Best Global Green Brands 2014

ad watch

Lighter, But No Lightweight: adidas Releases adizero Rush

Posted by Shirley Brady on January 17, 2012 07:01 PM

Today adidas is unveiling the brand new adizero Rush, described as "one of the lightest running shoes on the market that helps athletes of all levels turn up the speed." A new 30-second TV spot, which you can watch below, celebrates high school athletes and the energy of team sports, debuts today on YouTube ahead of premiering on TV on Sunday.

At 7.5 ounces and seven bold color combinations, the adizero Rush (now available for $100 at shopadidas.com and retailers nationwide) is a unique combination of high performance and style.

“We’re really proud of the adizero Rush and excited to get the shoe in the hands and on the feet of athletes who run to get faster for their sport,” said Mikal Peveto, director of running for adidas America.  “The adizero Rush shaves ounces from a typical running shoe, helping athletes as they work to stay faster than their competition.”

Peveto continued, “At adidas, our goal is simple. We design and engineer lightweight shoes to make athletes of all levels of sports faster so they can perform better on the track, the field and the court.  We know seconds make the difference between first and second place or a personal best effort.” 

To support the launch of the adizero Rush, adidas commissioned a 30-second spot that celebrates high school athletics and the energy of competition with football players, cheerleaders, coaches and the marching band all rushing to victory in the adizero Rush.

Filmed in Southern California and produced by 180 Los Angeles, the spot is being augmented with a digital activation and fans will be able to continue the conversation through facebook.com/adidasrunning.

Combining a super light shoe with maximum cushioning and support, the adizero Rush features adiPrene+ midsole technology for resilient cushioning in the forefoot to ensure a responsive ride. The shoe’s SprintWeb provides lightweight support while the unique nylon mesh construction is breathable and keeps the foot locked in place for stability and speed. The SprintFrame™ helps return energy to each stride and the shoe’s Lightstrike™ EVA reduces midsole weight by 15 percent.  

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements