adidas unveils Ultra Boost, the greatest running shoe ever
Johannesburg, South Africa 12 August– The Energy Running revolution has taken a bold new step as adidas unveiled the latest edition of the greatest running shoe ever, Ultra Boost, during a unique running experience in downtown Johannesburg.
At the launch, attending athletes, celebrities and key influencers experienced the superior performance of Ultra Boost by participating in an energised night-time run in and around Braamfontein and Constitution Hill. The event doubled up as a teaser to the adidas RUNBASE concept, set to launch in the city in the next few months. adidas RUNBASE will be a running hub – a space in the heartbeat of the city where running and culture connect and runners can gather and connect with friends.
Ultra Boost is the ultimate expression of adidas’ revolutionary BOOST technology and was created using ARAMIS, a system trusted by leading international engineering institutions like NASA, Boeing and Audi. The running shoe’s midsole comprises 100% BOOST foam, offering the highest Energy Return in the industry. This is complimented by a Primeknit upper which wraps the foot in adaptive support and ultra-light comfort and a stretch web outsole flexes naturally for a smooth and responsive transition.
“Each technology featured in Ultra Boost was built to complement each other providing energised adaptability through a customised fit, look and feel,” said Ben Herath, Vice President of Design for adidas Running. “While we’ve taken innovation to the next level, the sleek silhouette of Ultra Boost is built to look as good as it performs.”
The Ultra Boost also boasts a new dual-density TORSION® SYSTEM, embedded into the shoe’s base. This allows more independent movement between heel and forefoot for superior stability and a smooth, more controlled run.
“Ultra Boost is really the ultimate expression of our BOOST range and is the first of many adidas products that redefines running,” said Kate Woods, adidas Director of Running. “Our aim is to bring energy to running and ignite a culture that transcends traditional running in our key cities within South Africa. We plan to build a base for running communities to meet up, fuel up and gear up, and offer them the ultimate adidas running experience. We are excited to launch RUNBASE in Johannesburg in the near future.”
Experience your greatest run ever with the new Ultra Boost at www.adidas.com/ultraboost.
The new adidas Ultra Boost will be available at adidas retail outlets and associated stockists from 12 August 2015 at a RRP of R2499.00.
Follow adidas Running and watch energy take over @adidasZA #ultraboost on Twitter or Instagram.
Gugu NtuliPerformance PR ManagerSouth AfricaGugu.Ntuli@adidas.com27 (0)21 442 6200