Monday, February 13, 2017


adidas Running today presents the latest version of its iconic UltraBOOST shoe, designed to give female runners their greatest running experience. The new UltraBOOST X is adidas’ pinnacle performance shoe; tailored to the unique shape of the female foot.

The shoe is designed to reflect the foot’s natural running silhouette for an enhanced performance for the female runner.  The ARAMIS system, a motion tracking technology that enables a detailed analysis into the movement of the body, was used to allow adidas innovation teams to see exact points where female runners need the most support and where their foot needs room for natural expansion. This process led to the unique design of the UltraBOOST X shoe.

A distinctive Adaptive Arch is introduced, alongside a purposely sculpted midfoot and Primeknit upper, which adapts effortlessly to the changing shape of the foot as she runs. The Primeknit construction wraps underneath the arch of the foot for additional support, with the pattern in the toe area more open to give increased breathability. In addition, the UltraBOOST heel counter features a new narrower design, adapted for a female heel to provide support whilst allowing movement for a free and uninhibited run.

The 100% full length BOOST midsole is proven to provide the best energy return in the industry, and is durable in all temperatures. The Continental Rubber 4-way stretch web outsole was designed for a female gait and provides good traction for urban running, in any condition.

Andre Maestrini, General Manager adidas Running: “Based on ARAMIS insights of the female foot, we tailored the leading performance technology of UltraBOOST specifically for women, delivering the most innovative and technical running shoe in an industry leading silhouette. We’re excited to offer the unique experience to female runners around the globe, providing the tools for them to uplift their run.”

The iconic shape of UltraBOOST gives her the confidence that she can break her personal barriers, and her own goals – whether that’s getting out of bed for a run at 5:30am, taking on her first 10k or getting a personal best on her favourite run route.

The UltraBOOST X shoe launches alongside a range of running apparel, including a Primeknit Tee, double layer shorts, running leggings and vest. The collection is designed to coordinate with the unique shoe design, whilst working in harmony with the body and running environment.

The adidas #UltraBOOSTX has a MRRP of €180, the UltraBOOST X apparel starts from €80. Both are available at

Follow the conversation at @adidasrunning on TwitterFacebook and Instagram.

Thursday, February 2, 2017

adidas Challenges Athletes to Unleash Their Creativity in 2017 Women’s Campaign

adidas today unveiled a global campaign underlining the brand’s aggressive pursuit for creativity to push the boundaries of sport.

The new campaign, titled “Unleash Your Creativity,” is told through a female athlete’s lens and stars supermodel Karlie Kloss, fitness influencer Hannah Bronfman, fitness instructor and best-selling author Robin Arzon, WNBA All-Star Candace Parker and USWNT soccer star Becky Sauerbrunn, among others.

“Like this campaign, creativity enables me to accomplish more and follow my passions. It is inspiring to work alongside this incredible group of women and help each other achieve our personal goals," said Karlie Kloss.

“Unleash Your Creativity” builds upon the brand’s belief that hard work only gets you so far. The campaign includes a multi-athlete TV spot and short film series that brings to life authentic stories of 15 female athletes around the globe who use creativity to defy conventions, reinvent routine, create their own path and inspire others to make a difference in sport.

Karlie Kloss’ film highlights how she uses her imagination to make a difference in the world while Candace Parker shows how she uses creativity to shape her style of play and elevate her game. Dancer and fitness influencer Ally Love inspires women to unleash their own creativity daily from her motivational spin classes to charging up an arena as host of the Brooklyn Nets. Ruqsana Begum is a British and European Kick-Boxing champion who blazed a trail for Muslim women to access sport. Running coach Jessie Zapo found a way to open her sport to a new generation of runners. USWNT Captain Becky Sauerbrunn uses her creativity in soccer to challenge her opponents on the field and win championships.

“Hard work is a given. We believe that athletes who tap into their creativity have a powerful edge,” said Lia Stierwalt, Senior Director of Global Brand Communications at adidas. “This new film series continues the ‘Here to Create’ conversation that we began in 2016 reinforcing the brand’s point of view that engaging an athlete’s imagination to unleash their creativity will take them further than their mind or body ever could.”

Unleash Your Creativity” debuted online today and will air globally in more than 20 countries during key moments including the Super Bowl LI Pre-Game Show, NBA All-Star Game, and The Academy Awards.

Follow the “Here to Create” conversation via #heretocreate on @adidas Twitter, Instagram and Facebook channels and view all films in the series​​.

Monday, January 30, 2017

adidas by Stella McCartney debuts its Spring/Summer 2017 collection

adidas by Stella McCartney jumps into 2017 with a Spring/Summer campaign that celebrates the rule-breaking and trail-blazing attitude of the modern female athlete. This season, Karlie Kloss is joined by sprint star Octavious Freeman and renowned yoga instructor Chelsey Korus as they champion the pursuit of new challenges, shaking up routines and embracing variety together.

“The adidas by Stella McCartney Spring/Summer 2017 campaign is about inspiring today’s women to test themselves, wherever their workout takes them. We wanted to celebrate their incredible energy manifested through movement and creativity, as well as the exceptionally dynamic lifestyles that Karlie, Octavious and Chelsey lead. These three women show that if you put your mind to it, you can achieve anything,” says Stella McCartney.

The three protagonists will feature in a series of energetic behind-the-scenes videos, photos and soundbites that aim to inspire likeminded women to create their own rules in training. Karlie, Octavious and Chelsey unite to show how their steadfast determination enables them to pursue new challenges and push limits, without compromising on style.

This includes Octavious giving Karlie tips on how to improve her speed training and showcasing the optimal post run warm down, Karlie braving springboard heights and underwater dives and Chelsey showing how to master the handstand in a few, simple steps.

“The adidas by Stella McCartney Spring/Summer 2017 is about celebrating strong female athleticism and embracing new challenges. During the shoot, I learned new ways to strengthen both my body and mind from the other incredible women who champion this exciting new collection. This campaign is all about making your own rules but also embracing inspiration from others.”says Karlie Kloss.

Captured on camera Octavious says, “Every run is a new opportunity to be your very best and see what you’re capable of.

Speaking on her yoga journey, Chelsey Korus adds, “Everything you need is within you so remember to look inside. Whether you are a beginner, or already experienced, be sure to create your own way and find new tests of your ability.”  

The    Spring/Summer 2017    collection    will    be    available    from    January 2017    onwards    in    the   flagship adidas by Stella McCartney store on London’s Fulham Road, Miami’s Lincoln Road and Miami’s Aventura Mall. The collection is also available at Stella McCartney mainline stores and over 788 concessions in adidas Women’s stores, adidas Sports Performance, leading e-retailers and sports retailers globally. High-end department stores such as, Lane Crawford, Neiman Marcus, Isetan, Le Printemps, Harrods and Nordstrom, carry the collection. It can also be found online at

Sunday, January 29, 2017

Escape the grid and explore your city in the new adidas PureBOOST

adidas Running today revealed the new adidas PureBOOST shoe. Inspired and created for runners who treat every step as a chance to explore, PureBOOST features a versatile, agile and adaptive design to enable runners to endure anything the city environment has to offer.

PureBOOST features an 8mm heel lift and progressive sculpting of the BOOST midsole, with a wider forefront for optimum support when navigating turns – perfect for running around sharp city corners. The outsole has also been built for the specific requirements of street running, with the rubber extended on the medial side for additional support and to protect against the elements of the city. The stretch web design provides superior grip, while allowing the foot to work in harmony with the BOOST midsole.

PureBOOST’s new knit upper incorporates a highly adaptive fabric, designed to move with the runner’s gait. A new double wrap tongue construction provides support, while allowing the foot to move in harmony with the shoe.

adidas Running products are developed in collaboration with a sport science team and researched using the ARAMIS testing system, a motion tracking technology that enables a detailed analysis into the movement of the body. adidas’ latest innovations heavily influenced the design of PureBOOST, resulting in a shoe that is built for the city, incorporating adaptive elements to help runners tackle any obstacle or challenge along the way.

Stephan Schneider, PureBOOST product manager at adidas said: “Runners all over the world are making cities their playground and use their runs as the ultimate way to explore. With PureBOOST we wanted to give these runners the ultimate tool to push their own boundaries, and take on the city head first.”

adidas PureBOOST is available now at Follow the conversation at @adidasrunning on TwitterFacebook and Instagram​​.

Sunday, December 4, 2016

adidas Writes ‘Imma Be a Star’ Into History With Harden Vol. 1

As a freshman in high school, James Harden wrote his dreams onto paper with a simple note promising his mom, ‘Imma Be A Star.’ The Houston Rockets point guard has reimagined the definition of his position and continues to leave his mark on NBA record books as he lives out the goal he created nearly 13 years ago.

To inspire future stars of the game and commemorate the note his mom has kept to this day, adidas introduces a new chapter to the story of Harden Vol. 1.

“As every young kid, you have dreams…you have aspirations. You ask for things when you’re a kid and one day, I asked my mom for some money and I wrote her a note,” Harden explained. "It said, 'Could u wake me up at 7:00 and could u leave me a couple of dollars. P.S. Keep this paper. Imma be a star.' 

“You have those visions when you’re younger and you just don't know how to get to them,” Harden continued. “I was one of those kids who figured it out and didn’t let anything stop me.” 

Designed in black Primeknit with flecks of gold, Imma Be A Star exudes Harden’s early confidence and is proof of the path he’s creating in the game. Gold accents featured on the Harden Mark, lace tips and three stripes contrast a black suede toe shroud and full-length BOOST TPU wrap, while the original note is showcased as a repeating graphic print on the sockliner.

Stay tuned this week as adidas and James invite fans to share stories with their own notes on @ProjectHarden.

Imma Be A Star ($160) drops in limited fashion November 23 at [] and select retailers.  

Follow the conversation @adidashoops on Twitter and Instagram with #HardenVol1.   

Tuesday, November 15, 2016

adidas unveils UltraBOOST Uncaged Parley, the first mass-produced running shoe made from Parley Ocean Plastic

Herzogenaurach, 4 November 2016 – In a game-changing move for a more eco-innovative future, adidas today unveiled the UltraBOOST Uncaged Parley running shoe; the first mass-produced footwear created using Parley Ocean Plastic. The revolutionary footwear will launch mid-November, with 7,000 pairs available.

UltraBOOST Uncaged Parley features a Primeknit upper made from a mix of Ocean PlasticTM, created from plastic waste retrieved by Parley coastal interception and clean-up operations in the Maldives (95%), and recycled polyester (5%); with each pair reusing eleven plastic bottles. The shoes laces, heel cap base material, heel webbing, heel lining and the sock-liner cover are also made with recycled materials. Its design is inspired by ocean waves, to reflect the shoe’s unique story and adidas and Parley’s commitment to end the cycle of pollution in the oceans. 

UltraBOOST Uncaged Parley is created using new technologies specifically engineered to up-cycle marine plastic debris into technical yarn fibres. The specially-developed Primeknit upper is combined with UltraBOOST’s signature elements to deliver an innovative running shoe that requires no compromise on performance. 

A Continental™ natural rubber Stretchweb outsole for all-weather traction works with the innovative full-length BOOST™ midsole for unrivalled energy return. The Torsion® system bar, also from a renewable source, supports the foot’s natural flex with every step. 

Eric Liedtke, adidas Group Executive Board member responsible for Global Brands, said:
“This represents another step on the journey of adidas and Parley for the Oceans. But we won’t stop there. We’re now committed to scaling those initiatives. We will make one million pairs of shoes using Parley Ocean Plastic in 2017 – and our ultimate ambition is to eliminate virgin plastic from our supply chain.”

adidas’ 2017 target will mean that at least eleven million bottles retrieved from coastal areas by the Parley Global Clean-up Network and Remote Island Interception operations will be recycled and repurposed into elite performance sportswear. This plan forms part of a larger commitment by the brand to increase the use of more sustainable materials in its products and to make eco-innovation the new industry standard through implementation of the Parley A.I.R. Strategy (avoid, intercept, redesign), which aims to end the cycle of marine plastic pollution long-term.

“Nobody can save the oceans alone. Each of us can play a role in the solution. It’s in the hands of the creative industries to reinvent faulty materials, products, and business models. The consumer can boost the demand for change. But it’s up to eco innovation leaders, like adidas, to make change a reality.  With this shoe we demonstrate what’s possible. It’s even more than a shoe. It’s a flag, an invitation to join our movement. ” Cyrill Gutsch, Founder, Parley for the Oceans.

Earlier in the year, adidas celebrated World Oceans Day by releasing the first-ever edition running shoe in partnership with Parley for the Oceans. With a limited run of only 50 pairs available worldwide, Instagram users were given the chance to win a piece of sportswear history by raising awareness of the cause and uploading a video to show how they implement Parley A.I.R. and pledge to avoid single-use plastic.

UltraBOOST Uncaged Parley will be available at and adidas stores from mid-November, RSP €200. For more information on drop dates, sign-up at​​.

Monday, November 14, 2016

Mother Nature Tackles The adidas Superlight Rugby Range

Saturday 5th November, 2016 - adidas Rugby has today unveiled the ‘Elements Pack’, a striking update to its industry leading Superlight range.

The four models in the range, specifically designed for each position on the field, have received a graphical treatment inspired by the natural elements Earth, Fire, Ice and Wind.

The adipower Kakari Force is the ultimate boot for the tight-five and features the element of Earth, symbolising the strength and stability needed to dominate the scrum. The Kakari Light, made for loose forwards, is on fire and reflects the explosive power shown by players such as Kieran Read and Sam Warburton when they are first to the breakdown.

Predator Malice featuring the ice graphic has been developed for kicking backs such as Beauden Barrett, who are renown for being cool under pressure. Completing the lineup is theCrazyQuick Malice featuring a wind graphic indicative of the speed and illusivness of outside backs like Antony Watson and Sonny Bill Williams.

The Elements Pack will be seen on field tomorrow when the World Champion All Blacks play Ireland, at Soilder Field in Chicago. The range will be stocked at adidas stores and major sporting goods retailers, rugby retailers worldwide, as well as online at www.adidas.comfrom December 1st. Pricing starts at €50 RRP for junior boots to €200 RRP for elite models.