adidas AG : adidas AG: BOOST(TM) changes running forever
adidas AG / adidas AG: BOOST(TM) changes running forever . Processed and
transmitted by Thomson Reuters ONE. The issuer is solely responsible for the
content of this announcement.
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
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
www.adidas.com/Boost for more information.
Notes to Editors:
oThe new adidas Energy Running segment caters to the one need every athlete
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.
For more information on adidas Running, please visit www.adidas.com/running,
our social media news room news.adidas.com or follow us on
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.
Media Relations Investor Relations
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
Katja Schreiber Christian Stoehr
Director Corporate Communication Investor Relations Manager
Tel.: +49 (0) 9132 84-3810 Tel.: +49 (0) 9132 84-4989
Corporate Communication Manager
Tel.: +49 (0) 9132 84-2680
Please visit our corporate website: www.adidas-Group.com
Attachment: Press release BOOST
This announcement is distributed by Thomson Reuters on behalf of Thomson
The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and other
applicable laws; and
(ii) they are solely responsible for the content, accuracy and originality of
information contained therein.
Source: adidas AG via Thomson Reuters ONE
--- End of Message ---
Adi-Dassler-Straße 1 Herzogenaurach Germany
WKN: 500340;ISIN: DE0005003404;
Listed: Regulierter Markt in Frankfurter Wertpapierbörse;
Press spacebar to pause and continue. Press esc to stop.