UltraBOOST and UltraBOOST X provide athletes with the confidence and creative drive to be their best self, through endless energy return
adidas Running enlists professionals Dominique Scott-Efurd, Nethaneel Mitchell-Blake and UK ambassador Adrienne to front the SS18 campaign
Driven by innovation and aesthetic, the silhouettes feature an updated PrimeKnit construction for enhanced comfort and support and an industry-defining BOOSTTM midsole
South Africa, 14 February 2018 – adidas Running releases new pinnacle performance innovations, the updated UltraBOOST and UltraBOOST X, designed to push the boundaries of running technology and provide the ultimate running experience. Fusing the past and future, as well as adidas’ most advanced technologies, the new silhouettes are engineered for unparalleled movement, precision and fit.
To support the new footwear, adidas Running presents Energy From The Ground Up – a campaign designed to celebrate the raw, unfiltered emotions and energy of a runner’s journey, before, during and after they run. Featuring global sports talent including South African pro-distance runner Dominique Scott-Efurd, sprinter Nethaneel Mitchell-Blake and ambassador Adrienne, both from the UK, the campaign aims to inspire runners with the confidence and inspiration to run to rise.
The design approach has informed new features which are inspired by the best in previous UltraBOOST models. In the UltraBOOST, the ventilation holes of the original UltraBOOST return to the upper across the foot’s key sweat zones – the cage and forefoot. Combining this with a newly developed PrimeKnit composition, designed for reduced stretch to provide runners with a prime fit and additional support, the brand-new UltraBOOST is a truly unique proposition. The silhouette also features a high-tech Fit Counter integrated within the heel to enable free movement of the Achilles tendon whilst complementing the built-in BOOSTTM midsole, providing the wearer with adaptability, cushioning and energy return.
The UltraBOOST X takes learnings from the UltraBOOST Uncaged and the adizero Sub2 running silhouette, in which the cage and support features moved to the inside to give the silhouette a sleeker aesthetic for women. Fusing this aesthetic with modern, female-specific design features, including the Adaptive Arch, which permits the PrimeKnit Upper to mould to any foot whilst moving in sync with the wearer’s running style, the UltraBOOST X guarantees style and function. The integration of a purposely sculpted BOOSTTM midsole complements the Adaptive Arch design, allowing the elements to work together to provide enhanced support and cushioning. A 3D Sculpted Heel Counter is also designed to allow the Achilles tendon to flow vertically whist keeping horizontal movements on lockdown.
Mike Jaeggle, Senior Marketing Director, adidas SA said, “We’re excited to have worked with South African pro distance runner Dom Scott on this “Energy From The Ground Up “ campaign. As a brand, it’s important to keep evolving with the needs of a runner both physically and mentally and be part of their journey pre, during and post their run. This approach led us to create the brand-new construction of the PrimeKnit Upper, which fuses our consumers’ favourite features of the old – the ventilation holes of the UltraBOOST OG – and new – the knitted upper of the UltraBOOST. This creates something totally new and unique for our global running community.”
The UltraBOOST is available in two colourways, for men and women. The UltraBOOST X is available in grey and comes with a blue heel counter.
UltraBOOST and UltraBOOST X have a retail price of R2999, and will be available on ecomm
and in stores from 28th
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