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P2i Ltd’s Technology goes HI-TEC
Sports shoe manufacturer, HI-TEC, has launched their first walking boot using P2i’s technology


Press release
24 Sept 2008 th

Oxford, UK - HI-TEC’S launch of the V-Lite Altitude Ultra Wpi has received unprecedented press over the past few months as it makes its way to shelves worldwide.

The V-Lite Altitude Ultra Wpi, available in men’s and women’s sizes, has had sports fanatics and technology enthusiasts alike talking about the ion-mask technology applied to the boot rendering it totally water-proof yet completely breathable.

Following the over-whelming response to the boot, HI-TEC already has plans to extend the ion-mask technology to other shoes in its range. Leading up to the launch, P2i’s technology generated media in The UK’s Guardian, Sky News, SGB Golf, numerous trade magazines as well as Sport Magazine who dubbed the boot “flipping fantastic”.

Presenter of The Gadget Show, Jason Bradbury, hosted the world-wide consumer launch. Jason, who demonstrated the technology to journalists at the London Aquarium, said the science behind the boot was truly amazing and innovative. “It’s possibly one of the most remarkable thing’s I’ve seen,” he later added. “This technology is phenomenal.”

In addition to media stardom, the boots has also made celebrities of its makers. HI-TEC and P2i won the BrandNew Awards 2008 ISPO Sportwear Category for the boot’s technology and HI-TEC has also been short-listed for the Sports Industry Awards.

HI-TEC SPORTS was founded in 1974 and today there are over 500 HI-TEC styles being commercialised throughout 80 countries world-wide.

In the United Kingdom their commercial strategy has consistently been to focus on the mid-price market segment, and as a result HI-TEC has secured wide and varied distribution to include both sportswear retailers and general 'high-street' shoe shops. This aggressive distribution orientation has positioned the company as one of the four unit volume leaders throughout the UK sports shoe market consistently over the last ten years.

The company currently employs approximately 500 employees and generates global sales of more than US $250 million.

To see read more about HI-TEC and the V-Lite Altitude Ultra Wpi boot and view clips of the technology in action, visit:

http://www.hi-tec.com and http://www.wetisdry.com

To see the BBC’s coverage of P2i visit:
http://news.bbc.co.uk/1/hi/technology/7587702.stm

About P2i Ltd
P2i Ltd was established in 2004 to commercialise super liquid-repellent treatments developed by the Ministry of Defence. Now on a commercial scale, P2i’s enhancement process can be applied to a wide range of products in the performance textiles, filtration and bio-consumable markets.

For further information on P2i Ltd please contact: Dr Ian Robins, P2i Ltd, Unit 14,
Central 127, Milton Park, Abingdon, Oxon, OX14 4SA, Tel: +44 (0) 1235 838280,
Fax:+44 (0)1235 861214 Email: info@p2ilabs.com
Web: www.p2ilabs.com

For media enquiries relating to P2i Ltd or ion-mask™ please contact: Simon Maris,
Cognition PR Tel +44 (0)1926 330800 or email: simon.m@cognitiongroup.co.uk


Publisher Contact Information:

Plasma Product Innovations (P2i)
+44 (0) 1235 838280
info@p2ilabs.com

Company profile of Plasma Product Innovations (P2i)
Past press releases of Plasma Product Innovations (P2i).

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