Category: Advertorial

Continuing in PUMA’s tradition of developing game-changing innovations, the global sports brand recently introduced NETFIT – a unique customisable lacing system that offers infinite performance and style options in one shoe. The brand now releases its latest performance trainer featuring this innovation, the IGNITE NETFIT.

NETFIT technology enhances fit and support by combining a high-grade engineered net with form-fitting base materials. The IGNITE NETFIT user will now have complete control and versatility over how they lace up. No matter the style, needs or shape, anyone can customise their shoe the way they see fit. The options are limitless, bringing customisation to another level and giving everyone the chance to be as creative as they possibly can.

The IGNITE NETFIT also features PUMA’s evoKNIT form-fitting knit for added comfort and a fresh look. The heel is reinforced by PUMA’s TPU heel clip, locking the heel into the platform of the shoe for ultimate stabilisation.

The IGNITE NETFIT boasts PUMA’s proprietary PU foam with a brand-new chevron design giving users superior energy return and comfort. Combine this with the Molded EVA sockliner and the result is ultimate comfort on every run. The outsole provides a perfect platform for users to take every stride with confidence, while PUMA’s EverTrack outsole rubber gives durability and traction from heel to toe, with flex grooves allowing for full flexibility at toe-off. To add to this, a redesigned transition line runs from the heel to the toe of the shoe and mimics the natural gait of the user to create the smoothest ride possible.

IGNITE NETFIT offers full form-fitting comfort, allowing users to totally customise their fit and style. The innovation and performance teams at PUMA have developed five different lacing options to help provide guidance, but the possibilities to lace are endless. These five lacing systems include Standard lacing, for runners who need minimal support; Stability lacing, for runners who need additional medial support; Wide Foot lacing, for runners with wider feet that need extra room; Narrow Foot lacing, for runners with narrow feet; and Heel Support lacing, for runners who prefer a tighter fit around the heel.

The fastest man in the world, Usain Bolt, is training with IGNITE NETFIT for the World Championships in London 2017. “I do a lot of training – sometimes a bit too much – and it’s always different. Sometimes I’m doing power work, and then sometimes it’s speed and agility work, so it’s important to have a shoe that’s flexible enough to do the right exercise,” says Bolt. “The best thing about the NETFIT Technology is that it is customisable and I can lace them any way I want, not only to get the best fit, but it gives me the opportunity to be creative with it. Sometimes you wish you could just design shoes purely tailored to your own feet and now you can. Plus, they look great, and that’s always the most important thing, right?”

Adam Petrick, Global Marketing Director, said: “Our goal at PUMA is to constantly push the design of sports products forward in unique and innovative ways. NETFIT certainly does that: It’s a performance innovation that allows for athletes at every level and across a range of sports to create their own, perfectly customised fit. But maybe even more exciting are the opportunities for creativity – anyone can use laces of different colors, widths, lengths and styles to create a personal expression for each individual taste. With NETFIT, we’re bringing fashion and style to the world of sports in a way that is uniquely PUMA.”

PUMA IGNITE NETFIT will be available in PUMA stores from 15 July 2017, retailing at R2799 for men and R2599 for women.

#LacedUp

The business of sports in South Africa continues to thrive, with growing numbers of ‘weekend warriors’ and professional athletes investing time and money into disciplines such as running, road cycling and mountain biking. Insurer MiWayLife estimates that South Africa has around 200,000 cyclists, 750,000 runners and 15,000 triathletes, and thus it has developed a bespoke solution catering to needs of these healthy clients.

A division of Sanlam, MiWayLife has introduced a unique policy called MiFitLife especially for high-performing athletes aged 20-60, with up to R5-million in cover. “We wanted to revolutionise the space and offer athletes something that was designed for athletes by fellow athletes, as opposed to being done via the traditional product factory,” says Craig Baker, CEO of MiWayLife.

“When you get people spending upwards of R35,000 to compete in a multi-day stage race like the Absa Cape Epic, it makes sense to insure yourself against injury that could see you falling out at the last minute and losing your entrance fee. MiFitLife recognises the hard work, long hours and sacrifices athletes make to get onto the start line.”

Growing numbers of companies – from fast food chains to banks and investment firms – are investing in sports sponsorships, with the view to gaining more emotional engagement with fans and staff. “What this means for professional athletes is increased pressure to remain healthy so they can perform at a high level. Some are even contracted to deliver podium positions, and an accident can put their livelihood at risk,” says Baker.

Matt's Road to Recovery
MiFitLife covers most of the South African Long Distance Triathlon team, including top triathlete Matt Trautman, whose cover kicked in after a vehicle hit him while out training in the Cape Winelands. As a result he needed a complex spinal fusion, followed by and lengthy recovery. Having become a professional triathlete in 2014 and posted several high profile wins around the world, his plans to defend his title at the Ironman 70.3 in East London in January were thus put on hold.

“Despite the rewards this lifestyle offers, you have to factor in the very real risks of our sport. Running and riding on the open road and pushing your body to new limits in training can have consequences that I know all too well,” says Trautman.

He has now been hit by vehicles on three separate occasions while cycling – and still, in spite of suffering a fractured spine, broken clavicle and a fractured ankle, he has been more fortunate than some. In April, veteran Italian cyclist Michele Scarponi, the 2011 Giro d’Italia champion, was killed in a road accident after being hit by a van while training close to his home.

“For most of my triathlon career I struggled to find a company that offered what I needed, until MiFitLife was introduced by MiWayLife. Having this cover during 2017, when my most serious injury happened, has been instrumental in a long recovery process,” says Trautman, adding that the relief of the financial burden as a result of missing most of his racing year allowed him to focus on rehabilitation and recovery. “I would highly recommend all athletes, from age group category to professional, take out this cover.”

Consider Yourself Covered
The qualifying sports for MiFitLife include running, cycling, surfski paddling, swimming, canoeing and multisport (triathlon and duathlon).

Baker says the South African-developed product is unique in the world. “The ability to obtain cover of this nature and extent without any medical underwriting or testing is an innovation in itself.”

The product is designed around the key risks facing athletes and addresses accident and illness cover with lump sum payouts, discounted insurance cover on sporting equipment, race fee refunds in the case of injury or illness preventing you from competing, and specialised training programmes from MiWayLife coaches. SMS “fit” to 44738 for an obligation-free quote.

Terms and conditions apply. Eligibility, cover and benefits are determined on individual risk profile. MiWayLife is an authorised FSP (No. 45741) and its product offering is underwritten by Sanlam Life Insurance Limited, a registered long-term insurer. MiWayLife is a division of Sanlam Life Insurance Limited – Reg No. 1998/021121/06.