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New Balance running customization in new direction

  • This product image released by New Balance shows a New Balance shoe from Jack Bolas’ 3D printed plate. New Balance is taking customization much further than choosing colors or other aesthetic details. The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step.  (AP Photo/New Balance)

    This product image released by New Balance shows a New Balance shoe from Jack Bolas’ 3D printed plate. New Balance is taking customization much further than choosing colors or other aesthetic details. The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step. (AP Photo/New Balance)

  • This product image released by New Balance shows a New Balance shoe from Jack Bolas’ 3D printed plate. New Balance is taking customization much further than choosing colors or other aesthetic details. The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step.  (AP Photo/New Balance)

    This product image released by New Balance shows a New Balance shoe from Jack Bolas’ 3D printed plate. New Balance is taking customization much further than choosing colors or other aesthetic details. The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step. (AP Photo/New Balance)

  • This product image released by New Balance shows a New Balance shoe from Jack Bolas’ 3D printed plate. New Balance is taking customization much further than choosing colors or other aesthetic details. The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step.  (AP Photo/New Balance)
  • This product image released by New Balance shows a New Balance shoe from Jack Bolas’ 3D printed plate. New Balance is taking customization much further than choosing colors or other aesthetic details. The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step.  (AP Photo/New Balance)

Customs on the run

New Balance is taking customization much further than choosing colors or other aesthetic details: The athletic brand is introducing sneakers that use 3-D printing to create a plate on the sole of the shoe that is supposed to enhance performance with every step.

Each athlete runs on a sensitive track to gauge how their feet move; 100 sensors are placed on an insert inside the shoe to measure pressure at different points; and a motion capture system – like the ones used for video games and movies – adds stride and broader movement into the equation. Based on the biomechanical data, custom spike plates, the part of the shoe that actually connects with the ground, are created.

Right now, the process is only for New Balance elite, sponsored athletes, but, said Katherine Petrecca, the company’s business manager of studio innovation, that will change with time.

“The technology is early and our implementation is still really in a very early phase, but you can envision as the technology improves and capacity increases – and cost comes down – the audience who will benefit from customization will just grow and grow and grow. This will get down eventually to the casual athlete,” she said.

The Associated Press

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