B R A N D O F T H E B R AV E C ATA LO G U E 2 0 1 3
Table of Contents the History Page 2
the Technology Page 4
the Apparel Page 6
the footwear page 8 10
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HISTORY Five Ten is a family-owned company that
is dedicated to making the best outdoor sports footwear available. Five Ten was founded by Charles Cole in 1985. Cole had finished up his MBA from University of Michigan, and was hanging out in Yosemite, putting up spectacular first ascent aid routes—many times solo. After a slip while descending El Cap, he decided that climbers not only needed high-friction rubber on their climbing shoes, but on their walking shoes as well. Being a man whose passion and focus matches his great intellect, Cole immediately resolved to create a new rubber compound that would help climbers on every angle surface. Reaching back to what he’d learned while obtaining his engineering degree from University of Southern California, he set his sights on developing a revolutionary rubber formula that would have better friction and higher durability than anything climbers had ever experienced.
Brand of the Brave 2
Five Ten was born, and in 1986, Cole, with the support of his parents, Mary and Charles Sr., began distributing a new line of approach and climbing shoes with Charles’s new Stealth rubber soles. Climbing suddenly got easier. Because the soles actually stuck better to the
rock, climbers could ascent routes that had previously been unattainable. Charles Cole, Five Ten and Stealth rubber helped to open climbing to a new generation of athletes for whom friction meant everything. Now, the Redlands, California-based company makes shoe with their proprietary Stealth rubber for a variety of outdoor disciplines. Five Ten climbing shoes are depended upon by the world’s top climbers. Even climbers who are paid to wear shoes by other companies resole with Stealth. Stealth Rubber resole kits make up 99.9 percent of resole sales world wide. Five Ten multi-sport shoes are now favorite footwear of downhill mountain bikers, paddlers, hikers, trail runners and climbers. From elite, world class athletes to every day outdoor enthusiasts, people know that Five Ten is the most authentic footwear brand available. As Cole found out on El Cap, and athletes find out everyday, friction does make a difference. Add that to the unique comfort, durability and technological advances of Five Ten, and you have the best footwear in the world.
technology Five Ten leads the shoe industry with inno-
vation. In 1985, Five Ten founder and President, Charles Cole, developed a rubber that made climbing easier. Stealth Rubber soles increased the amount of body weight a climber could exert on his feet before the rubber bond broke away from the rock. Simply by buying a new shoe, climbers could climb better. Since then, Cole has upped the ante with Stealth S1, Stealth C4, Stealth HF (high friction), Stealth Amphibia (for water), and now Stealth ONYXX, which is twice as durable as any other climbing rubber available, with 25 percent more friction. But rubber is just the start. In the climbing arena, Five Ten is responsible for the modern rock shoe design. Cole invented the first sling shot rand, the first down-turned last, and the first heel wedge to cushion impact. Other firsts include pull tabs on both climbing and approach shoes, baseball stitching in climbing shoes to alleviate hot spots and graded midsoles to adjust the shoe’s flexibility to different climber weights. Cole also invented the fishhook midsole, a leap in rock shoe design because, for the first time, a rock shoe could have
stiffness around the toe’s perimeter for precision edging, and a flexible underfoot for smearing and sensitivity. Five Ten also introduced the first and sensitivity. Five Ten also introduced the first selfdraining water shoes, and the first ankle to toe lacing on approach shoes, which allows a custom, performance fit.
GUIDE TENNIE CANVAS BY FIVETEN
Because of Five Ten’s commitment to innovation and performance, Five Ten is the shoe-of-choice for the world’s top climbers. Even climbers who are paid high-dollar salaries to wear other brands secretly resole with Stealth rubber. From hiking to paddling to mountain biking, recreational and expert athletes alike know that Five Ten means more than footwear—Five Ten shoes are essential equipment for adventure. When you buy Five Ten, you know you are getting state-of-the-art technology—from the material of the uppers and the shape of the last, down to the ultra-technical midsoles and the world’s highest friction rubber. When you buy Five Ten, you know you are getting the best. A difference you’ll notice as soon as you step into your shoes.
Brand of the Brave 4
Apparel 5.10® VECTOR TEE Eye-catching black-on-grey mountain-inspired print. 5.10® logo blends with alpine design. Style: 7402 Sizes: XS, S, M, L, XL Color: Grey
5.10® TRUCKER FLEXFIT Blend in at your local coffee shop. Our new Trucker Flexfit is ready for work--driving an 18-wheeler or dominating the boulderfield. Style: 7905 Sizes: One Size Fits All Color: Black
BOX LOGO™ TEE
The perfect shirt to show Five Ten®’s global reach. Private label, tagless, screen printed T-Shirt. Front graphic shown. Style: 7395 Sizes: XS, S, M, L, XL Color: Purple
Cl imbing foot wea r
Ro gu e
This affordable performance shoe is designed to take climbers from the gym to the rocks. Dual Velcro® brand closures keep the shoe snug while 5.10®’s perforated upper provides excellent breathability. If you’re looking for comfort and control with a precise fit and performance materials, the Rogue will take you to the next level. No frills, no custom colors.
Cl imbing foot wea r
ar A ro wh ea d
Our Elite team raves about the Arrowhead’s fit and performance. Built on our 4G Anasazi last, you’ll instantly feel the difference in the casually down-turned toe and heel cup that grips without pinching. The upper is a supple, breathable Cowdura™ that molds to the foot. The toe rand is made of extremely durable, high-friction Mystique™ rubber and the Onyxx™ outsole is the benchmark in edging performance.
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Five Ten USA P.O. Box 1185 Redlands, CA 92373 909.798.4222
Five Ten Europe Avenue Lavoisier 13 B-1300 Wavre, Belgium 22.214.171.124.50