EAGLE, Colo.—If there was a “red carpet” portion of the USA Pro Cycling Challenge, the “Who are you wearing?” question would draw mostly familiar names: Cannondale, Pearl Izumi, Shimano and others. But a few riders would have a different answer: “I’m wearing D2.”
Serious local bikers know about D2Shoe and Don Lamson, the owner-designer-builder of insoles and shoes. The Eagle, Colo. company used to make golf and other custom shoes, but these days has returned to biking, Lamson’s first love.
Lamson started working with insoles and shoes at Vail’s Boot Lab in the 1980s, and quickly started tinkering with adapting ski boot insoles to bike shoes. Several early models were small-scale hits.
These days, Lamson builds shoes and insoles for road bikes, mountain bikes, triathlon athletes and cyclecross competitors. The cyclecross shoe in particular looks downright menacing, with a hiking boot-like sole and cleats at the toe for climbing.
So what can a proper shoe do for a bicycle competitor?
“It’s all about power to the pedal,” Lamson said. “You can get power through a 360-degree pedal rotation.”
The company also claims its products can help alleviate rider pain in the knee and other areas.
Over the years, D2 has earned a group of loyal customers who admire the shoes’ performance and craftsmanship. But at the pro racing level, that dedication can be tough. Big sponsors usually insist that teams outfit riders with all their gear, Lamson said, and that often includes shoes.
“But there are riders who have insisted that they’re going to use our shoes,” Lamson said. Last year, one rider had to wear covers over his D2s. He’s riding with his shoes exposed this year.
Beyond the pros, D2 has a customer base of avid riders. They have to be dedicated to the sport, because, like any specialty equipment, custom bike shoes aren’t cheap. A pair of regular D2s with custom insoles is nearly $900. Custom-made shoes—whether it’s color, trim or special sizing—add at least another $400.
Still, one customer has had shoes made to match his car.
Colleen Kelley, who helps Lamson on the business and marketing side of D2, said the company now has more than 25 “fit kits” out to customers with addresses from Monaco to Australia. Customers get the kits—a box of crushable foam—put their feet into the foam, then send the box back. Lamson then builds a custom insole.
While most customers deal with D2 via UPS, loyal customers occasionally stop by the shop.
“We’ll have people on vacation in Vail who’ll call and say they want to come meet Don,” said Kelley.
People can also come by the shop to have their bikes and shoes aligned on a custom rack that uses lasers to get a rider, bike and shoes lined up as accurately as possible.
While D2 has its fans, Lamson and Kelley are working to get the brand known better, putting racer pictures on Facebook and the company’s own Web page. And the brand is picking up steam, despite the sluggish economy.
“We’ve been really busy lately,” Lamson said. “It’s been good.”
