adidas ClimaCool Seduction Launched: with little help from Katy Perry, David Beckham, Derrick Rose and Lionel Messi, release, note by Larry Eder

adidas has launched the adidas ClimaCool Seduction. The ClimaCool has been quite a popular running shoe, which appeals to both the performance and fashionista crowd.

adidas Climacool is again, an example of how a brand can extend performance running and apparel technology from performance to a good looking, well priced, sporting shoe. Like many of the lightweight shoes, the adidas ClimaCool has the street looks, and the sport geek technology to appeal to both groups.

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adidas Climacool is also an example of what global brands can do to promote their product, using their sport icons. In this case, adidas has called on the likes of David Beckham, Derrick Rose, Lionel Messi, and music icon Katy Perry. Their advertising is popular with the Next Gen, 17-25 year olds, and adidas is an authentic brand in this age group.

video, photos courtesy of adidas communications

ADIDAS HELPS YOU SWEAT NOTHING WITH THE NEW ULTRA BREATHABLE CLIMACOOL SEDUCTION RUNNING SHOE

Katy Perry, David Beckham, Derrick Rose and Lionel Messi

run in ClimaCool in latest adidas TV commercial

David Beckham with adidas ClimaCool Seduction

PORTLAND, Ore. (March 28, 2012) – Today adidas unveils the new ClimaCool Seduction running shoe with 360-degree ventilation to help you stay cool and sweat nothing.

“This
next generation of ClimaCool blends a dramatic new design with tons of
breathability to give you a carefree ride for every run this summer,”
said Mikal Peveto, director of running for adidas America. “Seventy-five percent of the body‘s energy is used to keep from overheating, so the ClimaCool Seduction is designed to keep your feet cool by providing as much ventilation as possible.”

Katy Perry with adidas ClimaCool Seductions in her possession…

Katy Perry, David Beckham, Derrick Rose and Lionel Messi run in ClimaCool in the latest adidas brand campaign that debuts today on YouTube.

Ventilation channels reminiscent of wind tunnels across the shoe‘s outsole and midsole evaporate sweat and provide maximum ventilation from all sides. The minimal upper construction – a design inspired by nature – traces air circulation lines around the foot, resulting in organic shapes that look as if they have been created by the wind.

Lionel Messi, running through Paris, in adidas ClimaCool Seductions

The ClimaCool design helps reduce foot temperature and in-shoe moisture for maximum comfort during warm workouts.

Derrick Rose, in adidas ClimaCool Seduction in Chicago, along the Lakefront…

The ClimaCool Seduction is available now for $100 in 10 colorways on adidas.com and at retailers nationwide in early April including Foot Locker, Finish Line and Champs.

adidas
running innovates high performance footwear and apparel with easy to
understand benefits to help athletes of every level get faster and
better for their sport. For more information visit adidas.com/climacool and facebook.com/adidasrunning.

all photos courtesy of adidas communications.

Larry Eder

Larry Eder has had a 50-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Theme song: Greg Allman, " I'm no Angel."

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