etnies Launches Emil Johansson’s First Pro Shoe!

Master Plan CommunicationsClient News

Today etnies launched Emil Johansson’s first pro shoe globally!  The new etnies Johansson Pro MTB shoe launches with his latest video project, “Empty Your Mind.” Watch it here:

Emil rode his new etnies pro model shoe on a set of New Zealand jumps in “Empty Your Mind.” Emil sets the bar high, and MTB riders that see the etnies Johansson Pro MTB shoe perform during his high-speed, technical MTB slopestyle riding in the video will know it was made to ride at the highest level. 

Emil’s been keeping a list of the features he needs in a shoe since he was a kid.  The new etnies Johansson Pro MTB shoe has all of Emil’s favorite features as well as some new additions. Emil says, “my pro model etnies shoe is comfy and can be worn for everyday life just as well as for riding.” 

The mid-top Ankle Shield collar provides extra ankle support and protection against the cranks and frame. Formula G rubber in the geo-hex tread pattern outsole, which is 2x more grippy than a standard rubber, provides a specific grip for all around riding.  A Force Shield reinforced upper also features tongue gussets to shield moisture, dirt and debris, a Lace Lock to keep the laces in place, and Lace Guard asymmetric lacing to keep laces protected from pedals.  Another key feature is the Strobel board midsole for stiffness and pedal-feel.  Both the cement colorway with faux snakeskin detailing and a blacked-out colorway of the etnies Johansson Pro MTB shoes are available today at better retailers and for $154.99.  

To keep up with etnies, be sure to follow and like:




Images are available for download here: etnies Image Relay 

About etnies: 

Built by skateboarding since 1986, etnies is the first skateboarder-owned and operated global action sports footwear and apparel company. etnies not only pushed the envelope by creating the first pro model skate shoe, but it pioneered technological advances and changed the face of skateboard footwear forever. Today etnies’ vision, led by owner and skateboarder Pierre Andre Senizergues (@pierreandresenizergues), is to remain the leading skateboard footwear company committed to creating innovative products that provide the most style, comfort, durability, and protection possible.  etnies remains driven to taking steps toward sustainable living in our world. 

etnies stays true to its roots by sponsoring a world class team of skateboarding, snowboarding, surfing, BMX, and MTB riders, and continues its dedication by giving back to each of these communities. The brand is known for supporting the community with events like the GvR, giving 50,000 pairs of shoes to the homeless and planting more than 2 million trees in the rainforest through the Buy a Shoe, Plant a Tree program.