SwimRun, Flavour of Freedom

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Director of Italian project and race SwimRun Cheers, Diego Novella describes the sport as “the greatest personal challenge, it’s the pure freedom to go beyond”.


SwimRun has come a long way since it was born from a drunken bet back in 2006 in Sweden. Going from strength to strength, it’s now an internationally recognised multi-stage competition that’s been repeatedly earmarked as the most exciting up and coming sporting event in the last decade. The race type has gone global. (more…)

Mizuno Wave Mujin 6 equipped with Soles by Michelin

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Mizuno presents Wave Mujin 6 shoes equipped with Soles by Michelin.

Boreal Sendai equipped with
Soles by Michelin – Summer 2020

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At OutDoor by ISPO 2019, Boreal presents the Sendai shoes equipped with Soles by Michelin.

Garmont 9.81 Bolt equipped with Soles by Michelin – Summer 2020

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At OutDoor by ISPO 2019, Garmont presents the 9.81 Bolt shoes equipped with Soles by Michelin.

Soles by Michelin: a grip that combines quality, technology and innovation.

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High performance soles inspired by a century of innovation by Michelin. For over a century, Michelin has enabled vehicles to travel for millions of kilometers, by developing high-performance, safe and durable tires in all driving conditions. From automotive to agriculture, from aeronautical to two-wheels, motorized or with pedals. From the invention of the first vehicles to up present day, innovation and recreation have continued to be the common denominator that inspired the MICHELIN brand. With this mission in mind in 2014 the “Soles by Michelin” project was born: transferring all the know-how of the contact with the ground to footwear, in order to create high-performance soles with exceptional grip. Indeed, Soles by Michelin is the project that, using the most transversal skills, develops customized soles in partnership with footwear brands from all over the world. In less than five years, Michelin obtained a leading role in the market of high-performance soles, responding to the demands of various segments: from motorsports to outdoor and lifestyle, in which comfort and design play a decisive role in the choice of the consumer.

One brand, one sole, one story.
It’s with this attitude that JV International group, a strategic partner chosen by Michelin for the development and the engineering of technical soles worldwide, collaborates with each brand. The uniqueness of the projects developed aims to allow the consumers the experience of innovation. It’s this search for uniqueness that pushes the product specialists from Michelin to relate differently with each brand partner, often introducing innovations from other markets and managing to meet the demands for which they were designed.

“In these years of activity, for sure innovation has characterized us”, underlines Ambrogio Merlo, Managing Director of JV International. “In addition to this we want to transfer the values of Michelin to the end user of the shoe: performance, technology and reliability, the company was born behind this idea. Our mission is to bring product innovation, but above all, benefits to the final customer and the presence of a Michelin sole on the shoe represents the guarantee of a quality product for the consumer”.

One rolls on the ground, the other steps on it. The methods are different, but the footprint is the same. It is undeniable, even the glossary links the sole of a shoe with the tire: imprint, tread, roll, stability, rubber, grip, durability. It’s from this concept that Michelin develops the design, compounds and technologies. Transferring to the soles the performance of one or more tires, in order to create products that are always exclusive in terms of compound, materials and design. Each sole is unique, in line with the design and the technical requirements of the brand partners, to achieve increasingly performing results concerning grip, resistance, traction, self-cleaning and comfort.

“We make a very accurate selection of our partners”, continues Ambrogio Merlo.“Because our technical soles must be part of a project since the beginning they are included in the top of the line footwear collections. The consumer who chooses models with our soles knows that he’s buying an exceptional shoe, from all points of view”.

INFO: Soles by Michelin

Soles by Michelin at OutDoor by ISPO 2019, with a host of new brand collaborations

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The success of Michelin in the world of technical soles continues. At the largest outdoor fair in Europe, which took place for the first time ever in Munich from 30 June to 3 July, Michelin has been the protagonist alongside Aku, Boreal, Dolomite, ECCO, Garmont, Mammut and Viking who have decided to appoint the French company to develop the soles of their new SS20 collection models. (more…)

Mammut Saentis: all the products with Michelin outsole for the season SS19

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Mammut, certainly one of the trendsetter brands for the outdoor sector, never ceases to amaze, proposing for the SS19 season four different models of the Saentis family with the customized sole of Soles by Michelin.

Saentis Low, Saentis Low Gtx, Saentis Knit Low and in limited edition, Saentis Neon. All the models are both for men and women, they all have Bibendum on their feet and have multiple colour variants and models. (more…)

Michelin Soles enters in fly-fishing segment alongside Orvis PRO Wading Boot.

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Orvis is an American brand with a deep connection to adventure and to the outdoor world, leader in the fly fishing segment, for the new model PRO Wading Boot has chosen Michelin. It’s fly fishing a way to explore and connect with the world.

The PRO Wading boot built on an outsole compound specifically designed for fly fishing. This revolutionary new sole design is an industry disrupting advance in wet rubber traction.

The Michelin outsole offers 25% better abrasion resistance and a resounding 43% improvement in wet rubber traction. The outsole inspired by Michelin XM27 tire, it offers a wider footprint for stability, a higher ratio of surface contact, and a sculpture tread that reduces shock and improves pressure distribution. The two-layer midsole has a co-molded ESS plate that provides improved stud retention and torsional stability. The shock absorbing Phylon midsole improves “river feel” and compresses less than standard EVA midsoles. Orvis partnered with Ortholite to create a 3D molded X25 insole designed for high-impact sports, delivering maximum comfort and arch support. An industry first cast PU upper eliminates seams while providing a zoned cage for added stability, grip, and extreme abrasion resistance without the added bulk. (more…)