Thursday, February 14, 2013

Adidas Looks to Revolutionize Footwear Industry with Energy BOOST

Adidas announced this week that on February 27th, a new shoe will hit the market that "will do nothing less than revolutionize running footwear."

The athletic powerhouse's latest innovation is Energy BOOST, a proprietary technology that will provide the user with the highest energy return the running industry has ever seen, according to Adidas.

The idea behind the technology stems from a consumer insight revealing that what athletes really need during training and performance is more energy. "Often people only think about speed," says Head of Sport Performance Eric Liedtke in a recent press release, "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, especially in a sprint when every millisecond counts."

That needed bout of energy comes from the BOOST cushioning material within the shoe's midsole. BOOST is comprised of thousands of small energy capsules that store and release energy as the shoe moves. Its look and feel is quite similar to Styrofoam, but BOOST is also built to perform well in cold, hot, and wet conditions. Energy BOOST's upper is a highly durable, yet stretchy and breathable mesh material that provides optimal comfort and support to the entire foot while in motion.

Energy BOOST will retail at $150. The shoe will be available at launch only in black and white, an understatement compared to the bright neon colors that have recently become commonplace across running footwear. The global launch will not be supported heavily in marketing and not at all on TV. If initial consumer response is positive, Adidas will back BOOST with a substantial ad budget as the technology rolls out across its other footwear segments like basketball and streetwear.

Though it's unclear whether the shoes will truly reset the running industry, BOOST has proven good on its claims of improved energy return during short road tests. Bloggers and product testers who have gotten their hands on the shoe attest that BOOST does in fact live up to its hype.


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