PT Vita Nova Atletik, through its proud local brand Ortuseight, has officially expanded its product portfolio by launching a new performance shoe titled HYPERFIT. This product is tailored to target the hybrid sports market segment, which is increasingly popular among urban dwellers with active lifestyles.
Priced at IDR 2,199,000, HYPERFIT is claimed to accommodate the needs of users seeking a single pair of shoes for two main functions: running and functional training. Unlike conventional running shoes, HYPERFIT is engineered with specific adjustments to the midsole and outsole to ensure solid, controlled footing during transitions between activities.
Sarwoko, Product Development Manager at PT Vita Nova Atletik, explained that the shoe's structure focuses on stability. The use of engineered mesh material in the upper, combined with a webbing system, provides a precise lockdown fit. This is crucial for supporting dynamic movements without compromising flexibility or breathability for the user.
In terms of durability, the outsole relies on a zig-zag traction pattern with a measured rubber hardness level. This design was developed to offer an optimal balance between durability and traction during sudden acceleration and rapid direction changes.
The development of this product involved athletic expert Mike Trees, who brought a sports science approach to the design process. This collaboration ensures that every biomechanical aspect of HYPERFIT has been tested to meet modern athletic performance standards. The shoe is scheduled to become widely available on the market in the third quarter of 2026.
