Wellbeing
Originally published on Monday, 18th February 2013
adidas BOOST™ Launch NYC
Here at UJ, we like to think that we’re a bit sporty (chic). We’re always up for trying the latest fitness craze, interested in a luxe gym kit, and love a new trainer. So when we were invited to the launch of BOOST™ in NYC with adidas – even though we knew nothing about the product to be unveiled – anything billed as a game changer has our immediate attention.
Here's our verdict.
What
Global launch of the adidas BOOST™ in NYC.
What they say
“BOOST™ is a groundbreaking innovation in cushioning. It provides more energy return than any other foam cushioning. Comfort used to be soft. Responsive used to be firm. BOOST™ gives you both. Running will never be the same.”
What we say
These shoes are comfortable and they do have added bounce. More energy, less work: we like. They also look good too. #UJloves the neoprene style fabric used on the uppers. Usually we find that high-tech running store-style shoes suffer aesthetically, but these are a good style/performance hybrid.
The tech bits
The white midsole is made up of thousands of energy capsules (similar to Styrofoam), providing “responsive” cushioning. They perform well in every climate and are lightweight.
Who
UJ asked James Carnes, Head of Design for Sport Performance at adidas, who he thinks will wear this shoes: “A modern thinking person who doesn’t see a difference between fashion and function. We’ve been talking to Stella in London, and she’s of course always on the cutting edge of our new technologies, so our plan is to incorporate this throughout all the different labels; Originals, Y3, Stella.”
UJ launch highlight
The attendees! We’d say over 75% of people there were wearing adidas of some kind – jackets, shoes, socks, hats. It was really interesting to see global “adi-fans” and how they rocked their wares. We had vintage Jeremy Scott leopard print envy.
Flashback
The launch began with screens of adidas key products over the ages. Highlights included the Micropacer and turquoise Torsions. James Carnes cited the Gazelles as his personal iconic adidas fave.
BOOST™ will be on sale from February 27 2013.
