• 13-FEB-2018

ADIDAS UNVEILS NEW ULTRABOOST COLORWAYS AND AN UPDATED ULTRABOOST X SILHOUETTE

adidas Running | UltraBOOST SS18 | Energy from the Ground Up | Product Film
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 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

Portland, Ore., Feb. 13, 2018 – adidas Running releases new colorways of pinnacle performance innovations, UltraBOOST and the updated 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.

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 long-distance runner Dominique Scott-Efurd, sprinter Nethaneel Mitchell-Blake and ambassador Adrienne, the campaign aims to inspire runners with the confidence and inspiration to run to rise.

For SS18, 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 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 while 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 mold to any foot while 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 while keeping horizontal movements on lockdown.

Stephan Schneider, adidas Running Senior Product Manager, said, “As an open source brand, we are able to listen to the consumer, take on board what they like and dislike about each Ultra model, and use this insight to constantly evolve and change our products to meet their needs. This approach led us to create the brand-new construction of the PrimeKnit Upper, which fuses our consumers’ favorite features of the old – the ventilation holes of the UltraBOOST OG – and new – the knitted upper of the UltraBOOST 2.0, creating something totally new and unique for our global running community.”

UltraBOOST and UltraBOOST X are available on adidas.com for $180 starting Feb. 21 and in adidas stores worldwide starting Feb. 28. The UltraBOOST is available in one colorway for men and one for women. The UltraBOOST X is available in grey with a blue heel counter. Follow the conversation at @adidasrunning on Instagram, Twitter and Facebook using #UltraBOOST.

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