We set out to create a shoe as comfortable off the bike as on it, possess ample safety features, and attract the right attention - it has succeeded. The Fuel shoe (just one style) was responsible for 30% the footwear sales in stores that typically carry over 30 styles. Fuel features include full leather upper, medial and lateral protection, a speed lace covering cinch strap, and finemold rubber details to grip the shifter while protecting the upper from wear.
We deliberated on what a Shift footwear product should be and quickly honed in on bridging the gap between the over engineering of most moto boots and the good looks and walking comfort of casual shoes. There was room to apply the necessary protective features to a more comfortable chassis. From those realizations came the inspiration for a product that revolutionized motorcycle footwear.

The protective needs of a motorcyclist primarily revolve around the ankle, where the boldest feature of the boot is found. A TPU protector is stitched to the upper and bonded between it and the outsole. To ensure the boot stays on the foot we added a Velcro strap that cinches via a medial D-ring and integrates with the ankle protector. Micro injected rubber was added to the lower lateral area for additional abrasion resistance and segmented to eliminate rigidity in the flex zone. But the functional story goes beyond protection, extending to the interface of shoe and bike. Keeping the laces from tangling in the controls is an important safety consideration. This is addressed with two solutions; 1) the ankle strap also conceals the laces at the top and 2) the toe panel is extended up the throat and forms a loop to protect the lower laces from hanging up on the shifter and brake pedals. Lastly, more micro injected rubber was added to the toe to grip the shifter and protect it from wear. A speed lacing system further protects the laces while a slim profile allows the foot to fit nicely below the shifter and minimize foot travel when shifting.
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