After stints at Rockport and Vibram USA, Tony Post is launching his own athletic footwear brand.
His Newton-based Topo Athletic will unveil an ultra-lightweight product line for running and functional training at next month's Outdoor Retailer trade show in Salt Lake City, in advance of a May retail debut.
Post, who left his job as Vibram USA's CEO in July after 11 years with the company, is keeping specifics under wraps for now, but says the footwear won't be minimalist or barefoot shoes like Vibram's FiveFingers.
"Part of what we're trying to do is innate amplification — taking what your body does naturally and amplifying some of those characteristics and experiences," he said. "We really believe in leveraging the body's natural biomechanics. We're not trying to correct the way you run."
The line includes a sock that works together with the shoes as a system.
Topo Athletic has a handful of employees in the Boston area and China, where initial products are being produced.
Post acknowledged the industry can be a tough one, but points to his experience with Vibram FiveFingers as proof a meaningful idea that improves quality of experience can take off, even amid a severe recession. Vibram USA sales grew from $3 million to $170 million during his tenure at the Concord unit of Italy's Vibram S.p.A.
A runner since the late '70s, Post decided on a footwear industry career almost 30 years ago after realizing he "wouldn't be the next Alberto Salazar."
Topo is backed by Post and $5 million in funding from Palo Alto, Calif.-based Norwest Venture Partners.
Post has had the "Midas touch" everywhere he's been in the footwear industry, Norwest general partner Jon Kossow said. "Footwear is obviously a large market, but I think ... Tony's vision for the brand ... will fill a niche between traditional athletic footwear ... and the wave of minimalism that Vibram and FiveFingers helped to create," he said. "The product has the unique combination of various technological elements that previously has not existed. We're hoping we can build a big company together."
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