Michelin stepping into footwear market

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Michelin Footwear is celebrating a really big shoe with the launch of an Internet site pitching a full line of branded work and leisure footwear.

The new site – www.michelinfootwear.com – is designed to help the company expand its retail availability to consumers while reaching additional industry professionals who will appreciate the product line.

More than 20 styles of boots; shoes and insoles, including limited-editions; casual driving shoes and full-leather and suede boots for work or play are being offered. Many of them have soles inspired by Michelin’s high-performance tire tread designs.

The boots have a number of features, including waterproofing; protective toe and metatarsal support; electrical hazard protection; resistance to punctures, chemicals, heat and abrasion as well as Michelin’s proprietary Orthoframe footbed.

The MXV4 casual driving shoes feature hand-sewn leather uppers with padded collars; a patented, dual-density heel-cushioning system; and soles patterned after the Michelin Primacy MXV4 touring tire.

“All Michelin footwear is designed from the inside out,” says Tom Costin, Michelin Footwear’s CEO. The brand “began building a loyal following of working professionals three years ago by offering the fit, features and comfort that exceeded expectations. More recently, we developed a limited-edition Michelin casual driving shoe to explore opportunities in that segment.”

He adds that the new Internet site “allows us to reach a wider audience and invite them to experience the Michelin Footwear difference with special pricing that’s 30 to 40 percent off retail, plus free shipping.”

The special offer runs through Jan. 31. Entering the promotional code word “COMFORT” at checkout garners a whole collection of bargains. Those logging on before Dec. 31 can enter to win a free pair of boots by clicking on the “My Michelin” link.

Michelin Footwear is a division of Gear Six Technologies of Salem, Mass., which is the worldwide licensee for the Michelin-branded shoes and related products.