Today in New York City, adidas unveiled a new technology called Energy BOOST™ that the athletic shoe and apparel company hopes will revolutionize sneaker cushioning. The new tech touts that it can for the first time provide equal cushioning and energy return, when compared to standard EVA foam tech that dominates the industry, in one shoe.
At the Jacob Javits Convention Center, Erich Stamminger who heads of Global Brands at the adidas Group welcomed media and invited guests, including rapper Big Sean and actress Rosario Dawson, before introducing Eric Liedtke adidas' Head of Sport Performance. Liedtke revealed that adidas had been working on the new technology for a few years, touting that it will "change running forever."
Liedtke also invited Olympic sprinter and medalist Yohan Blake to the stage and spoke on the importance of "energy." James Carnes, adidas Creative Director of Sport Performance also spoke excitedly about BOOST, and invited two-time Olympic champion Haile Gebrselassie to speak on the show. Gebreselassie hilariously chose to answer everything but the questions Carnes asked him.
From adidas' press release:
Boost your cushioning
The foundation of the BOOST™ innovation 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.
Boost your conditions
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.
Boost your comfort
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.
Plans are already underway to implement Energy Boost into basketball and training shoes.
The Energy Boost shoe will be available worldwide on February 27 with a suggested retail price of $150. Check out photos of the adidas Energy Boost and from today's presentation in the gallery.
Photos: adidas, aqua