adidas launches award-winning adizero in India

Company News

New Delhi, February 26

adidas, the most innovative sports brand, today announced release of its highly anticipated running shoe – adizero in India. Nicknamed ‘Zero Gravity’, adizero is world’s lightest shoe and has been designed keeping in mind the needs of both fitness conscious people who like to run and professional runners. The shoe has recently won the prestigious China’s Most Successful Design Award 2006, which attracted participation from more than 60 companies and 160+ entries.

A groundbreaking combination of comfort and high performance, the adizero finished first in more than 15 of the world’s most challenging marathons in 2006, proving its outstanding design and competitive advantage. Six of these marathons were won in the second half of the year, and winners running in adizero included Haile Gebrselassie at September’s Berlin Marathon and December’s Fukuoka International Open Marathon Champions, clocking a winning time of 2:05:56 and 2:06:52 respectively; Daniel Rono at the Toronto Waterfront Marathon crossing the finish line at 2:10:15; and Kenyan Lornah Kiplagat, who struck a new world record at The World Road Race Championships in Debrecen, Hungary, at 1:03:21.

With adizero range, runners can look forward to the fastest, lightest and sleekest shoe on the planet.

“The runner’s experience is the best test of our product, as it shows us how runners respond to the shoe, what they need to reduce strain on their feet, as well as how the shoe can help them go faster. adizero has taken these factors into consideration, resulting in the world’s lightest footwear range, without compromising on support; and superior fit, without compromising on stability”, said Andreas Gellner, Managing Director, adidas India. “ This award winning shoe is not only for those who are looking for that gold medal but for everyone who likes to run for recreation or health reasons. Designed in Asia, with wider forefoot to suit Asian feet, the shoe is perfect for Indian consumers”, he added.

The adizero range has high performance technologies such as adiWear, Torsion System and adiPRENE at its core, giving it un-paralleled durability, functionality and quality. The key to adizero’s superior fit is the MicrofitÒ Last, which encases the foot, providing lightweight protection during training or competition.

The MicrofitÒ Last was developed in partnership with one of Japan’s most respected experts in last making, Mr. Toshiaki Omori, and based on extensive research by the adidas design & development team. It features high precision enhancements that provide the ultimate fit by more accurately mimicking the shape of the foot, thereby adding comfort and support rather than strain. It features high precision enhancements that provide the ultimate fit by more accurately mimicking the shape of the foot, thereby adding comfort and support rather than strain.

Priced between Rs. 4699 to Rs. 5999, adizero is now available in 3 models for both serious competitive runners and recreational runners in India.

For further information please contact:

Hardik Anand / Shrey Khetarpal

Genesis Burson-Marsteller

09899878182 / 09811525715

hardik.anand@bm.com / shrey.khetarpal@bm.com