each runner.

The study concluded the average person running a marathon could cut four minutes from their run time over the 26.2 miles (42.2 km) distance. [7]

Controversy

Spira claimed that their shoes were banned from races because they purportedly did not conform to International Association of Athletics Federations and USA Track and Field standards. [3] The company has offered a million US Dollar bounty [3] to two Kenyans if they win the 2006 Boston marathon wearing Spira's product. In spite of this, USATF confirmed in 2007 that the shoes aren't banned: "Because of pending litigation, USATF cannot comment on Spira shoes beyond confirming that USATF has not examined or 'banned' the shoe, as we have publicly stated multiple times over the last year-plus." [8] [9]

At 2008 Summer Olympics in Beijing, China, at least three athletes used Spira shoes in competition. Axel Zeebroek used racing flats in the running portion of the triathlon and Franklin Tenorio of Ecuador and Joao N'Tyamba of Angola both ran the marathon using Spira shoes. [10]

See also

Related Research Articles

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References

  1. 1 2 3 4 Flores, Aileen B. (24 April 2013). "El Paso's Spira to be featured on A&E initiative". El Paso Times . El Paso Times and MediaNews Group. Retrieved 2013-04-30.
  2. 1 2 3 "Springs in Their Steps". Runner's World. Rodale, Inc. May 2006. p. 30. Retrieved 2013-04-25.
  3. 1 2 3 Demello, Margo (2009). Feet and footwear: a cultural encyclopedia (illustrated ed.). Macmillan. p. 287. ISBN   978-0313357145 . Retrieved 2013-04-25.
  4. "Real Life. Change / Project Startup Success: Spira Shoes". A&E Television Networks, LLC. Retrieved 2013-05-21.
  5. Belzer, Jason (2013-08-15). "Spira Footwear To Introduce Duck Dynasty Running Shoe". Forbes. Forbes Publishing. Retrieved 2013-08-16.
  6. Rovell, Darren (2 May 2013). "Beat your record or your shoes are free". ESPN.com. http://espn.go.com/blog/playbook/dollars/post/_/id/3434/beat-your-record-or-your-shoes-are-free.External link in |publisher= (help);
  7. "Can Spira running shoes trim minutes off your race time?". techlife(http://www.techlifemag.ca/spira.htm). Alberta Canada: NAIT Marketing and Communications. 2014.
  8. David Monti: Boston Publicity Stunt is Ultimately Hollow - Shoes Are Not Banned. In: Race Results Weekly. April 17, 2007
  9. Weldon Johnson: Spira Shoes Update: The Unbanned Banned Shoe. In: LetsRun.com. March 6, 2008
  10. Reynolds, Gretchen (28 August 2008). "As seen on an Olympian; Physical Culture / The First Steps To the Medal Podium". The New York Times . The New York Times Company.