Wednesday, February 20, 2013

adidas BOOST™ Pre-launch @ adidas Malaysia HQ

Thank you adidas Malaysia for inviting us to its HQ in Damansara Perdana to witness the pre-launch of the latest running shoes with a break-through technology called "Boost."

We are quite excited to see the real thing after having seen the teaser video presentation on YouTube where a steel ball is dropped onto concrete, a sheet of EVA, and a sheet of BOOST. The rebound from the BOOST is significantly higher and longer lasting than off the other surfaces. See video HERE.

It was a intimate session as opposed to a brouhaha event with launch gimmicks etc where a small group of media reps were introduced to a new way to run - Energy Boost. Part of a new adidas segment called Energy Running, the shoe features BOOST™, a revolutionary cushioning technology which provides the highest energy return in the running industry.

The Energy Boost is unlike traditional shoes that use EVA in their midsoles, substituting BOOST, a revolutionary cushioning technology which provides the highest energy return in the running industry.

BOOST™ combines performance benefits that have been contradictory in the past: soft cushioning and responsiveness work together at last to give runners a running experience unlike any other.

Adidas Malaysia Trade Marketing Assistant Manager, Ethan Ng walked us through the foundation of the BOOST™ innovation which is centred on its cushioning material.

Based on a groundbreaking development process created by adidas partner BASF, the world's leading chemical company, solid granular material (TPU) is literally blown up and turned into thousands of small energy capsules which make up the footwear’s distinctive midsole.

With their unique cell structure, these capsules store and unleash energy more efficiently in every stride. Tests conducted by the adidas Innovation Team show that the highly durable material found only in Energy Boost products provides the highest energy return in the running industry.

“adidas helps make athletes better. With our new Boost foam, we are addressing a fundamental insight: everyone wants more energy. Whether you're running a marathon, training for an upcoming season or just trying to get back in shape, our revolutionary Boost cushioning foam provides the highest energy return in any running products,” says Bryan Gee, Brand Manager of adidas Malaysia, “Energy Boost will reset the running industry and pave the way for all future performance footwear.

Fay Hokulani volunteered herself to demonstrate the bounciness of the new Boost cushion foam. Basically, she dropped a steel ball on different types of surface – Styrofoam, EVA or Ethylene-Vinyl Acetate (which is the material used in about 95 percent of all running shoes) and Boost. Click play.

The new cushioning material not only provides the highest energy return in the industry, it also holds its performance in almost any condition at unparalleled levels. The adidas Innovation Team tested how the BOOST™ foam material reacted in a variety of temperatures compared to standard EVA foam commonly used in most running shoes.

These tests revealed that, when taken from +40 to -20 degrees Celsius, BOOST™ foam is three times more temperature-resistant than standard EVA material, providing a more consistent run.

The innovation goes beyond the revolutionary midsole technology. The upper on the Energy Boost features adidas Techfit technology with highly durable and elastic polyurethane, providing optimal comfort and support to the entire foot while in motion. A stretch, breathable mesh material offers the fit of a sock while engineered powerbands across the upper provide targeted support and stabilise the foot where needed when moving.

Meet Fay Hokulani - model, host, writer, fitness enthusiast and gossip girl on Hollywood entertainment news segment with the morning crew.

Thanks for posing for us, Fay!

Check out Fay's take on Boost launch HERE.

Boost girls. OK. It's a bad pun of Bond girl. LOL! - Linora Low, Fay and Soraya.

The Energy Boost retails at RM550 for both men and women and is now available (limited quantities) at the adidas Sports Performance Concept Stores in Suria KLCC (Level 3) and Sunway Pyramid (Level 2).

In conjunction with the launch, from now up till 24th February 2013 fans and consumers can pre-order their very own Energy Boost at (log on for more details).

Next: Unboxing of adidas Boost. Stay tuned. :)

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