Member Article

Newcastle creative agency develops new footwear range

Newcastle-based creative agency Hedley McEwan has stepped into a brand new arena as their latest project sees them venture into the global footwear market.

Hedley McEwan has been working with a group of UK entrepreneurs for the last two-and-a-half years to help develop and launch a casual shoe brand under the name of ‘SPRINGURU™’.

Using technology from the mattress industry, SPRINGURU™ is a new casual shoe with micro pocket springs built into the midsole.

Along with great cushioning, support and comfort, the shoe provides a unique springy sensation underfoot.

The micro pocket springs have been developed by mattress manufacturer and spring innovation firm, Harrison Spinks Ltd, while the 10mm high, conical springs are precision placed, pre-compressed in their fabric pockets by an ultrasonic welding process.

Each pair of SPRINGURUs contains 34 micro pocket springs.

Other shoes achieve a cushioning or ‘damping’ effect by using EVA in the midsole.

However, SPRINGURU’s midsole construction deploys a ‘spring and damper’ arrangement, much like you would find in a car suspension system.

‘Brand Invention & Re-invention’ is fast becoming a core part of Hedley McEwan’s service, and the company’s business development offer, beyond branding, is increasingly in demand.

SPRINGURU™ is launching with one distinctive unisex design, the lace-less upper is made of a stretch ballistic nylon.

The shoe is reportedly tough, breathable and custom conforms for a perfect fit.

Moreover, the shoes are marketed as ‘springy’ and ‘comfy’ as they reportedly feel and the outsole design is a nod to the mattress heritage of the pocket spring component.

Professor of Biomechanics at University of Central Lancashire and part of the team developing the new technology, Jim Richards, said: “This is a much more efficient arrangement and can lead to reduced impact forces and improved loading rates.”

Tom Hedley said: “This is definitely one of the most exciting and unique things we’ve done since Duncan and I started our company almost four years ago.

“It’s been a long process to get SPRINGURUS into production and bring them to market, and our involvement has been at every stage, even inventing the brand name itself.”

Duncan McEwan said: “The SPRINGURU™ team is massively experienced when it comes to the footwear industry, including associates from Oliver Sweeney and FitFlop.

“We’re extremely excited by the potential of these shoes and we know once people try them, they’ll want more.

“We love working on inventing new brands and helping existing brands rediscover their ‘mojo’.

“Amongst other projects we’re currently involved with, which includes whisky, vodka, gin and alcoholic chocolates, it’s certainly never boring!”

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