by Larry Eder
adidas America launched the adidas ClimaCool Ride today. adidas is
offering this shoe in 26 different color waves. The adidas ClimaCool
Ride is an example of just how hot the performance running category is,
and also, how authentic performance product can be translated into
product that can sell millions to folks who want to look good and run
about once a year.
Running is hot right now. It is also at its’ most
competitive position in the past thirty years.
We have embedded one of the adidas commercials, titled, “adidas is all in…”. Well
edited, superb video and photography, even Blanka Vlasic is in it! Katy
Perry, Blanka Vlasic, David Beckham, all that is adidas is in this
commercial.
Running has gone mainstream! Brands such as adidas
can use their heritage, sports marketing assets and authenticity to sell
a running shoe that is both a victory of form and function.
That is
adidas’ goal.
Mikal Peveto, director of running for adidas
America told RBR that he realizes that adidas has to show run specialty
that adidas is serious about the channel. That is why, while adidas is
selling some of the ClimaCool Ride product in run specialty, it is a
product with a broader appeal, and that is the focus of the adidas
ClimaCool Ride.
What is interesting to RBR is the investment put
behind the product and after a long period of quiet, the brand adidas
seems to be coming back. Watch for a short interview with Peveto later
today.
At the end of the day, the adidas ClimaCool Ride will open many consumers’ eyes to the adidas brand, and that is the hope of the adidas brand team.
What is fascinating is that the consumer will decide what brands make it and what don’t. Only time will tell…
adidas ClimaCool Ride Combines Hot Colors with a Cool Run
Just 8.9 ounces with 360 degree ventilation, the new adidas ClimaCool
Ride is light and cool from every angle
Release courtesy of adidas Communications
PORTLAND, Ore. (March 23, 2011) – Today adidas launched the all-new
ClimaCool Ride, the brand’s newest running shoe with 360 degree
ventilation, attacking the main cause of runners’ discomfort – high
humidity and temperature. Offered in 26 vibrant colors, the shoe is a
unique combination of performance and fashion.
“We saw a need and opportunity with the ClimaCool Ride to create the
perfect shoe that performs extremely well and looks good too,” said
Mikal Peveto, director of running for adidas America. “At 8.9 ounces,
it’s lightweight and flexible with just the right amount of durability
and cushioning, making it the ideal running shoe for spring and summer.”
Peveto continued, “The shoe was designed with the athlete in mind so
they can look and feel cool while they run, and with 26 in-your-face
colors, there is something for everyone.”
The ClimaCool material that makes up the upper portion of the shoe
provides ventilation around key sweat zones resulting in a 20 percent
reduction in in-shoe moisture and a 12 percent drop in foot temperature,
two key factors in combating foot disease and discomfort.
The ClimaCool Ride’s flexible midsole and outsole are built for speed
and comfort while functional sculpting enhances the shoes breathability
as you run.
adidas Communications
All adidas products that feature ClimaCool material have passed
stringent testing processes including wear, fit and biomechanical
testing, to ensure adidas is delivering a top of the line experience in
real-life training scenarios.
Supported by a multifaceted brand campaign including TV, print, outdoor,
digital, social and mobile components, adidas has created a rich
experience for consumers to engage with the ClimaCool Ride. Television
viewers can enjoy a commercial debuting today featuring David Beckham
running in a pair of intense blue ClimaCool Ride’s.
In addition, the ClimaCool Ride brand campaign extends digitally with a
Facebook connected application that can recommend the perfect color for
you based on photos on your Facebook page. Fans can then post their
ClimaCool Ride selection to their Facebook wall and locate the nearest
store where the shoe is available.
The ClimaCool Ride is available March 23, 2011 at
shopadidas.com
<http://www.shopadidas.com/
with a recommended retail price of $90.00.
