Pearl Izumi's new E:Motion footwear among the product highlights of the forthcoming Madison house-show

iceBike* 2013: White Lightning, Bobike, Genesis Volare and E:Motion

Heading to Madison’s upcoming iceBike* show? The distributor has released another batch of product previews, this time featuring White Lightning, Bobike, Genesis Volare and Pearl Izumi’s E:Motion.

*Missed the last updates? You can find them in the latest edition of BikeBiz magazine (pages six, 16 and 17) and here (for GoPro, women’s Giro range, Garmin Edge 810 and Genesis) and here (for Mule Bar, Chariot, Genesis Equlibrium 853 and Thule) and here (for Finish Line, GoPole, Profile Design and Saracen) and here (for Madison clothing, Cervelo, SiS and Saracen’s Kili Flyer).

iceBike* is set in Milton Keynes and taking place March 5th to 7th.

White Lightning’s new product range being showcased at iceBike* will be complemented by beer/sparkling water pong set up for visitors needing to relax and unwind. Product-wise, the recently released Johnny range has Johnny’s for the chain, wheel, legs, saddle and complete bike (and soon for shoes and pedals). The rip resistant storage devices come with a host of features too. White Lightning will also introduce a line of bamboo cycle wipes that promise to be tough, durable, tear resistant and good at absorbing grime. They’re also biodegradable and made from 100 per cent bamboo viscose grown and harvested in China (more evidence of a burgeoning green movement in the bike trade?)

Bobike is one of Madison’s newest brands. iceBike* will be the first time for dealers in the UK to see the full Bobike range which includes a world exclusive product launch. iceBike* will also provide chance to enter the ‘Bobike’s Speed fitting championships’. All entry fees will be waived to those registered at this inaugural event at iceBike* with the top three times winning something from the Bobike child seat range.

The race bike from Genesis, the ‘Volare’, was a London Bike Show highlight and will be appear at iceBike* along with all the riders of the Madison Genesis team (only on Thursday 7th). The Volare is made of Reynolds 953 steel but aims to banish misconceptions of steel as an old school, heavy, flexy material; this is the new benchmark in high-end steel tubing, says Madison. Reynolds 953’s UTS (Ultimate Tensile Strength) results in a superior strength to weight ratio, enabling them, in combination with oversize tube profiles, to draw very thin walled tubes and give an overall frame weight comparable to that of Titanium, we’re told. A model for the public is in the pipeline.

Pearl Izumi’s new E:Motion footwear range will be due in stock at the end of February and will be officially launched to the trade at iceBike* on March 5th. Pearl Izumi has been working for the past year on a new running shoe project and the goal was to create the world’s most fluid running experience with the premise of ‘simple is better’.

After much shaping and refining of the midsole, and completely reworking the fit and construction of the upper, Pearl Izumi created a shoe that would provide runners of all abilities and gait with a smooth stride. This newly crafted midsole drives you forward with an intuitive flow and a natural, no-slap, no-crash perpetual motion effect, making your run smoother and more efficient, we’re told. Madison said: "The new minimalist shoe line-up is formed of a total of nine new shoe models – men’s and women’s specific – including four road models, three trail models and two triathlon-specific models. The range was designed with various midsole densities and heel-to-toe offsets to accommodate various types of runners."

Register for iceBike* here.

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