Sports Trader reports back : adidas Energy Boost launched in South Africa

adidas Energy running

Adidas unveiled their latest running innovation to the Cape Town press on Wednesday 20 February when they introduced Boost, a revolutionary midsole that provides cushioning combined with a firm response to create high energy return, at the Hellenic Club in Mouille Point.

Gavin Cowley, marketing director for adidas SA addressing the press

The Hellenic Club was kitted out in yellow to fit the adidas Energy campaign

Philip Venter, technical manager explains how Boost works

Kate Woods, senior marketing manager for adidas SA

Boost is part of a new adidas segment called Energy Running which has now been launched worldwide.

The adidas head of design for sport performance James Carnes,
introduces the new Energy Boost to Haile Gebrselassie

2013 marks the year of running for adidas, the 2013 Old Mutual Two Oceans Marathon and Two Oceans Marathon Intiative (TOMI) official partner. Adidas sponsored athletes will compete in this year’s Two Oceans Marathon, Boston and New York Marathon wearing their Boost footwear.

SA women's athletes Elana Meyer, Rene Kalmer and Irvette van Blerk in their yellow Energy Boost kit

South African women’s runners Elana Meyer, Rene Kalmer and Irvette van Blerk joined the press in their adidas Boost run along the Sea Point Promenade for the launch. Other adidas ambassadors such as Springboks Jean de Villiers and Bryan Habana also joined the press in their run.

The adidas Boost footwear wall

Adidas partnered with BASF, a leading international chemical company, to create a solid granular material (TPU) which makes up the footwear’s midsole.

Boost foam is three times more temperature-resistant when compared to standard EVA foam commonly used in most running shoes, according to adidas’s tests results, when the shoes were taken from +40 to -20 degrees Celsius.

The adidas Boost

The upper features adidas Techfit technology, a stretchable and breathable mesh material which provides targeted support and stabilises the foot when moving.

The adidas Energy Boost footwear will be available worldwide at adidas Sport Performance stores, retailers and through e-commerce from February 27 2013.