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Arris Composites (Berkeley, Calif., U.S.) is introducing its first direct-to-consumer brand, Aurorra by Arris (AXA). The tech-driven collection will feature limited-edition products that leverage and scale the company’s carbon fiber technology capabilities. These products will be available exclusively at  and through surprise pop-up events.

AXA enables Arris to continue collaborating with leading brands, while supporting early tech enthusiasts. This reveal builds on the team’s recent announcements, such as its collaboration with the U.S. Army for continuous fiber insoles in military boots, and Brooks Running’s early 2024 launch of the Hyperion Elite 4 running shoe featuring .

Inspired by the performance benefits of “super shoes,” footwear engineered to enhance a runner’s speed and endurance, one of the initial AXA drops — the Kype Pro super shoe introduced by the Craft Sportswear team — is being released during NYC Marathon weekend, Oct. 31-Nov. 2, 2024 at the Craft Running on Broadway in New York. It includes an insole featuring Arris carbon fiber propulsion plates and Pebax polymer foam. These insoles are engineered to maximize energy return and reduce physical strain during daily activities such as standing, walking or playing. Engineered for all-day wear, these super insoles offer high-tech premium materials typically limited to elite athletic footwear, making them a functional upgrade for everyday shoes.

In addition, the company notes that its design, materials and production platform also reduce carbon emissions, energy use and waste by using recyclable thermoplastics and bio-based materials compared to traditional weave-based composite methods.

Arris says to expect more than footwear-related products from Aurrora, such as ultra-lightweight phone cases and other premium gear (to be revealed) that benefit from the performance advantages of advanced composites. Products will first be available in the U.S. in 2024, then internationally in 2025.