Adidas bets on high-tech running shoe to catch up to rivals
NEW YORK (REUTERS) - Adidas AG on Wednesday introduced a running shoe with technical features it says could eventually make it a leader in an area of sports gear where it has lagged competitors.
At a splashy event in New York that included an appearance by four-time Berlin marathon winner Haile Gebrselassie, Adidas launched a running shoe with cushioning it calls Boost.
The cushioning was developed with BASF SE and Adidas claims it gives runners a better bounce, lasts longer than the cushioning used in 95 per cent of running shoes and is better able to withstand extreme weather.
The product is aimed squarely at serious runners, a market currently dominated by brands like Brooks, a unit of Berkshire Hathaway, New Balance and Asics, rather than people who just wear running shoes to get around.