• 12-MAR-2018


Sneaker and Streetwear Boutique Offers Complementary VO2 Max Testing, NormaTec Recovery, Runs and Yoga at Pop-Up Shop to Celebrate the Launch Starting March 16

New York, New York, March 12, 2018  adidas unveils the Alphabounce Beyond Extra Butter colorway exclusive, a white and aero blue silhouette inspired by VO2 Max training. The shoe is  exclusively available at the New York sneaker and streetwear boutique pop-up shop at 101 Stanton Street starting March 16.

To celebrate the launch, Extra Butter will offer complementary services for runners throughout the month including livestreamed VO2 Max testing by custom performance on a Woodway treadmill and Recovery by NormaTec. VO2 Max is the measurement of the maximum amount of oxygen that an individual can utilize during intense exercise. A recovery space will be available where customers are provided with 20 minute NormaTec leg compression sessions. In addition, Extra Butter and adidas will host a series of free runs and yoga sessions.

The Alphabounce Beyond is the first major franchise update for the running shoe designed for athletes who use running as a tool to dominate their sport. The Beyond, one of the only training shoes built for running with heel to toe cushioning, is updated for more versatile multidirectional movement including a wider midsole and forged zones for stability and quick cuts and a Continental Rubber outsole for more traction on all surfaces.

The adidas Alphabounce Beyond Extra Butter exclusive is available March 16 through March 28 for $130 at Extra Butter’s pop-up shop at 101 Stanton Street (a block away from the store at 125 Orchard Street) and shop.extrabutterny.com. The Pop-Up is open from 11 a.m. to 7 p.m.

To join the conversation and follow activation calendar updates, please use #Alphabounce, #ExtraButter, @adidasrunning and @extrabutter on Instagram and Twitter.

For more information, visit adidas.com and shop.extrabutterny.com.