The Adidas Web site says the motor rotates faster than a Blackhawk helicopter rotor. Scheduled for market release in December, the price for the new 1 isn’t available. The 2004 Adidas a3 Ultraride line, without the computer chip, averages about $100 a pair if purchased online.

Runner’s Alley in Portsmouth offers lines by Adidas, Brooks, Saucony, New Balance, Asics, and Mizuno, but doesn’t expect to carry the battery-operated 1. Store representative Rusty Dolleman says quality running shoes for those pounding the pavement at least two or three times weekly start at $75. Dolleman says there’s a hidden advantage related to discontinued lines — runners can scoop them up at discounted prices.

Comparatively, Loco offers its Mojo for $85, Perfecto for $77, Xpresso for $69, and Bandito for $59. The four models are advertised on Loco’s Web site as stable, well-cushioned, and lightweight.

The former three trainers weigh 11.9 ounces, 11.5 ounces, and 10.3 ounces respectively, while the latter racer weighs 8.2 ounces, about the same as two sticks of butter.

Yielding to advertising pressure, Chaffee says mass-marketed shoe models are often discontinued within a year, paving the way for new product launches and fanfare. According to the AAPSM Web site a manufacturer may resume production of a favorite model within a few years. However, the revived shoe is often marketed under the same name even though design changes in the heel cushion or midsole are drastically different. Chaffee says this routine gives Loco a competitive edge. “We’re keeping our shoes in line for five years.”

Loco employees, some with experience in product development at Nike, Saucony, and New Balance, sketch the initial product specifications. Chaffee says the specs are then sent to Taiwan for fine-tuning before production in China.

Warehoused in Newmarket, Loco’s primary distribution channels are the Internet and races such as the Boston Marathon, collectively resulting in the sale of about 50 pairs weekly. According to St. Laurent, Loco has sold shoes in 30 of the 50 states with the biggest bulk of revenue from New England. E-commerce has allowed the start up company to close sales in Greece, Brazil, New Zealand, Australia, and Norway. “It’s been a steady increase,” St. Laurent says.

Chaffee says Loco is targeting retailers to carry its line as well. “There’s a healthy amount of skepticism and there should be,” he says. Loco is combating this fear of the unknown by donating product gift certificates to local schools and nonprofit organizations, and sponsoring athletic events. “We want kids to run,” St. Laurent says. The strategy is to get them to run in Loco’s shoes. It’s also advertising online through Cool Sports Inc. of Londonderry.

In late August, the company is inviting the public to participate in its 5,000-meter race at the Dover High School. The Dover Academic Achievers will receive a portion of the proceeds for assisting at the venue. In turn, the infant company will receive some exposure to prospects.

When coaches and runners prepare for 5,000-meter races, it’s hard not to think of the late Steve Prefontaine, the University of Oregon’s middle distance legend of the early 1970s. A then-fledgling Nike, known as the Blue Ribbon Sports in the 1960s, received a major boost by the hometown-hero-turned-Olympian endorsement. While Chaffee and St. Laurent haven’t announced a search for their own Pre, they’re striving to be the “Ben” and “Jerry” of running shoes. “We like to have fun with what we’re doing,” St. Laurent says.

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