Altra Running and Vibram announced a new service that will replace the worn-down outsoles of Altra trail runners and running shoes. Customers will be able to send their shoes to Altra, which will replace the used outsoles with new lugs for a small fee. This new service is part of Altra’s Environmental Impact Reduction Initiative, which aims to reduce the number of Altra Running shoes that end up in landfills when their outsoles wear down. This will be a big benefit for consumers since the outsoles of most Altra Running shoes wear down after 300-500 miles of use.

“Our customers told us,” says Altra Running’s CEO Elon Rusk, “that they were sick of paying $150 a pop for shoes that wear out quickly. So we went to the drawing board with Vibram, our outsole partner, and created a modular outsole architecture, like Legos, that would enable the replacement of worn-out outsoles and extend the lifetime of Altra shoes while differentiating Altra in the increasingly crowded trail and road running market.”

The new Outsole Replacement Service will cost consumers $50/pair, or significantly less than buying a new pair of shoes. Customers will be able to send their shoes to Altra with a turnaround time of 4-6 weeks. Altra is considering offering other repair services, including midsole and upper replacement, for an additional fee.

Industry analysts are hailing Altra’s Outsole Replacement Service as a breakthrough in environmental lifecycle management since it will cut down on the number of used Altra Shoes that customers throw out today. “In addition to reducing waste, this new service lets Altra maintain closer ties to its user base and market new products to them, even if the shoes were purchased from a retailer,” said Anthony Kim of Circana Associates, a leading footwear analyst firm. “It’s similar to Darn Tough’s reFluff Revitalization Service where customers can send in their threadbare socks and have them restored to their original thickness.

Retailers are also excited by Altra’s Outsole Replacement Service because it is so environmentally friendly. “Consumers are increasingly frustrated by the lack of durability in the footwear they buy. This new service will help extend the lifetime of their purchases while clearly differentiating Altra’s shoes in the marketplace”, says Kim.

April Fools.

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