Having introduced Biom Run in 2009 and Biom Walk in 2010, Ecco’s Golf division has scheduled the premium Biom Golf range for retail delivery throughout Europe in January and February 2011, sporting RRPs of £180 for men and £160 for women. The range is set to highlight Ecco Golf’s presence at Golf Europe in Munich at the end of September.
“The new Ecco Biom Golf concept is our biggest and most forward thinking product range in Ecco Golf to date,” claims Thomas Maymann, Ecco Golf’s design manager, speaking exclusively to SGB Golf. “We truly believe in the product and expect its advantages to make an immediate impact in the golf footwear market.”
A new theory
Backing up the Biom concept is a growing school of thought in allied fields including biomechanics, physiology, hormonal health and nutrition, that populations growing up barefoot develop better arch formation, lower injury rates and improved athletic performance, despite less sophisticated nutrition, exercise routines and conditioning than in ‘developed’, shoe-shuffling populations.
“The excessive use of cushioning and motion-control seen especially in running shoes is actually counter-productive and leads to a weakening of muscles and ligaments in the foot,” adds Maymann. “The advantages of Biom technology are that it strengthens muscles, increases joint stability and improves posture. Whether you are a younger or an older golfer your body can only benefit from this.”
Ecco has developed its Natural Motion concept in collaboration with the Sport Institute of Cologne, with research involving the scanning of over 2,500 feet.
“The Natural Motion concept enables the foot to move and flex with proper torsion – no restrictions added,” explains Maymann. “By guiding the foot to follow its natural motion path with the biomechanical sole construction, Biom brings multiple benefits to the golfer. The anatomically shaped last and remarkably strong and breathable yak leather helps create a close ‘second-skin’ fit. The close-to-the-ground construction helps increase balance, stability, ground feel and subsequently swing power, and Biom Golf is one of lightest shoes within the market.
“When launching Ecco Biom Run and Biom Walk we knew the concept was forward thinking and definitely not mainstream. However, we have witnessed great interest globally and recognised huge sales potential for the years to come. We have great expectations for Biom Golf and believe the golf footwear market is ready for a new game changer.”
Word on the Street
Biom Golf has not made its debut on Tour yet, although Maymann promises that trials have been held, resulting in “overwhelmingly positive feedback”. Perhaps Ecco should wait until the 2011 US Masters at Augusta to unveil Biom Golf on Tour, if the reaction to Fred Couples wearing the brand’s Golf Street shoes at this year’s Masters was anything to go by. Particular intrigue in Golf Street was caused by their spikeless soles – sporting pre-moulded TPU traction bars instead – and when Couples appeared not just spikeless, but sockless too, it was all too much for the sports media at large.
“The Men’s Golf Street was huge this year and we believe that we have only seen the beginning with this shoe,” says Maymann. “We were taken a bit by surprise with the media jumping all over that shoe when Fred Couples wore them at the Masters. There almost immediately followed a ‘sold out’ sign worldwide. The frenzy was amazing and our Ecco factories have done tremendously well to catch up customer orders.”
While Ecco Golf’s more traditional World Class and Classic models remain core to its golf offering, the brand is also taking footwear back to basics. This year they lost the socks and spikes, and with Biom Golf in 2011, out goes the excess cushioning and support.
