madshus the cross country company since 1906 boots 2011

MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906

BOOTS 2011


Jon Fewster

BOOTS 2011

Category Manager, Boots


BOOTS 2011

1. Product Development Strategy2. New Models3. Carryover Models4. Summary

Agenda


MADSHUS BOOTS

Product Development Strategy


5Boots 2011

Product Development Strategy

• A single Global line• Boots as a single product family–Merchandise with skis & poles

• Update older models• Maximize comfort and performance• Increase finish quality


6Boots 2011

Technology

Upper Materials:• Cordura® and other high durability

woven materials• Backed with TPE/TPU to provide durable

waterproofness

Performance:- Waterproof- Durable- Comfortable flexing in the cold


7Boots 2011

Technology

• MemBrain® Softshell Uppers- Waterproof- Breathable- Soft and flexible– Lightweight–Warm– Keeps your feet warm and dry

• No PVC


8Boots 2011

Technology

• Materials– High Abrasion TPU on BC boots• 50% Recycled PET in the backer• Solvent reduced process

– High Abrasion PU printed on Glittertind– Less Leather– No PVC


MADSHUS BOOTS 2011

New Models


10

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider

Champion Series Race Performance Series Touring Junior / Kid SeriesNano

SKC/PUCAthena

SKC/PUC

Nano CLC Athena CLC Hyper

RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120

Carryover from C09 CT 120CT100 JR

CT100 Amica 100

New graphic

Hyper U Metis UCT 150

Super Race

ButterflyHyper C

MADSHUS THE CROSS COUNTRY COMPANY SINCE 1906

Boots 2011


11

Hyper C / U / S

• MemBrain® Softshell Upper & Lacecover

• Upper construction based on CLC• Comfortable – especially when

flexing• Secure–lace fingers• T4 outsole


12

Boots 2011

Hyper C

• Upper pattern design is protected

• New Achilles notch detail

• Zipper garage – opens to medial side


13

Boots 2011

Hyper U/S

• Combi Cuff• Heel counter is stiffer

than 2010• T4 Outsole


Boots 2011


14

Metis C / U

• Sisters to the Metis RPC/RPU/RPS and Hyper C/U

• Logo and text also on skis

• MemBrain® Softshell Upper & Lacecover

• Upper construction based on CLC

• Comfortable – especially when flexing

• Secure – lace fingers• T4 outsole


15

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


Boots 2011


• Hinged cuff• Excellent forefoot flex &

heel hold• High durability materials

– woven upper– TPU toe and heel– PU printed rand – NEW

• MemBrain® Softshell Lacecover

• Waterproof lining• Thinsulate™ insulation

16

Glittertind


Boots 2011


• Stitched-on cuff• Excellent forefoot flex & heel

hold• LITE™ Leather• High Durability TPU

– Exceeds our cold-flex requirements

– Solvent reduced– Non-wicking, recycled backing

• Waterproof lining• Thinsulate™ insulation• New gaiter attachment

17

Vidda


18

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


Boots 2011 19


• Entry-level skate boot• Based on CT120• Stitched-on cuff• Full-length composite

lastboard• Nylon upper with TPE

backing• MemBrain® Softshell

Lacecover

SuperSkate


Boots 2011 20


• SMU in 2010• Available worldwide

in 2011• CT 100 for Juniors• Nylon upper with

TPE backing

• MemBrain®

Softshell Lacecover

CT 100 JR


Boots 2011 21


• Easy-entry kids boot• Single “gladiator”

strap tightens forefoot, midfoot and arch area

• Nylon upper with TPE backing

• Gussetted tongue

SnowRaider


22

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


MADSHUS BOOTS 2011

Carryover Models


24

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


25

Boots 2011

Champion Series: Carryover

Nano CLC

Nano SKC

Nano PUC

Athena CLC

Athena SKC

Athena PUC


Boots 2011 26


• MemBrain® softshell upper & lacecover– Flexible– Warm– Breathable

• Durable Cordura® rand with TPU backing

• Performance fit– Tuned with WC athletes– Low to the ski– Secure hold

• For C10 Production:– Lower at forefoot flex area– Lower at ankle bones– PU Zipper Garage

Nano/Athena CLC


Boots 2011 27


• Cordura® rand and upper with TPU backing

• PU replaces PVC– Non-wicking backings

• MemBrain® softshell lacecover• High performance fit

– Tuned with WC athletes

• For C10 Production:– Lower at forefoot flex area– Lower at lateral ankle bone

• More comfortable

– Higher at medial ankle bone• Above ankle bone• More comfortable• Provides support when skating

Nano/Athena SKC/PUC


28

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


Boots 2011 29


Race Performance Series: Carryover

Hyper RPC

Hyper RPS

Hyper RPU

Metis RPC

Metis RPS

Metis RPU


Boots 2011 30


Hyper/Metis RPC• Cordura® upper with

TPU backing• PU toe and heel• Easy flexing• MemBrain® softshell

lacecover

• For C10 Production:– Lower at forefoot flex

area– Lower at ankle bones


Boots 2011 31


• Cordura® upper with TPU backing

• PU toe and heel• MemBrain® softshell

lacecover

• For C10 Production:– Lower at forefoot flex area– Lower at lateral ankle bone

• More comfortable

– Higher at medial ankle bone• Above ankle bone• More comfortable• Provides support when skating

Hyper/Metis RPS/RPU


Boots 2011 32


Hyper S

Hyper U

Hyper C

Metis U

Metis C

Race Series: New


33

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


Boots 2011 34


Touring Series: Carryover

CT 150

CT 120

CT 100

Amica 120

Amica 100


Boots 2011 35


• Comfortable, secure touring boots

• Nylon upper with TPE backing• Recycled materials:

- Lining- Mesh (inner bootie)- Lacecover- Webbing- Outsole

• For C10 Production:– Lacecover extended forward– Upper more flexible in forefoot – More heel hold– Added D-ring

• C11 CT100

CT 100/120/150


Boots 2011 36


• Comfortable, secure touring boots

• Nylon upper with TPE backing

• Recycled materials:- Lining- Mesh (inner bootie)- Lacecover- Webbing- Outsole

• For C10 Production:– Lacecover extended forward– Upper more flexible in forefoot – More heel hold– Added D-ring

Amica 100/120


37

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


Boots 2011 38


Glittertind

Vidda

Backcountry


Boots 2011 39


Nano JRR

SuperSkateNEW

SuperRaceButterfly

Junior & Kid


Powerpoint guidelines 40


• CT 100 JR

• SnowRaider– NEW

Junior & Kid


Boots 2011 41


• Cordura® rand and upper with TPU backing

• MemBrain®

Softshell Lacecover• Hinged cuff

• For C10 Production– PU Zipper Garage

Nano JRR


Boots 2011 42


• Nylon upper with TPE backing for waterproofness

• Softshell lacecover

• Carryover

SuperRace/Butterfly


MADSHUS BOOTS

Summary


44

Boots 2011

Product Line 2011BC

Price level

Nano JRR

SnowRaider


SKC/PUCAthena

SKC/PUC


RPSMetis RPS

Metis C

Super Skate

Hyper RPU

Metis RPU

Hyper RPC

Metis RPC

Hyper S

New model

Glittertind

Vidda

Amica 120


CT100 Amica 100

New graphic


Super Race

ButterflyHyper C


45

Boots 2011

Summary

• Softshell construction continued through the line–Warm & Dry

• Superior fit and performance• Whole line is PVC-free

madshus the cross country company since 1906 boots 2011

Documents

cross country company

bc boots

glittertind slide

vidda slide

jon fewster boots

single global line boots

summary agenda slide

product line