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ADIDAS UNVEILS EVOLVED ULTRABOOST SILHOUETTES
PROVIDING ATHLETES WITH THE CONFIDENCE AND CREATIVE DRIVE TO BE THEIR BEST SELF
Adidas Running releases new pinnacle performance innovations, the updated UltraBOOST and UltraBOOST X, designed to push the boundaries of running technology and provide the ultimate running experience. Fusing the past and future, as well as adidas’ most advanced technologies, the new silhouettes are engineered for unparalleled movement, precision and fit.
To support the new footwear, adidas Running presents Energy From The Ground Up – a campaign designed to celebrate the raw, unfiltered emotions and energy of a runner’s journey, before, during and after they run. Featuring global sports talent including South African long-distance runner Dominique Scott-Efurd, sprinter Nethaneel Mitchell-Blake and ambassador Adrienne, both from the UK, the campaign aims to inspire runners with the confidence and inspiration to run to rise.
For SS18, the design approach has informed new features which are inspired by the best in previous UltraBOOST models. The ventilation holes of the originals return to the upper across the foot’s key sweat zones – the cage and forefoot. Combining this with a newly developed PrimeKnit composition, designed for reduced stretch to provide runners with a prime fit and additional support, the brand-new UltraBOOST is a truly unique proposition. The silhouette also features a high-tech Fit Counter integrated within the heel to enable free movement of the Achilles tendon whilst complementing the built-in BOOST midsole, providing the wearer with adaptability, cushioning and energy return.
The UltraBOOST X takes learnings from Uncaged and the adizero Sub2 running silhouette, in which the cage and support features moved to the inside to give the silhouette a sleeker aesthetic for women. Fusing this aesthetic with modern, female-specific design features, including the Adaptive Arch, which permits the PrimeKnit Upper to mould to any foot whilst moving in sync with the wearer’s running style, this shoe guarantees style and function. The integration of a purposely sculpted BOOST midsole complements the Adaptive Arch design, allowing the elements to work together to provide enhanced support and cushioning. A 3D Sculpted Heel Counter is also designed to allow the Achilles tendon to flow vertically whist keeping horizontal movements on lockdown.
Stephan Schneider, adidas Running Senior Product Manager, said, “As an open source brand, we are able to listen to the consumer, take on board what they like and dislike about each Ultra model, and use this insight to constantly evolve and change our products to meet their needs. This approach led us to create the brand-new construction of the PrimeKnit Upper, which fuses our consumers’ favourite features of the old and new, creating something totally new and unique for our global running community.”