A long-awaited joint venture came alive between Ecco Golf and GORE, to create a golf shoe that combines unparalleled walking pleasure and climate comfort, as well as exceptional protection from the elements.
The result is Ecco Golf’s new ECCO COOL shoe incorporating GORE-TEX® SURROUND™ technology. An advanced air channelling system within the grid-shaped sole structure provides 360° breathability without compromising on waterproof protection, in order to keep feet dry in all conditions.
Excess moisture and heat is able to escape through the upper GORE-TEX membrane assembly, as well as laterally through the highly breathable midsole, ensuring feet stay dry and comfortable, even in warmer conditions.
What are the innovations in the new Ecco Golf shoe?
- GORE-TEX SURROUND technology for highly breathable, 360° climate comfort which reduces the risk of blisters and chafing, as well as durable waterproof protection from every angle
- An innovative, direct-injected midsole, engineered from a grid-shaped structure to enhance airflow through a series of channels
- A luxurious, HYDROMAX® treated leather upper that’s naturally soft, breathable, and strong
- Exceptional cushioning, flexibility, and durability provided by a direct injected PU midsole
ECCO COOL also boasts the CHAMP SLIM-Lok cleat system, as well as a removable inlay sole which offers extra width for those who require it.
As is the case with all of the golf shoes in ECCO Golf’s Spring/Summer 2017 Collection, ECCO COOL SURROUND is crafted at company-owned factories that utilise the DIP to bond the upper and outsole unit, creating a one-piece shoe without the use of glue or stitching.
What kind of technology solutions should Ecco Golf exploit?
I think today it is not enough to provide the above mentioned innovations (e.g. Gore Tex Surround, Hydromax treated yak leather upper) to improve brand relevance. By adopting or inventing new technologies that enhance and enable they can help Ecco Golf to achieve and provide a differentiated brand experience.
I am not sure that Ecco Golf is addressing all of the major consumer needs. Today, many of us are measuring with their mobiles either their steps, daily workout (e.g. Endomondo), calories (MyFitnessPal) or even their golf swing (e.g. Arccos Golf, Game Golf, Ojee Golf, Microsoft Golf Tile, Zepp Golf etc.).
Therefore, I could imagine embedding sensor technology within the midsole (the blue one with the holes) or on the bottom of the sole to provide golfers feedback about their game. This is why I was happy to read about the collaboration between Creative Lab and Samsung and their IOFIT smart golf shoes. This Kickstarter project received $47 000 (target was $30 000)!
By providing such help at the right moment with a right solution/offer companies like Ecco Golf could achieve better results.
Probably similar motives led Under Armour to acquire Endomondo a couple of years ago.