p10,11 hi tec 8/15/08 12:21 PM Page 10
HI TEC - Outdoor Retail
SGB
Sports and Outdoor w w w. s g b - s p o r t s . c o m
ion mask phase 2
HI-TEC is first to market with ion mask technology in their footwear, as reported in SGB earlier this year. After introducing it to the industry
in their V-Lite Altitude Ultra boot and enjoying phenomenal success, the technology is entering the next stage with wider application in
what the company is calling 'HPi' – aka hydrophobic footwear. Jason Larke, Group Brand Communications Manager, explains.
i
on mask has raised many eyebrows since its technology! One thing we noticed quite early on is that leather it's very dense and there's less opportunity for
groundbreaking entry into the outdoor market earlier you can treat any material – and in our case, any shoe – water to ingress in there, and it's very easy to design and
this year, and for good reason. Applied to 'solid state' develop a product that is essentially waterproof, and
material like leather on a boot upper, ion remove the need for a membrane.
mask is waterproofing without a Multiterra Targa Dijon We've already launched our first ion mask product, the
membrane, staying cleaner for longer, V-Lite Altitude Ultra, and with that launch we've come
saving weight, saving energy and a great straight out with a waterproof product which we're
deal better for the environment. The putting in a category called 'WPi'; the evolution of ion
next step for HI-TEC is the broader mask really is then twofold. SS09 we evolve this
introduction of the technology across technology with a brand new product category
the range, which they are terming HPi - for HI-TEC which we're calling HPi,
Hydrophobic. It's not waterproofing as which means hydrophobic.
such, but it brings serious benefits to But it's also an
footwear, as Jason explained to SGB. educational
thing,
SGB: So what is phase two of ion mask's because the
application, for HI-TEC? whole
Jason Larke: We've been involved with industry is
P2i for about two years and in order to geared around
bring this technology to market we've been waterproofing and
researching, testing and developing the ion mask process keeping your feet dry; what we
for about that long as well. Commercialization was the but the material itself and the didn't want to do is go straight out there
key objective. HI-TEC is extremely proud and excited to design of the shoe does affect the benefits. with two messages and confuse customers.
be the first brand to bring to market this brand new So essentially, if you're dealing with a material such as HPi is an evolution and for us it's a brand new
10 AUGUST 2008
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45