InFocus – “From Tyres to Technical Soles” Press Event

JV International, the licensee responsible for MICHELIN technical soles, and MLL held a joint press conference to officially announce their collaboration. The event was held on 26th November at the Michelin Technology Centre at Ladoux, Clermont-Ferrand, France. It was a real success story for both JV International and the launch of the MICHELIN technical soles business.

The event was attended by 40 journalists, in the main, from France, Italy and the UK and from a mixture of industries; corporate, local and specialised. A press kit was produced for all of the journalists attending the event, but was also sent out by all Michelin Press Officers worldwide to their journalist contacts.

It was a real success story for both JV International and the launch of the MICHELIN technical soles business.

There were 230 articles produced in 2 weeks immediately after the press conference with an equivalent advertising expenditure of €803k and over 20m possible contacts reached. 99% of all articles written were either of a positive or neutral nature.

Also attending the event were representatives from Jihua, JV International, MLL and Michelin.

The event saw the three companies talk about the partnership to design a new generation of shoe soles, transferring technology from tyres to soles, as well as facts and milestones of JV International and Michelin businesses, and explaining the MLL mission of extending the MICHELIN brand’s reach.

At the heart of the press conference were the products which were recently launched:

Motorcycle boots with TCX

• TCX Adventure Infinity with a sole inspired by the MICHELIN ANAKEE 3 Enduro tyre
• TCX X-Cube / X-Square Plus Urban with a sole inspired by the MICHELIN PILOT RO AD 3 and the MICHELIN PRO GRIP 4.

Mountain biking shoes with Northwave

• Northwave Dolomites Evo Rock’R with a sole inspired by the MICHELIN WILD ROCK’R 2 Enduro tyre
• Northwave Spider Plus 2 / Spider 2 – X Crossbow with a sole inspired by the MICHELIN COUNTRY MUD and MICHELIN COUNTRY TRAIL tyres.

Safety boots with Diadora

• Diadora Artic with a sole inspired by the MICHELIN ANAKEE 2

Other products, which were not part of the press conference, are:

• Trail running shoes by Under Armour and Sawela with a MICHELIN sole inspired by the MICHELIN COUNTRY MUD and WILD GRIP’R tyres
• Work safety boots by Dickies with a MICHELIN sole inspired by the MICHELIN CITY PRO tyre
• Snowboarding boots by Ride with a Michelin sole inspired by the MICHELIN COUNTRY MUD tyre