VF corporation bought the running shoe brand Altra
North Carolina’s VF Corporation has bought running-shoe brand Altra. For Altra, a company born in the kitchen of one of its founders, the move is indicative of astronomical growth over the past decade. In 2008, marathoner Golden Harper began melting shoes in a toaster oven and cutting excess midsole foam from the heel, believing that a flatter midsole would help alleviate running injuries. VF owns North Face, which also makes running shoes. With both brands under the same umbrella, they could be forced to alter the products they manufacture or the consumers they target to avoid competing with one another.
posted Tuesday March 27th