The Ampla running shoe was a highly anticipated product that was set to revolutionize the running shoe industry with its innovative design. The shoe featured a carbon-fiber, lever-like outsole that was designed to propel runners forward, reducing the amount of energy required to run. However, despite its promising technology, the Ampla running shoe seems to have disappeared from the market.
The Rise and Fall of Ampla
Ampla was a company that aimed to disrupt the traditional running shoe industry with its unique design. The shoe was designed to encourage forefoot striking, a running technique that is believed to reduce the risk of injury and improve running efficiency. The Ampla shoe was released in 2014, around the same time that Vibram Five Fingers settled a class-action lawsuit over false health claims ¹.
Quiksilver’s Sale of Ampla
Quiksilver Inc., the parent company of Ampla, filed for bankruptcy in 2015 and began restructuring its business. As part of this process, the company decided to sell off some of its assets, including the Ampla brand. In a surprising move, Quiksilver agreed to sell Ampla to two former executives, Rob Colby and another unnamed executive, for $200,000. This sale was subject to approval by a bankruptcy court ².
Current Status of Ampla
Today, it appears that the Ampla brand is no longer operational. The company’s website is no longer available, and there have been no new products released in recent years. While there are still some online retailers that sell Ampla shoes, these products seem to be from old stock, and there is no clear indication of whether the brand will be revived in the future.
Reasons for Failure
While it’s difficult to pinpoint the exact reasons for Ampla’s failure, several factors may have contributed to its demise. One possible reason is the competitive nature of the running shoe industry. With established brands like Nike, Adidas, and Brooks dominating the market, it can be challenging for new companies to gain traction.
Additionally, the innovative design of the Ampla shoe may have been too radical for some runners. Forefoot striking, which the shoe was designed to encourage, is a running technique that requires a significant adjustment period. Some runners may have found it difficult to adapt to this new technique, which could have impacted sales.
The story of Ampla serves as a cautionary tale for companies looking to disrupt the status quo in the running shoe industry. While innovative designs can be successful, they also come with risks. Companies must carefully consider their target market, competition, and potential challenges before launching a new product.
In the case of Ampla, it’s unclear whether the company will be revived in the future. However, its legacy lives on as an example of innovation and risk-taking in the running shoe industry.