Friday September 24, 2021

Forus Athletics



lightweight running shoes with shock-absorbing technology


Joel Vinocur and Arsene Millogo


$200,000 for 15%





Company Background

What is Forus Athletics?

FORUS’s athletic gear created an innovative type of shoe insole. The PolarMax 6 insoles provide shock absorption, allowing for a comfortable fit across the entire foot. As part of Forus line of shoes, the insole is integrated but also removable. With PolstarMax 6, any shoe provides comfort, safety, and performance.

Who Owns Forus Athletics?

Forus was founded in 2010 by Joel Vinocur and Arsene Millogo. Vincour is a business administration grad from Robert Morris College. He is currently Senior Manager, Channel Sales at Proof Point. Originally from West Africa, Arsene Millogo has studied law. Millogo’s career is unclear since Forus came to an end.

Founder’s Story

Forus started with Millogo’s own experience at the track and the need for durable shoes. Runners’ shoes were not only short-lived, but many did nothing to relieve foot, spine, and calf pain. In response to the lack of quality in most running shoes, an innovative idea was born. A college connection led to a manufacturing deal for the Forus business. Mistiming the product launch late in the season was a major setback for the company. Early spring is the best time to introduce new footwear products to the market for the upcoming running season. The company launched at the end of summer. Despite this, all retail stores have reordered shoes since the initial launch. And, Forus was able to secure major endorsement deals through NASCAR, which helped the company tremendously. A lack of inventory control, distribution, and investment capital was the ultimate pitfall for the brand.

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