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home > races/results > usa: massachusetts > ok, you've found us. we're loco and proud of it!

Ok, you've found us. We're LOCO and proud of it!
LOCO, the one . . . the only . . . running shoe company. For Runners, By Runners.

Ok, you've found us. We're LOCO and proud of it!

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Loco Home Page

Brand Promise

By Kevin Molloy
Posted Monday, 5 April, 2004

As the co-founder of Cool Running, it takes a lot to get me excited about some new commercial aspect of running.

As a runner, I find that there is never enough time for running, but that’s life! Several times a year I have to make the journey to the closest running store, typically too many miles away. After fighting traffic and other delays, I find that my favorite running shoe is no longer in vogue and I have to begin the long, frustrating process of finding a new model.

I want a shoe that is not going to cripple me after a week’s wear and also costs less than $80. Most runners of my vintage have bio-mechanical problems after pounding the pavements over great distances, a large percentage being on very hard surfaces. So when you find that a manufacturer has decided that your favorite shoe de-jour no longer looks sexy enough for the fickle pseudo-running market and needs a makeover to match the color scheme and striping of the current Camaro, it puts a real damper on your shopping expedition.

Add to that the millions of dollars shoe manufacturers spend promoting additional cosmetic techno features that can only be modeled on the feet of super stars and you have to wonder just how much this all adds to the final cost of the shoe.

We all know the shoes are made in some obscure part of Asia, probably all made in one or two gigantic factories. We know that the retail pricing structure forces us to payout a lot of money for shoes that keep changing their look and feel every year. None of this really helps our bodies deal any better with the pounding.

Imagine my pleasure when I heard about a plan to develop a new line of quality running shoes to be sold to runners, over the Internet, at races, and through running clubs. That’s worth at least one Yippee!

Imagine my additional pleasure when I heard that these shoes are designed by real runners with many years of design experience and with a guarantee that the shoe models will not change for at least five years. That’s a second yippee!

Imagine my extreme pleasure when I heard that these shoes will be considerably less expensive than their counterparts. That’s yippee number three and a home run for runners like me!


If you don’t try a pair of these shoes then you too are loco!


The name of this shoe company is “Loco” and according to their co-founder, Mike St. Laurant, if you don’t try a pair of these shoes then you too are loco!

Loco's plan is to begin demonstrating their shoes at local road races starting in New England and they want you to try them on and get a feel for them. If you like them, you can buy them right there or go home and buy them off the Internet, for the same price.

They will also be visiting local running clubs (also starting in New England) and offering the shoes at a 15% discount and a plan to generate club revenue through the sale of Loco shoes to their members. Does it get any better than that?

According to Vickie Miller, president of the Massachusetts based Winners’ Circle Running club the shoes are a big hit. "I loved this shoe from the first time I ran in it, it’s lightweight, and flexible. I can’t wait to run in them every day".


I can’t wait to run them every day


"I was truly amazed when I ran my first race in the shoe. It was a 30k and the overall function was perfect" adds F. C. Lowell

Where and when can you see, touch and try on a pair of Loco running shoes:

  • Boston Marathon (Hopkinton Green ) – Sunday, April 19
  • Groton Road Race 5K/10K, Groton, MA - Sunday, April 25
  • Run for the Roses, Salisbury, MA - May 12
  • Vermont City Marathon, Burlington, MA – Saturday and Sunday, May 29/30
  • Portsmouth Harbor Trail, Portsmouth NH – July 10

In a recent conversation with Loco, I asked their chief designer and founder “Mike St. Laurent”, to tell us a little about Loco’s mission and to expand upon their product offering.

CR: How are LOCO shoes better?

LOCO BANDITO, 8.2 oz - Racing Flat.

MSL: LOCO models are designed to fit and feel great with the idea that, maybe for you, “less is better”. We keep all the performance technical features in and keep the hype and “expensive fashion features” out. Loco shoes were created as new models from top to bottom. All our models are constructed on a great fitting anatomical last for an excellent fit and support. The materials, components and compounds are highest quality state of the art and engineered to deliver superior performance and functionality for runners.

CR: What is the LOCO Vision and Commitment:

LOCO EXPRESSO, 10.3 oz, Lightweight Cushioning

MSL: At Loco, our vision is to provide runners with technically sound running shoes that are designed and built for runners, by runners. Our one goal is to be true to you, the core runner and the sport of running. Our commitment is to deliver performance-based running shoes that runners can count on being in-line month after month, year after year.

Our shoes are designed for fit, feel and function. What you won't find are add-on features designed to make our shoes look technical. - these only increase weight and price. Everything on a Loco shoe has a reason and a function, to deliver a comfortable performance based running shoe.

LOCO MOJO, 11.9 oz, Stability Trainer

LOCO is a unique type of shoe company. We were started by a group of runners with a background in technical shoe development and an interest in forming a company committed to the running community, to running clubs, to high school and college teams, to the core runner. We have no stockholders demanding we sell to the mass market. We have no slick Madison-avenue TV ads, what we have is a simple commitment to support runners and the running community to make what's best for runners.

LOCO PERFECTO, 11.6 oz, Cushioned Trainer

Our promise is to build running shoes for runners that are lightweight, cushioned and stable. Models that you can run in comfortably and count on. LOCO models won't change because of fashion, season, or retailer demands. Our 5 year promise: Selected LOCO models will stay available in-line for 5 years and longer.



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