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Sneakers February, 13 2013

adidas Launches Its Revolutionary Energy BOOST Running Shoes

At a global launch event, German sportswear company adidas presented for the first time its newly developed Boost running innovation and the Energy Boost running shoes. adidas claims that BOOST is a revolutionary cushioning technology which provides the highest energy return in the running industry. Unlike with its previous technologies, adidas announced today that BOOST will actually be used across all of its lines, not only running, but also basketball and even lifestyle with adidas Originals. An interesting, yet also an expected move, as we have seen Nike go down the same road in recent years with its Free and Lunarlon cushioning technologies.

“The foundation of the BOOST™ 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.

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™ 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™ foam is three times more temperature-resistant than standard EVA material, providing a more consistent run.

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.”

The first adidas Energy Boost running shoes will be available from retailers starting February 27th, 2013.

http://www.youtube.com/watch?feature=player_embedded&v=YgMYSi-eQOc

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