How do you name a new company? Do you invent some ficticious tecnical term? or snag some greek mythology god? One of the questions we get so often is how we named our company LOCO and how we name our shoes. LOCO - Mexican slang for a good kinda crazy was first put upon us by our 16 year old son an astute Spanish language student. Sitting at our kitchen table yet again trying to find an appropriate name for our fledgling company, our son called us LOCO and it stuck. Soon we had sample shoes with the LOCO logo and the running guy at races and we saw runners smile when they read the logo..
Yikes or Holy Cow.. That's what Aye Carumba means in Mexican slang, voted on by hundreds of LOCO runners.
Is Mojo spanish for "only running shoe that stopped my knee from hurting?" Seriously, I don't care what they're called, but for the first time in years, I'm running pain free with a smile on my face. Thank you!
Posted by: KDPaine | August 21, 2006 at 09:49 PM
I have long suffered from toe box difficulties in a variety of shoes (leading to black toenails after long runs). I kept consulting the running store gurus and they always had a make/model to address the challenge. And the new shoes always performed well in short flat runs. When I finally sprinkled in some hills or distance though, the problem re-surfaced.
Then I ordered a pair of Carumbas. Stupidly, I didn't break them in much before their first marathon (18.6 miles including a 5K, to be exact)
Yesterday, I ran the 10th annual Air Force Marathon in Dayton Ohio. Today I'm hobbling a bit from sore legs, but the toes and feet feel great. The Carumba is the same size as the other shoes I've worn, but it is not as constrictive in the toe area. To me, the marathon is the ultimate test for a shoe and the Carumba passed with flying colors. I thank the Crazy Cobblers at Loco for this shoe.
Posted by: brian | September 17, 2006 at 11:18 AM
I put shoes on everyday. but 4 days a week I put on my LOCOS! and head to my training runs. My wife hates my pre run ritual I started only after purchasing my Mojos.
Every run since the first day I pulled a pair of Loco Mojo on my feet I yelled... LOCO! in my best mexican Accent. I don't always yell, espcially at 6am on Saturday mornings, but I always say it.
What can I say I'm loco about LOCO!
LOCO's biggest Fan in Knoxville
Posted by: Kevin | September 27, 2006 at 11:38 AM
I believe the Spanish term is actually, "¡Ay, caramba!"
It comes from the Spanish interjection ¡ay! (denoting surprise or pain) and caramba, which is an exclamation of disgust or surprise.
Posted by: P. Turgis | April 04, 2009 at 09:03 AM