From the official Brooks blog:

"Our core product is what you already know and hopefully love from Brooks. The core design philosophy is centered around creating the most customized fit, most dynamic stability, and most cushioned ride possible to deliver an incredible floating experience. We will not waiver here…

Our glaring opportunity is to create a new product line designed from the ground up to provide the runner with an incredible feel experience. “Less is more” has become the design philosophy of many brands in the market right now that are chasing the minimal trend. The hard part about that for us is that we don’t feel that “less is more” is a great consumer proposition. It is no doubt an uplifting life philosophy, but a product promise? Runners shouldn’t have to pay more for less technology. We want to build a better, biomechanically sound product in a lighter package that allows the runner to feel more with less.

So on October 1, we will introduce the PureProject collection from Brooks. PureProject is a new line of footwear that promotes a natural ride and a truly unique running experience in a lightweight package. We utilize a new proactive approach to biomechanics called Ideal. Ideal technology is built into the very geometry of these shoes. It was created to promote a runner’s ideal alignment by attempting to shift force application points to align force vectors, and then load internal structures to enhance performance and decrease the risk for injuries. With this incredibly unique product line, the shoes work together with the body to put runners back in the driver’s seat. Let them be completely connected to their runs, hugging the turns, and dynamically tuned into every step.

We want to encourage the runner to choose how they want to experience their runs. There is no right or wrong with Float vs. Feel. It’s all about how an individual wants to run on a given day. It’s about creating dialogue not monologues. It’s about choice. It’s about more WANT and a little less NEED. It’s about having the conversation that the everyday runner is having, not one speckled with confusing and intimidating terms like “minimalism” and “lightweight training.” It’s about making our amazing sport more accessible and enjoyable to the world."

I am a huge fan of Brooks running shoes and can't wait to get my hands on their version of a minimal shoe. I will be watching and waiting!