BOOST changes running forever, adidas introduces revolutionary cushioning innovation as part of its new Energy Running Segment

adidas launched their paradigm changing running product in style at the Jacob Javitts Center today, with 400 media from around the world, many of

adidas key players and Yohan Blake and Haile Gebrselassie.

The Energy Boost is a new approach to cushioning, developed in conjuction with BASF. BASF? They make all kinds of products, including the surface on the track at the 2009 IAAF World Championships in Berlin, where athletes just flew.

The Boost cushioning technology makes regular EVA obsolete. Boost technology works in warm and cold conditions and keeps its cushioning property for much longer than EVA materials.

For adidas America, per Mikal Peveto, GM of adidas Running, the adidas Energy Boost will be the first product that they have focused on run specialty in some time, and 2013 will be a focused year around product geared to run specialty for adidas.

Peveto was realistic. “adidas is the number two running brand in the world, but not in the US..We finally have a product that is running focused and will be seen positively by run specialty. We have spent the last couple of years putting together the channel services we needed to do, that was why we hired Chris Brewer. We want to grow this business.”

Well-organized, well-executed, the adidas launch is also a primer for how to launch a product to the media. Focused, well-presented materials, sample of products, multi-platform content available immediately after the presentation, and samples of the product ready for media to take out for a run or walk. This was a launch that just said global, but also showed the focus and professionalism that a global brand can, when motivated, bring to muster.

Watch for digital reports from the Shoe Addicts, RBR digital partners and Cregg Weinmann, the RN footwear guru. RN gave the adidas Energy Boost a Best New Shoe for the RunningNetwork 2013 Spring Shoe Review.

adidas has been called the Sleeping Giant by many in the performance running industry. The Energy Boost looks like a product that can finally showcase the strengths of the brand.

More to come!

BOOSTâ„¢ changes running forever
adidas introduces revolutionary cushioning innovation as part of its new Energy Running Segment

For additional press information and imagery visit http://news.adidas.com/us/energy-boost

PORTLAND,ORE. (FEBRUARY 13, 2013) – At a global launch event today, adidas introduced a new way to run by unveiling its latest running innovation Energy Boost. Part of a new adidas segment called Energy Running, the shoe features BOOSTâ„¢, a revolutionary cushioning technology which provides the highest energy return in the running industry.

“adidas helps make athletes better. With our new Boost foam, we are addressing a fundamental insight: everyone wants more energy. Whether you’re running a marathon, training for an upcoming season or just trying to get back in shape, our revolutionary Boost cushioning foam provides the highest energy return in any running products,” says Eric Liedtke, Head of Sport Performance, “Energy Boost will reset the running industry and pave the way for all future performance footwear.”

BOOSTâ„¢ combines performance benefits that have been contradictory in the past: soft cushioning and responsiveness work together at last to give runners a running experience unlike any other.

“Energy is one of the most important elements for any athlete. Often people only think about speed, but energy is the secret weapon that can set you apart from the competition. An added boost of energy is what allows you to push yourself ahead of everyone else to cross that finish line first, especially in a sprint when every millisecond counts,” says Yohan Blake, the current 100m World Champion who joined adidas at the launch of Energy Boost.

BOOST YOUR CUSHIONING
The foundation of the BOOSTâ„¢ innovation is centred on its cushioning material. Based on a groundbreaking development process created by adidas partner BASF, the world’s leading chemical company, solid granular material (TPU) is literally blown up and turned into thousands of small energy capsules which make up the footwear’s distinctive midsole. With their unique cell structure, these capsules store and unleash energy more efficiently in every stride. Tests conducted by the adidas Innovation Team show that the highly durable material found only in Energy Boost products provides the highest energy return in the running industry.

BOOST YOUR CONDITIONS
The new cushioning material not only provides the highest energy return in the industry, it also holds its performance in almost any condition at unparalleled levels. The adidas Innovation Team tested how the BOOSTâ„¢ foam material reacted in a variety of temperatures compared to standard EVA foam commonly used in most running shoes.

These tests revealed that, when taken from +40 to -20 degrees Celsius, BOOSTâ„¢ foam is three times more temperature-resistant than standard EVA material, providing a more consistent run.

BOOST YOUR COMFORT
The innovation goes beyond the revolutionary midsole technology. The upper on the Energy Boost features adidas Techfit technology with highly durable and elastic polyurethane, providing optimal comfort and support to the entire foot while in motion. A stretch, breathable mesh material offers the fit of a sock while engineered powerbands across the upper provide targeted support and stabilize the foot where needed when moving.

BOOST YOUR RUN
Energy Boost will be available worldwide at adidas Sport Performance stores, selected retailers and through e-commerce as of February 27, 2013. Visit www.adidas.com/Boost for more information.
adidas Running

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