Icebug USA, a subsidiary of Icebug Sweden and the leader in traction footwear, announced the opening of its first official test center in North America at a permanent obstacle course racing facility, Shale Hill Adventure Farm in Benson, VT.
Open to the public, the facilities at Shale Hill, owned by veteran Obstacle Course Racing (OCR) innovators Rob and Jill Butler, include expansive training and race courses along with the newly opened Icebug retail concept shop for consumers to test and purchase the brand’s latest innovations.
“We have worked with Jill and Rob for many years on Icebug sponsored events at Shale Hill; they have been strong and early supporters of the brand and we are thrilled to enter into this agreement,” said Evan Wert, President of Icebug USA. “The new Icebug Test Center at Shale Hill will be a place for consumers to try out our products and really give them a workout before they buy, it also gives us a place to test and develop new products in the coming years.”
Icebug’s Shale Hill testing center will feature a full selection of the brand’s shoes designed for running and outdoor adventuring including designs specifically suited for OCR and trail running. Consumers who visit the facility will be able to test shoes free of charge and purchase footwear directly at the onsite retail concept shop housing Icebug’s complete collection of footwear and insoles.
Shale Hill will also act as one of Icebug’s U.S.-based training centers for its team of professional athletes including standout adventure racers, mountain climbers, obstacle course racers and triathletes. And effective immediately, Icebug is the official event sponsor of all Shale Hill events.
In addition to the testing center at Shale Hill, Icebug has plans to roll out more sites throughout the U.S. including a newly opened a center at Skinny Raven Sports, in Anchorage, Alaska which now features a full collection of Icebug footwear available for onsite consumer testing.