FORUS Athletics

FORUS, Inc. or FORUS Athletics
Origins and History
FORUS, Inc. or FORUS Athletics () is a sporting goods brand that was established in 2010. The company markets athletic shoes, street fashion and athletic wear. As a for-purpose business, FORUS Athletics targets socially conscious customers, casual runners, fashion consumers, sports teams and athletes.
This alliance of community and business is symbolized in their logo. Two hands interlock in a gesture of solidarity working together to create a better socially accountable business. The name, “FORUS” combines “for” and “us” reminding the wearer that every time they purchase a FORUS shoe, they contribute to their community. The FORUS brand wants the wearer to make a statement about their involvement and concern in their fashion choices.
PolstarMax6 Insole
Currently, FORUS is promoting their 2011 Red line collection and a new shoe insert product, PolstarMax6 insole, promising comfortable support while still providing a proper fit. The insert is described as a new innovation (patent pending) on previous technology that melds the gel of an after-market product and the foam insoles of most existing products. The result is supposed to create a cushioning effect and can be removed and placed inside any shoe. According to the FORUS mission statement this was a solution to the founders’ frustration with “popular running shoes, where the outsole fails in its purpose to provide appropriate shock absorption and leads to pain, discomfort and shorter workouts.”
Products
The Red Line Collection by FORUS features women's, and children's casual and athletic shoes. The men’s street wear is described as “blending luxury European style and American fashion culture” and features their popular XG Fusion design. The FORUS is defined as an environmentally friendly and ultra-light weight athletic shoe with a self-adjusting insole to fit your stride and reduce chances of injury as well as back, calf and knee pain. Breathable mesh, cushioned and shock absorbing midsole with stability and arch features make up the materials and design of the , a high performance running shoe in the first FORUS 2011 line.
Philanthropy
The philanthropic facet of FORUS operates locally and internationally. The sports brand describes itself as a proponent of responsible capitalism pledging to continuously [http://www.wearforus.com/mission.html donate 10% of profits] to the benefit of children.
In local communities FORUS gives shoes to needy children, donates to children’s charities and awards scholarships to students who demonstrate a commitment to working with kids. Since many corporations provide scholarships to elite schools, FORUS seeks to award students, regardless of institution, who compose articles describing why they want to assist youth. The winner’s of the scholarships are, in part, determined by the conversations and comments generated around the students’ essays published on the FORUS Athletics website.
Internationally, realizing that over 80% of the factories workers are female, FORUS pledged to annex a free-of-charge child-care center to accommodate children of parents who spend long working hours at the factory. This project was inspired by the founders’ experiences visiting over 17 factories before narrowing his choice to the two that FORUS continues to work with today. The company also plans to provide English lessons to these children because it believes that this skill can be an important stepping-stone to success. FORUS claims to be continually seeking ways to contribute to the welfare of children in need.

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