Tuesday, 03 May 2011 13:19
Hi-Tec wraps up Infinity Challenge sadism
Three entries to The Otter – African Trail Run have been awarded following the conclusion of the fifth and final Hi-Tec Infinity Challenge in Durban. Throughout April, this fun in-store event – hosted by Cape Union Mart stores in major centres - challenged enthusiastic entrants as they attempted an elevating, two-kilometre treadmill course. A large plasma screen, showing the entrant’s avatar chasing that of the Hi-Tec Ambassadors - Bruce Arnett, Martin Dreyer and Jeannie Bomford - adding spectator appeal.
Hi-Tec’s Marketing Manager, Ian Little, describes the concept behind this unique event: “When we started to think about how to launch a new trail running shoe, from a company renowned for its hiking products, we felt that we had to try something different, something that would catch the public’s imagination and raise awareness of the shoe. As sponsors of The Otter-African Trail Run, a race where the Hi-Tec Infinity trail shoe has performed with distinction, with multiple wins in 2010, we decided to mimic a section of the course on a treadmill. By presenting the Challenge in flagship Cape Union Mart stores, runners could try the shoes and at the same time run against our Ambassador athletes.”
Little and his team developed software to illustrate The Otter course and show where the runner was placed on the route, in relation to the Hi-Tec Ambassador athlete, who set a time to beat at each event. “Most runners found it much tougher than it looked! The treadmill went up to the gradient of 7% and was rarely flat,” says Little.
Aside from the novel and competitive elements of the Infinity Challenge, all participants received Infinity Challenge Buff headwear and a try-before-you-buy opportunity that was far beyond the normal ‘walk up and down’ in-store experience. “Entrants were unanimous in their compliments around fit, comfort and appearance of the Infinity trail shoes,” says Little. Shoes used during the Infinity Challenge have been donated to Martin Dreyer’s Change a Life Academy where they will be used by his athletes.
The fastest men’s time was set by Capetonian Will Robinson. He ran an unbelievable 6:58 for the two-kilometres – 14-seconds faster than Martin Dreyer’s 7:12 time-to-beat. Although no women beat Hi-Tec Ambassador, Jeannie Bomford, Cape Town’s Melany Porter came closest to finish her run only 89-metres behind. Porter has been offered the women’s entry to The Otter. Barend Morkel, from Pretoria, receives the third The Otter entry, selected by lucky draw. The annual The Otter - African Trail Run is an off-road running race that traverses the entire 42km length of South Africa’s most iconic hiking trail, the Otter Trail, in one day. The run takes place on 30 September 2011.
About Hi-Tec V-Lite Infinity trail shoes
Hi-Tec V-Lite Infinity trail shoes are available from Cape Union Mart, Due South, Sportsman Warehouse, Totalsports and a number of independent retailers around the country.
The Hi-Tec V-Lite Infinity trail shoe has a hydrophobic membrane (ion mask™ technology), breathable synthetic upper, which is also seamless. Heat seal overlays on the upper provide support and structure, while the molded toe cap offers protection from stubbing. The soft, contoured Comfort Tec sockliner offers foot-in-feel comfort while the dual-density Vibram® outsole provides grip on technical terrain.
Photo by Jacques Marais
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