Millet et Michelin s’associent pour une chaussure de trail

La marque de montagne Millet lance un partenariat avec le fabriquant de pneu Michelin pour mettre au point une chaussure de trail aux qualités d’adhérence exceptionnelles.

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Le partenariat peut sembler totalement improbable, mais lorsqu’on échange avec les équipes produit Millet, cette association prend tout son sens. Ce partenariat basé sur un partage de technologie en devient finalement totalement évident.

La marque de pneu Michelin reconnue pour la qualité de ses produits, et leurs caractères stables, durables et adhérent a donc été choisie pour créer les semelles de la première chaussure de trail Millet: l’Alpine Rush. Conçue avec les mêmes technologies que les pneus de moto cross ou vélo, cette semelle apporte une qualité exceptionnelle de grippe et permet une adaptabilité à tous type de sol. Une qualité plus que recherché dans le monde du trail.

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Pour Millet, cela permet à la marque spécialiste des activités outdoor, de mettre un pied dans le monde du trail. Aujourd’hui, présente dans toutes les activités de montagne allant de l’alpinisme à la rando, en passant par le ski ou l’escalade, la course longue distance était la seule activité extérieure manquante à sa collection. De plus, le milieu du trail est un sport en plein essor, avec le développement des compétitions, mais aussi des épreuves plus spectaculaires comme l’UTMB, se déroulant en pleine vallée de Chamonix.

C’est donc un partenariat d’une excellente audace permettant à la chaussure de trail Millet de s’appuyer sur l’expertise de Michelin en terme d’adhérence et de durabilité, ainsi que sur les 60 années expériences de Millet dans la fabrication de chaussure de montagne.

Coté marketing, cela donne à la chaussure Alpine Rush de Millet un véritable avantage concurrentiel face aux concurrentes, mais aussi l’opportunité pour la marque de pénétrer le marché du trail, qui comme nous le savons est en pleine mutation avec une augmentation du nombre de pratiquant, donc d’un marché de plus en plus grand.

Rendez-vous pris pour l’été 2017 afin de découvrir ce nouveau modèle, plein de surprise et surtout plus que surprenant.

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