byLarry Eder
This is adidas’ new adizero Rush commercial, celebrating their new 7.5 oz running/training shoe. adizero is the adidas focus in the United States and the venerable brand is fighting to gain both running street cred and market support in the toughest running market in decades. Tell us what you think!
ADIDAS HELPS ATHLETES TURN UP THE SPEED WITH THE
SUPER LIGHTWEIGHT ADIZERO RUSH
New adidas TV Commercial Showcases the 7.5 Ounce adizero Running Shoe
PORTLAND, Ore. (January 17, 2012) – Today adidas unveils the new adizero Rush, one of the lightest every day running shoes on the market. At 7.5 ounces and seven bold color combinations, the adizero Rush is a unique combination of high performance and style.
“We’re really proud of the adizero Rush and excited to get the shoe in the hands and on the feet of athletes who run to get faster for their sport,” said Mikal Peveto, director of running for adidas America.
“The adizero Rush shaves ounces from a typical running shoe, helping athletes as they work to stay faster than their competition.”
Peveto continued, “At adidas, our goal is simple. We design and engineer lightweight shoes to make athletes of all levels of sports faster so they can perform better on the track, the field and the court. We know seconds make the difference between first and second place or a personal best effort.”
To support the launch of the adizero Rush, adidas will debut a new 30-second spot that celebrates high school athletics and the energy of competition with football players, cheerleaders, coaches and the marching band all rushing to victory in the adizero Rush.
Filmed in Southern California and produced by 180 Los Angeles, the spot debuts today on YouTube (http://www.youtube.com/watch?v=N2mofxkKVvM) and premieres on TV on January 22.
The marketing campaign also will include digital activation and fans will be able to continue the conversation through facebook.com/adidasrunning.
Combining a super light shoe with maximum cushioning and support, the adizero Rush features adiPrene+ midsole technology for resilient cushioning in the forefoot to ensure a responsive ride. The shoe’s SprintWeb provides lightweight support while the unique nylon mesh construction is breathable and keeps the foot locked in place for stability and speed. The SprintFrameâ„¢ helps return energy to each stride and the shoe’s Lightstrikeâ„¢ EVA reduces midsole weight by 15 percent.
Each pair of adizero Rush comes with a second lace to provide an unexpected pop of color, while the shoe’s weight is clearly displayed along the trim.
The adizero Rush is available now for $100 at shopadidas.com and retailers nationwide.
adidas develops high performance apparel and footwear to help athletes train, compete, prepare for and recover from their sport.
For more information visit adidas.com.
