Recently in Shoe Tech Category

On January 22, 20015, adidas launched the ULTRABOOST to the global media (about 200 attendees at the New York event), the newest evolution of the BOOST technology that has reminded many runners around the world about the tradition that adidas has in the sport of running. 

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adidas Ultraboost, photo by the Shoe Addicts

The Running Network has given adidas four awards during the short time that BOOST  has been around. The technology was the result of a long time development project with BASF, a German technology company celebrating its 150th year in business in 2015. The little beads that are used to create the midsole of the adidas BOOST series of footwear has been called a "paradigm changer" for the brand.

Retailers in North America have told us that while they were caught off guard in 2013 when adidas BOOST launched, many are preparing to support the product as it has resonated like few adidas products in the recent past. Some have compared it to the Dellinger web, launched by adidas in the late 1970s and early 1980s. 

To see the video from Shoe Addicts TV, a new feature series from the Shoe Addicts, just go to the next section.

The adidas Ultraboost goes on sale globally on February 19, 2015, and will retail for $180 in North America.  
So, Cathal Dennehy and I were chatting, as my Irish friend and I do between press conferences and Mr. Dennehy traveling the world. I asked him to build on his wonderful piece on the 2015 Armory Track Invitational, where he graded the Nike Oregon Track Club. 

So, a night after enjoying a few American micro brews, Mr. Dennehy decides that I am now producing a RunBlogRun Academy Awards show for each track meet. I of course, was excited, because there is nothing I like more doing than buying about a thousand people a dinner consisting of very dry chicken, some old green beans, a wilted salad and a half bottle of tepid two buck Chuck ( a local wine sold at Trader Joes, which comes in red and white). 

So, after our awards dinner, which was completely held in the brain of Mr. Dennehy, he wrote the following story....

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Iryna Kovalenko, high jump, photo by PhotoRun.net
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HOKA ONE ONE has been doing all of the right things. Focus on making consistently fine product. Upgrade cosmetics of shoes. Upgrade customer service. Develop long term relationships with run specialty, races, clubs and the running community. Hire experienced team with street credibility. 

Their secret sauce? HOKA ONE ONE is working hard, and working weekends, because our sport has events on weekends. And because HOKA ONE ONE knows, shoe wars are won with one pair of shoe sales at a time. 

Ben Rosario is a former run specialty store owner, event promoter, coach and someone who loves the sport and develops athletes. 

Close observers of the sponsorship of Northern Arizona Elite have used the term, "game changer." Another emailed me, " this level of sponsorship is equal with Brooks Hansons and ASICS Mammoth Track Club. 

For the athletes involved, Ben and Stephanie Bruce, Matt Liano and Kellyn Taylor, this allows them to focus on the training and racing under the watchful and supportive eye of Ben Rosario. 

Kudos to HOKA ONE ONE for supporting the sport by giving a group of young Americans the chance to develop. 
Running Specialty Group continues to forge ahead, as they pick up stores and make relationships that show that they want a stake in the running channel. Is there room for everyone? Not sure. 

Stay tuned. 

What the imATHLETE and RSG deal is about is cross marketing and the opportunities are endless. 
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Now in it's forty-first year, California Track & Running News is the official publication of the four associations of USA Track & Field in California & Northern Nevada. 

We have embedded the issue, our first of five this year. We deliver a print version as well as a digital version. USATF members get the magazine as part of their yearly membership. Others who want to subscribe can write for info to fortiusmedia@gmail.com. 
On Cloud, a new shoe from On running, won the ISPO Gold Award for 2015 best performance running shoe. Many saw On running grow over the past couple of years at the Running Event in Austin, Texas, the past couple of years. 

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On Cloud running shoe (Marina Jade), photo courtesy of On Running 







Dave Dombrow is the VP of Design for Footwear & Accessories at Under Armour. The Shoe Addicts New Service is a new series from The Shoe Addicts, the digital partners of The Running Network & RunBlogRun. 

The Shoe Addicts travelled to The Running Event (TRE 14) and interviewed key players in the industry and new players in the industry. 

Under Armour is the first of our series. 

Special thanks to the Shoe Addicts (Algernon Felice, Jr., Michael Deering, Adam Johnson-Eder) and Dave Dombrow of Under Armour. 

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TRE 2014: Meeting with HOKA, photo courtesy of Formula4Media

This is part three of Max Lockwood's series on The Running Event 2014, the most important trade show in our run specialty business. 
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This is the special color version of the SKECHERS GOmeb Speed 3, that Meb Keflezighi will be racing in Houston on Sunday, January 17. SKECHERS has shown that, by improving the quality of their product, focusing their sports marketing on two highly visible athletes and doing key events with focus, traction can be gained in running specialty. Funny that, four years ago, I listened to store owners ask if SKECHERS would stay in the sport. I believe that they are giving running stores their answer with their presence in Houston. 
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adidas presents the 2015 Boston Marathon collection, 
courtesy of adidas communications

The adidas sponsorship of the Boston Marathon has been one of the most enduring in sports marketing in North America. Boston apparel can be seen anywhere in the world, as the iconic race is THE marathon that most serious marathoners must run before they end their careers. 

adidas product has nearly sold out for many years at the iconic marathon. The 2014 product line was one of the best selling in the history of adidas sponsoring the event. adidas product, adidas signage, and adidas presence in Boston is one of the most well managed sports marketing programs in the world. 

Many observers believe that, for adidas to go to the next level in North America, the key will be to use the positive response that adidas receives from Boston to a wider audience and put more people in the adidas BOOST product line, the best product adidas has produced in several decades. 

The opportunity is there, we will have to wait and see what adidas does with that opportunity. 

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