Rockport unveils its truWALKzero collection

Rockport Co., the Canton cobbler, said it is gearing up for the global launch of its newest footwear style: the truWALKzero line for men and women.

According to Rockport, a brand with a walking shoe heritage, truWALKzero is one of the lightest shoes it has ever designed.

Photo taken from Rockport’s website.

“Challenge Gravity: Lightness Out of this World,’’ is a marketing mantra bandied about on Rockport Web pages devoted to truWALKzero.

The truWALKzero line “takes cues from performance technologies’’ without short-changing on style, Rockport said, and a man’s wingtip model in the truWALKzero line is described as “a dressier low profile, lace-up sneaker.’’

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TruWALKzero shoes have suggested retail prices of between $120 and $140, the company said.

“We think that truWALKzero will be one of Rockport’s blockbuster shoes for spring 2012,’’ Daniel Tschuemperlin, Rockport’s senior vice president of product and brand management, said in a statement.

The marketing campaign for the line includes a consumer competition. One prize: A trip on a zero-gravity flight, the company said.

Rockport is owned by the Adidas Group, a large German maker of athletic footwear and apparel.

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