OFFICIAL PRESS RELEASE - LAKE FOREST, Calif. (Sept. 03, 2008) – etnies, one of the leading action sports footwear and apparel brands in the world, is proud to announce the launch of the “Grow with Me” fit system, that will be featured in its etnies Kids line of toddler’s shoes, specifically created with growing feet in mind. After seeing an absence of developmentally sound, proper fitting, affordable, long-lasting footwear in the industry, etnies’ Sole Technology Institute developed a new fit system with a two-step process to give children the best fit possible, and to increase the length of time a child can wear the shoe.

etnies’ new “Grow with Me” fit system includes features that are developmentally proper for the new walker. The first part of the system addresses getting the proper fit; the shoes are constructed on an extra wide last to accommodate the unique shape of children’s feet as they are learning to walk.  They feature a molded EVA footbed that helps fill the heel cup and grab and hold tiny heels inside the shoe.  All of this is set on top of a super pliable TPR outsole that allows the flexibility needed for children’s feet as they are learning to take their first steps.

As the child’s foot grows and the shoe becomes snugger, consumers can then take advantage of the etnies “Grow with Me” fit system. “Grow with Me” differentiates the etnies Kids toddler collection from other children’s shoes in the length of time the shoe can be worn. The shoes now include an additional 1.5mm EVA insert that can be removed when the shoe becomes too snug on the child’s foot, creating more room and increasing the time a child can wear the shoes. While regular children’s shoes must be thrown out once they’re outgrown, “Grow with Me” can be adjusted to extend the life of the shoe, allowing kids to sport their favorite looks even longer, and reducing the financial strain that parents face when raising a growing child.

The “Grow with Me” fit system will be incorporated into two toddler models: the Toddler Callicut and Toddler Fader of etnies Kids footwear, and will be available in stores in Spring 2009, retailing at $27.

About etnies:
Established in 1986, etnies is the first skateboarder-owned and operated global action sports footwear and apparel company.  etnies not only pushed the envelope by creating the first pro model skate shoe, but it pioneered technological advances and changed the face of skateboard footwear forever. Today etnies’ vision is to remain the leading action sports company committed to creating functional products that provide the most style, comfort, durability and protection possible.  etnies stays true to its roots by sponsoring a world class team of skateboarding, surfing, snowboarding, moto x and BMX athletes and continues its dedication by giving back to each of these communities.  For additional information, visit www.etnies.com.

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