Since 2013 JV International, headquartered in Tavernerio (Como province) and boasting a deep know-how in the footwear sector, has held the worldwide license for the design, development, production, marketing and communication of Michelin soles.
We asked Morena Baleani, International Sales Manager of JV International, how the collaboration between the Ambitious and Michelin brands came about and what are the goals of the Venture spring-summer 2024 collection presented at Pitti Immagine Uomo in Florence.
Morena Baleani, very often, when choosing a shoe or a sneaker in particular, one is conditioned by the aesthetics of the model, by the colors and their combinations, with the risk of forgetting the primary task of the shoe: guaranteeing stability and balance to the wearer. What is the technological response given by the encounter between Ambitious and Michelin soles?
“The collaboration between Ambitious and Michelin soles, through JV International, the worldwide licensee of the French brand, is the natural consequence of the need and choice of a technical sole on a sneaker. The development, design and production of technical soles also in the lifestyle field is one of the strengths of Michelin soles. For Ambitious, the choice fell on the compound from the ‘traction’ family, a range of compounds made with a high percentage of natural rubber, which guarantee grip and stability on any surface on the one hand and exceptional softness and comfort on the other, ideal for sneakers.”
Leisure sneakers’ look, however, matters a lot! According to Michelin soles, what are the aesthetic choices you made so that the consumer’s eye also moves downwards?
“Integrated visual technical harmony. This is the aesthetic secret of the Michelin soles for Ambitious. Our designers have developed a sole able to elevating the beauty of the upper, incorporating the technical value, giving utmost value to the benefits in a harmonious way, becoming one of its recognizable traits. In the Venture Collection this combination stands out in the choice of colours, in the design of the sole, resulting in a fresh and dynamic look.”
Michelin tires are designed to travel in a relatively linear manner, while the human movement of the body, legs and feet is diversified. How does Michelin’s ground contact experience personalize the Venture sole?
“One rolls on the ground, the other tramples on it. The methods are different, but the imprint is the same. In fact, it is undeniable that the sole of a shoe has so much in common with the tire, so much so that even the glossary unites them: footprint, tread, rolling, stability, rubber, grip, durability. The idea is to ‘transfer’ the performance of one or more tires to the sole of the footwear, so as to create products that are always exclusive in terms of compound, materials and design. Each sole has its own uniqueness, in line with the design and technical needs required and studied together with Ambitious, to obtain increasingly performing results even in a sneaker collection like the Venture. We often associate the technical aspect of the sole with sports or work shoes, but we don’t look for it in a sneaker. Instead, this is a behavior on which we should all reflect and pay attention; Ambitious got there before others, because also and above all in casual urban use the need to have grip soles is essential.”
VENTURE BETWEEN DESIGN AND TECHNOLOGY
From the encounter between Ambitious and Michelin comes a sneaker with a lively and contemporary appeal, whose sole boasts highperformances.
A perfect combination of style and functionality As the name suggests, reinventing and overcoming limits are the two goals that define the essence of Ambitious, the Portuguese footwear and lifestyle brand that blends tradition and innovation in the name of quality. With the ambition of developing an innovative approach to footwear through revolutionary products in the fashion world, Ambitious has chosen as its partner JV International, global licensee of Michelin soles, to create a sneaker collection that ensures a new movement experience.
The summer 2024 Venture Collection highlighted at the latest edition of Pitti Immagine Uomo is a perfect combination of style, functionality and comfort. The sole, inspired by the traction and durability of Michelin tires – is the focal point: the compound of the “traction” family – made with a high percentage of natural rubber – meets a special tread design which, thanks to the layout and shape of the side and toe knobs, guarantees greater grip and stability on any terrain as well as superior flexibility and traction of the foot. The toughness of the heel also ensures effective heel protection. The comfort and optimal cushioning also come from the use of a midsole made by JV International featuring a high-bounce biological material based on ethanol produced from sugar cane. Because even the environment wants its part!
Finally, the Michelin technology applied to the soles blends with the lively and modern look of the upper, a fusion between attention to detail and the mix of different materials – such as precious Nabuck leather and suede fabrics – vibrant colors and captivating patterns. For a young, exclusive and daring look.
