From the ground up

adidas celebrates the launch day of its Pure Boost Spring/Summer 2014 collection with a short teaser video. The brand’s Boost cushion sole gets deconstructed as the individual foam beads are shown bouncing on a subwoofer, hinting at the sole’s lightweight and bouncy capabilities. It ends with the German sportswear giant daring us to try them on, and decide for yourself. The adidas Pure Boost is available now from various sports retailers.

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