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Michelin radial tires' technology and performance applied to Northwave all-mountain shoes to debut at Eurobike.

From tires to soles, from cars to bikes: this was the sparkle the cooperation agreement between cycling shoes leading brand Northwave and JV International, strategic partner for innovative Michelin technical soles, started from.

Through its Headquarter in Como and Design Center research group in Verone, JV International employed Michelin tires' technology to test and co-project with Northwave an innovative range of soles, set to improve off-road shoes' performance while displaying a captivating and unique design.

Conceived for off-road bikers, the three new models coming out the partnership between Northwave and Michelin Tech Soles will be the first ever cycling shoes to employ Michelin technology, as a Worldwide exclusive, and will be launched by the Italian company during the upcoming Eurobike Expo Fair in Friedrichshafen (Germany), from 27th to 30th of August.

"The agreement we signed with Michelin Soles is a great stride for our company – Northwave Founder and President Gianni Piva explained –. Tire treads' technology by Michelin means a terrific strategic added-value to further improve the performance of our off-road footwear".

"JV International mission is indeed the transfer of knowledge from tires to technical shoes' soles - JV International Managing Director Ambrogio Merlo stated -. Research, technology and innovation are the key-values to share with our Partners; we immediately found a perfect tuning with Northwave's view and targets, hence we felt strongly motivated to establish a new relationship".

About Northwave: Founded in Montebelluna shoes-district in late Eighties, Northwave is based in Onigo di Pederobba (Treviso). Since 1993 to date, the company acquired solid market shares worldwide through its cycling shoes, but eventually emerged and established as an overall and high-quality cycling brand with a unique style, "from head to toe": not only shoes, but also helmets, glasses, clothing and accessories.

About JVInternational: Michelin, leader company in the tire sector, and Jihua Group Corporation Limited, Chinese state company operating in technical textiles and clothing, signed a historical agreement to produce and sell high-performance soles. Michelin-branded technical soles will be the outcome of such prestigious cooperation.