Tuesday, February 24, 2015

Media Release: adidas Unveils Ultra BOOST, the Greatest Running Shoe Ever



Kuala Lumpur (12 February, 2015) – The Energy Running revolution has taken a bold new step as adidas unveiled the greatest running shoe ever, Ultra BOOST. adidas developed Ultra BOOST using ARAMIS’ 3D shape and surface measurement to provide a fully adaptable running experience. The ARAMIS system is also used by top engineering institutions like NASA, Boeing and BMW to measure crash tests, vibration analysis and durability studies. Ultra BOOST intuitively adjusts to a runner’s stride delivering the unrivalled Energy Return of BOOST™, superior support and adaptive comfort over hundreds of kilometres, in virtually any environment.

UNRIVALLED ENERGY RETURN
Ultra BOOST features 20 percent more* BOOST cushioning material, the highest Energy Return cushioning in the running industry, and has eliminated the traditional EVA midsole for more direct contact to provide the ultimate expression of BOOST. Made of thousands of unique energy capsules, BOOST delivers a consistent performance over hundreds of kilometres, in virtually any condition.

ADAPTIVE COMFORT
To complement the unrivalled Energy Return of BOOST, Ultra BOOST features an innovative update to adidas’ PRIMEKNIT technology built to reach new heights of comfort, support and style.

A runner’s foot can remarkably expand up to 10 mm or more in width while running. When restrained, this expansion can cause severe discomfort, friction and the leading injury in running, blisters. Unlike other leading knit technologies the innovative PRIMKENIT pattern of Ultra BOOST provides comfortable support in less expansive areas of the foot and adaptive stretch where it’s needed to deliver maximum comfort.

“Each technology featured in Ultra BOOST was built to complement each other providing energized adaptability through a customized fit, look and feel,” said Ben Herath, Vice President of Design for adidas running. “While we’ve taken innovation to the next level, the sleek silhouette of Ultra BOOST is built to look as good as it performs.”

ENERGY HARNESSED
One of the most advanced features of Ultra BOOST is the Stretch Web outsole that adapts and stretches to your foot strike and movement. The perforated elastic design harnesses and maximizes the Energy of BOOST without restricting any of its qualities. The unique appearance of the Stretch Web outsole is the perfect look to complement the eye-catching Energy capsules of BOOST.

SUPERIOR SUPPORT
Ultra BOOST also features an entirely new heel construction that frees the natural movement of the Achilles tendon. A carefully tuned external heel counter comfortably cradles the foot and adapts to the high extension of the Achilles. A new featherweight sock liner adapts to the runner’s natural foot form, for a customized fit and feel.

Ultra BOOST also boasts a new dual-density TORSION® SYSTEM, embedded into the shoe’s base. This allows more independent movement between heel and forefoot for superior stability and a smooth, more controlled run.



Your greatest run ever awaits. adidas Ultra BOOST will be available at adidas Sports Performance stores on 25th February 2015 at the retail price of RM650.

Join the adidas Energy running movement by following:
FACEBOOK: facebook.com/adidasMY ; facebook.com/adidasRunning
TWITTER: twitter.com/adidasMY ; twitter.com/adidasrunning
INSTAGRAM: instagram.com/adidasrunning
WEBPAGE: adidas.com.my/ultraboost
HASHTAG #ultraboost #boostyourrun #adidasmy


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