Construction World March 2021

“We decided to position the brand as European styled, technologically advanced and comfortable. It was a great campaign and something that the industry had never done before. It worked and the workforce started to demand the Lemaitre Maxeco which was the only model we launched. You could have them in any colour you wanted, as long as it was black or tan.” “The focus on the people actually wearing the boots is still central to the Lemaitre brand in South Africa today. In hindsight, we introduced the right product at the right time at the right price and managed to launch possibly the most successful selling safety shoe of all time in the South African market.” And hence the Lemaitre Maxeco was introduced towards the end of 1990 – the first ever locally produced direct injection dual density PU sole on a safety footwear style. From such humble beginnings the Maxeco has since become the number one sold safety footwear style in the history of our country. It ushered in the era of dual density safety footwear, and is still the most popular style of sole in the safety footwear industry today. That’s no small feat. Lemaitre’s new campaign celebrates the widespread effect of 30 years and millions of pairs of Maxeco serving South Africans. It’s been there to help build the country and its people. It’s created jobs through local sourcing and manufacturing. It’s contributed to an inclusive economy for all our people. And it has been on the frontlines of the nation’s industries, protecting those who are strengthening South Africa. Has any boot done more to build our country.? ▄

“It’s contributed to an inclusive economy for all our people. And it has been on the frontlines of the nation’s industries, protecting those who are strengthening South Africa. Has any boot done more to build our country?” with the premise of ‘Why you deserve to wear a better safety boot.’ This was largely based around the superior comfort and durability dual density soles can offer. At the time, the safety footwear market utilised single density PU styles; the benefit of dual density PU allows for a denser, harder outer sole for durability, and a less dense, softer midsole for comfort and cushioning.”

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CONSTRUCTION WORLD MARCH 2021