FitStation powered by HP announces two new partnerships

Today, FitStation powered by HP announced that Brooks Running Company, which designs and markets high-performance running shoes, apparel and accessories in more than 60 countries worldwide, is partnering with FitStation to deliver the first-ever fully custom running shoes. FitStation, a new platform that delivers custom-fitted and individualized footwear through innovative 3D scanning, dynamic gait analysis, and manufacturing technologies, has piloted the innovative biometric-based running shoe development platform at 11 premium retail locations across the US, to rave reviews.

Brooks is committed to providing the experience each runner wants. The ability to deliver a personalized shoe based on an individual’s unique biomechanics is an important offering for the runner who is interested in tip-of-the-spear technology and a totally tuned ride,” says Brooks Chief Executive Offcer Jim Weber. “As part of our focus on reinventing performance running, we will continue to push the envelope to bring runners new innovations that help them tailor their unique running experience.”

FitStation, combined with Brooks’ deep understanding of runners’ unique biomechanics and commitment to providing personalized experiences that enhance the run for the individual, brings Run Signature to the next level and delivers the most personalized individualized running footwear, all based on the customer’s personal data. This personalized footwear will be available via special order through select retail partners beginning June 2018.   

The Brooks announcement comes on the heels of another key partnership. In October, HP joined partner Steitz Secura at A+A in Germany. A safety shoe specialist, Steitz Secura is using FitStation to aid in its focus on comfort, preventative health and safety.

"FitStation is a truly disruptive platform that will improves people’s lives and change the way people purchase footwear and shoe insoles,” says Louis Kim, Global Head of Immersive Computing, Personal Systems, at HP. “We are reinventing the footwear shopping experience, bringing a level of customization and personalization never before seen. We are stitching HP’s capabilities in 3D scanning and 3D printing to bring this Blended Reality vision to life and are working with leading partners within the footwear industry to develop this revolutionary platform.”

The digital foot scanning platform allows customers to create a profile, choose to receive personalized off-the-shelf insole and shoe recommendations, fully customized 3D printed insoles, or receive their own pair of truly individualized custom footwear. This unique solution analyzes each foot using a combination of 3D scanning and pressure plate technology to deliver a complete dynamic gait analysis for the individual. FitStation analyzes the data and produces details for custom shoes with polyurethane injected midsoles, that vary in density based on the customer's precise needs. Then, the products can be produced locally for unbelievable ease and speed.

Reinventing how the world designs, manufactures and sells

FitStation is HP’s next step in the company’s journey to reinvent how the world designs and manufactures with commercial 3D technologies. It’s also a significant leap in reimaging what the retail experience of the future will look like. While brick and mortar stores have faced challenges as online shopping grows in popularity, there is still a deep desire for in-store experiences. But the store of the future needs to engage customers in fresh, tailored ways.

Offerings that deliver individualized ‘you-get-me’ options will win the retail wars.

 "FitStation by HP is changing what personalization means—from the in-store experience to the final product. In collaboration with Brooks and Superfeet, we are delivering truly made-to-measure footwear with a lot size of one,” says Ed Ponomarev, general manager of FitStation and business development at HP. “Digitalization of biometric data opens an opportunity to ultimate individualization with the speed and cost efficiency of mass production. HP brings deep experience in computing, scanning and technology integration at scale to deliver a revolutionary digital manufacturing platform, creating individualized products that are available to anyone—from casual runners to elite athletes.”

FitStation uses HP Multi Jet Fusion printing technology to manufacture the world’s first 3D printed insoles made using 3D scanning and dynamic gait analysis to create a one-of-a-kind digital profile of each foot. 

Superfeet, the leader in innovative, over-the-counter insoles, is piloting the platform in select stores across the 4,000 retail locations where they have a presence.

Without question, the system is on the cutting edge within our industry, and the level of engagement with our consumers is remarkable. FitStation has become an integral component now in our standard shoe-fitting process with our business. In addition to a cool experience, the system allows us the opportunity to sell the consumer a very personalized ME3D insole while never having to stock an inventory item ... positively brilliant,” says Adam White, of Running Central.

"For 40 years, we have set the standard for shape and fit. Until today, the technology to deliver a 3D printed insole that meets Superfeet’s exacting standards didn’t exist,” says Eric Hayes, Chief Marketing Officer at Superfeet. “Our new solution allows us to create the most individualized shape and fit on the planet."

Learn more about FitStation powered by HP.