no new folk studio Inc. announces strategic investment from ASICS
Investment will accelerate partnership to co-develop smart running shoes to be launched in 2020
no new folk studio, sensor technology pioneer developing IoT products, services, and platforms, announced that it has received investment from ASICS, a leading supplier of high-performance sporting goods and services. ASICS’ investment was made through ASICS Ventures, a subsidiary and investment arm of ASICS. The investment and expertise from ASICS will accelerate the co-development of smart running shoes that is intended to be released in 2020.
no new folk studio and ASICS Institute of Sport Science (ISS) have been working together since April of 2017 to discuss the possibility of developing smart running shoes that give runners real time feedbacks on the changes in foot movement. no new folk studio applied for ASICS Accelerator Program, where no new folk studio received Grand Award, the highest award granted at the program.
Together with ASICS, no new folk studio aims to create a new type of footwear that can conduct a high level foot movement analysis in real time but also preserving its quality as running shoes. Combining ASICS ISS’s knowledge of human biomechanics and the data collected from no new folk studio’s sensor, the shoes will be tailored to quantify and visualize the characteristics of the runner’s gait, performance and strain when running.
The prototype of the smart running shoes was presented at the ASICS booth at CES 2020 in Las Vegas, USA. The prototype was demonstrated by running through a virtual reality space on the treadmill, ORPHE TRIP, which no new folk studio created for the occasion. no new folks studio and ASICS intends to launch its first smart shoes in 2020.
Left：Yasuhito Hirota, President and COO of ASICS Right: Yuya Kikukawa, CEO / Founder of no new folk studio
no new folk studio Inc.
Founded in 2014, nnf develops IoT products, services, and platforms with the mission “Sensing feet, Changing everything.” As a Japanese startup, released the world’s first smart footwear for entertainers and performers, “ORPHE ONE” in 2015. ORPHE ONE is equipped with full-color LED soles and high-precision motion sensor technology, which allows the shoes to emit light and sound, that takes performer’s expression to the next level. In 2018, nnf released “ORPHE TRACK” which is a sensing solution that allows any and all kind of shoes to become a smart footwear. nnf has been working towards applying ORPHE TRACK for sports analysis, health care, nursing care and medical purposes. nnf’s main business is developing new types of IoT and wearable devices as well as analyzing streamed data received through the sensors.
ASICS Ventures Corporation
ASICS Ventures Corporation is the investment arm of ASICS, a supplier of high-performance sporting goods and services. To expand ASICS’ business, ASICS Ventures Corporation promotes business development as well as making investments in startups.