Adidas Goes for Gold

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The New York Sun

It didn’t take long for Adidas to create buzz around its Made for Beijing footwear collection, which will be worn by several athletes competing in the upcoming Summer Olympic games. For the first time the company is offering shoes engineered specifically for Olympians to the public, and the news has been met with anticipation by devoted sneaker fans.

The minimalist black-and-white sneakers feature layers of mesh — paying homage to the iconic architecture of China’s National “Bird’s Nest” Stadium, where many of the competitions will be held — and incorporate a sleek design and futuristic technologies that would make any regular Joe feel like a world-class athlete.

A unique shoe was designed for 26 of the 28 sports that Adidas will outfit, and each sneaker has been constructed to enhance an athlete’s performances in the quest for gold. The weight-lifting shoe, for example, has a wood wedge in the heel to maximize support during lifts, and the canoe shoe incorporates technology for accelerated water drainage and better traction.

As the official sportswear partner and the only branded sportswear licensee for this summer’s games, Adidas also added other features to its shoe range. Mesh paneling on many of the sneakers, for instance, has been incorporated with an innovative technology called ClimaCool, a moisture-wicking material that acts as a ventilation system, conducting heat and sweat away from the athlete’s body. In addition, strategically placed perforation on outsoles aids the transport of moisture while welded overlays offer athletes extra support and stability.

As a fun aside, each sneaker has a sock-liner with a Global Positioning System, or GPS, that has a grid map of the Beijing venue where its corresponding sport will take place.

The line is on sale now and prices range from $15 to $250.

For more information and to purchase, go to shopadidas.com.


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