STI Fusion Media Day

We all got invited up to Sole Tech HQ yesterday for a big media day to check out the new STI Fusion technology. Don Brown welcomed us all with pastries and mimosas, then there was a race (on skateboards) over to the STI lab. The winner got a 100-dollar bill from Ashton Maxfield! Once inside the lab, we got to peep all the different testing machines and software they have. From seeing how long shoelaces last, to dropping weights on insoles, to measuring the grippiness of outsoles, they got it all. Then we went into the top secret STI Fusion room where photos weren’t allowed. We got to see them actually fuse an upper onto an outsole, which only takes about thirteen minutes. The result is a lighter shoe with less materials that requires less man hours to produce. Bryan Herman was so impressed, we went right into a shoe design meeting to talk about getting STI Fusion in his next pro model.

After lunch at Rudy’s (and some tough guy shots), we checked out the park expansion sections of the etnies Skatepark Of Lake Forest. There’s a ton of new ‘crete being poured that you’re gonna dig. Then we had a huge session in the etnies TF. Rodrigo TX was in the house as was Emerica TM Heath Kirchart. We also got all the new STI Fusion shoes: Sheckler 5, Hsu 2, and Square Two Fusion. Big thanks to Pierre, Don, Ashton, Fred, Jet, and everyone at Sole Tech. These media days are really awesome.

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Inside the STI lab.