Making Science Make Sense
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Need: What do you do when you have a great product, but lack the marketing muscle to sell it? This was the case for Camille Luprete, a professional powerlifter who developed and patented a shoe specifically for lifting. She turned to friends at D'Vinci International Communications to help her find a potential buyer for the shoe. To assist with contacting vendors, D'Vinci needed a short brochure that would introduce the product and serve as a leave-behind. Solution: Deborah Ausman helped Camille and the D'Vinci team develop its positioning for the boot concept. She then developed the copy for this tri-fold brochure, which features user testimonials to prove the shoe's utility. Copyright © by D'Vinci International Communications. All rights reserved. Reprinted here by permission. [COVER PANEL] The Powerlifting Boot: Performance Meets Protection [INTERIOR FLAP] Strength. Stability. Stamina. These cornerstones of a good lift all rest on a somewhat unreliable foundation: the human ankle. A shake here or a twist there, and the ankle gives out, compromising a lifter's performance and safety. The Powerlifting Boot from Lifter's Athletic Wear is the only shoe designed specifically to provide the unprecedented ankle support required by high-impact sports such as weight lifting. In fact, it's the only shoe of its kind--developed by a professional lifter who saw one too many peers back dangerously out of the rack wearing tennis shoes or slippers. The Powerlifting Boot's patent-pending design offers unique features that could be adapted to any sport that places undue strain on the ankle joint.
[QUOTE] "I like the extra stability in the ankles of the boot, plus the leverage. This boot has put explosion back into my deadlifts." --Charlie Brown, Powerlifter, Houston, TX [INSIDE: LEFT TWO PANELS] Design Elements of LAW's Powerlifting Boot [copy accompanied by illustration of boot]
[copy accompanied by image of foot/ankle joint] Powerlifting may seem specialized, but it dramatically exposes the type of injury common to most high-impact sports. Ankle sprains are one of the most common types of sports injury. Ninety percent of all ankle injuries are inversion sprains, caused by the foot turning or rolling inward. In a powerlifting squat or deadlift, the feet and ankles must work harder to keep the lifter's body stable under the extra weight. Under pressure, the joint can buckle. At best, the lifter compensates, losing power in the process. At worst, the movement can cause a sprain or other injury. The Power-Lifting Boot is the only shoe available that has been specifically designed to address these types of injuries--and improve the performance of participants in all sports that put pressure on the ankle joint. [QUOTE] "In tennis shoes, you actually feel pressure in the toe and the heel area of the foot. I have also used military boots, and in those the heel provides an awkwardness or tilt. This boot is hard enough that it doesn't shift on you, yet flexible--it allows you to maintain stability without compromising balance." Tim Dawson, Powerlifter, Fulshear, TX. [BACK PANEL] Designed by a Lifter, for Lifters Camille Luprete, the lifter who designed the Powerlifting Boot, founded Lifter's Athletic Wear in 2001. A sergeant and 28-year veteran of the University of Texas, Houston, police department, Luprete has been a competitive powerlifter for just four years. But in that time, she has won three medals at the World Police Games, two of them gold. She developed the Powerlifting Boot when she discovered that no other shoe--for any sport--provided adequate, comfortable ankle support. While designed specifically to meet the needs of lifters, the infrastructure of the Powerlifting Boot could be easily adapted to any sport or activity that places undue stress on the ankle, such as
[QUOTE] "This boot is the only shoe I have found that keeps me from dumping weights due to my heels rolling in. There is nothing like this out there--I just love the boot!" --Renee Oglesbee, Powerlifter, Houston, TX |