adidas AG : adidas AG: BOOST(TM) changes running forever

           adidas AG : adidas AG: BOOST(TM) changes running forever

adidas AG / adidas AG: BOOST(TM) changes running forever . Processed and
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adidas introduces revolutionary cushioning innovation
as part of its new Energy Running Segment

Herzogenaurach / New York, 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 BOOST(TM), 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."

BOOST(TM) 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 BOOST(TM) 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 BOOST(TM) 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,
BOOST(TM) 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
stabilise 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 for more information.

Notes to Editors:

  oThe new adidas Energy Running segment caters to the one need every athlete
    has: energy.
  oThe first product within this segment is Energy Boost. The running shoe
    features BOOST(TM), the revolutionary cushioning material with the highest
    energy return in the running industry.
  oThe BOOST(TM) foam material combines previously contradicting performance
    benefits of soft and responsive cushioning.
  oThe energy return is provided by energy capsules in the midsole which
    store and release energy so efficiently that runners feel the difference
    from the first moment they put the shoes on.
  oBased on an innovative process developed by adidas' partner BASF, the
    world's leading chemical company, solid granular material (TPU) is
    literally blown up and turned into small energy capsules which make up the
    shoe's distinctive midsole.
  oWhen tested at extreme temperatures from +40 to -20 degrees Celsius,
    BOOST(TM) foam performs more consistently and does not lose its cushioning
    properties like standard EVA. BOOST(TM) also maintains its key
    characteristics better over its lifetime than the comparable EVA midsole.
  oAdditional adidas technology featured in the Energy Boost includes: a
    special mid-foot support frame which cradles the foot in place, an
    extended TORSION^® system from heel to toe which helps to minimise roll
    for more stability, an adiwear outsole which reduces wear in key sole
    areas and extends the life of the shoe, and an external heel counter which
    maximises the heel fit and comfort during the run.
  oEnergy Boost is miCoach compatible.

                                adidas Running
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About adidas
adidas is  a global  designer, developer  and marketer  of athletic  footwear, 
apparel and accessories with the mission to be the leading sports brand in the
world. Brand adidas is part of the adidas Group, a corporation that  includes 
brands such as Reebok, TaylorMade and Rockport.

About the adidas Group
The adidas  Group is  one of  the  global leaders  within the  sporting  goods 
industry, offering a broad  range of products around  the core brands  adidas, 
Reebok,  TaylorMade,  Rockport   and  Reebok-CCM   Hockey.  Headquartered   in 
Herzogenaurach,  Germany,  the  Group  has  more  than  46,000  employees  and 
generated sales of € 13.3 billion in 2011.



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Jan Runau                             John-Paul O'Meara
Chief Corporate Communication Officer Vice President Investor Relations
Tel.: +49 (0) 9132 84-3830            Tel.: +49 (0) 9132 84-2751

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Director Corporate Communication      Investor Relations Manager
Tel.: +49 (0) 9132 84-3810            Tel.: +49 (0) 9132 84-4989

Lars Mangels
Corporate Communication Manager
Tel.: +49 (0) 9132 84-2680

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Attachment: Press release BOOST


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