The Ledger
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Metzer: Smart shoes build aspirational brands impossible with insoles
“And so we think we can build a really exciting and aspirational brand around the first of its kind smart running shoe in a way that you just can't around an insole that's hidden inside of your shoes or a gadget that's attached to your laces.”
Metzer: Running Injury Rates Unchanged in 50 Years Despite Footwear Changes
“The thing about running-related injury and the rate of injury, it hasn't changed for 50 years, it hasn't improved. It doesn't matter what shoes are running in, and so ultimately what we've learned The shoe can have a small impact, the materials of the shoe, an…”
Metzer: Incumbent Footwear Brands Lack The DNA To Build Technology
“And so the footwear brands, they're just not going to build technology. They don't want to extend their business into technology. You're talking about hardware and software, and it's just not in their DNA.”
Metzer: Studies show up to 79% of runners get injured annually
“Studies show that up to 79% of runners are injured every single year.”
Metzer: Measuring Step Impact Previously Required Expensive Lab Equipment
“Until now, there was not a good way for runners to measure that on every step. You'd have to go into a lab and run on a very expensive piece of equipment, and that was the only option”
Metzer: Avello margins will start at 60% and reach over 70%
“We'll start around 60% gross margin, and obviously we're doing small volumes. That also depends on how we monetize the app, how much we can charge for the app, and how many people are willing to pay for it over time. I see an opportunity to build a gross margi…”
Metzer: Avello prototype has logged over 1,000 miles across 10 runners
“And we already have a prototype that's getting great reviews from 10 runners who've logged over a thousand miles in them.”