ADIDAS CELEBRATES THE SUMMER OF SPORTING COMPETITION
WITH PERFORMANCE FOOTWEAR DESIGNED FOR ALL SPORTS
by Shrutee K/DNS
New Delhi, July, 2021: As athletes continue to return to competition, adidas is celebrating sport this summer with its biggest multi-sport assortment of performance footwear to date. With the celebration of all sports, all teams, and all athletes at its core, the collection mirrors the renewed significance of sports as athletes are united once again. The campaign is led by Olympic bond athletes like Manpreet Singh, Lovlina Borgohain, Simranjit Kaur and Mirabai Chanu in India.
Made up of 85 footwear pieces tailored to the specific needs of athletes across 17 sports, the collection features the very best of adidas’ performance innovation, unified in a crisp solar red and white colorway. This integration of solar red is a nod to adidas‘ long standing heritage of launching its pinnacle technologies for elite sports competitions in this bold colorway; uniting athletes of today with sporting legends of the past.
Liz Callow, Senior Director of Color, Trend & Materials and lead designer for the collection, adidas Global, commented: “It’s our belief that sport encourages healthy competition, seeing individuals doing incredible, history-making things. With a single footwear collection, we wanted to bring to life this notion and play with a sense of a fresh beginning, whilst also celebrating the past. United by red detailing, a color that as a brand we traditionally use to signify the best of our performance innovations, we hope to also demonstrate that community matters more than ever before. Regardless of who takes home the wins or the records, the real winners are athletes and fans who can once again come together to enjoy sport.”
The collection features adidas’ latest iconic footwear innovations spanning sports from athletics, to weightlifting, to skating. The assortment of footwear also displays the very best of adidas’ performance technologies – including BOOST, Lightstrike Pro alongside refined EnergyRods and 4D midsoles to ensure athletes have all the tools needed to challenge their personal best this summer.
Collection highlights include:
adidas 4DFWD – The next step in data driven, 3D printed midsole innovation, it has been designed to move runners forward. Combining years of athlete data with the unique technology of 3D printing, adidas 4DFWD is created to provide runners with an all-new running experience. Using Carbon’s Digital Light SynthesisTM technology to produce precision tuned 3D printed midsoles, adidas 4D footwear is amongst the first in the world to use this cutting-edge technology.
Ultraboost 21 – Featuring 6% more BOOST than its predecessor, inclusion of a LEP or ‘linear energy point’ for added propulsion and a PRIMEKNIT forged upper for enhanced movement, the Ultraboost 21 is the brand’s most holistic running shoe ever.
Celine DelGenes, VP Specialist Sports, adidas Global, commented: “Throughout our history in elite competition, we are proud to have been a part of so many athlete achievements. This summer, despite all the challenges of the past year, is no different as we showcase an exciting offering of performance innovations. Our aim is to enable the incredible athletes we partner with to achieve their impossible through the products we create for them. Because when they do that, they inspire all of us to see the possibilities in our own lives, in our communities and in our wider society.”
The footwear collection is available from today at shop.adidas.co.in.