adidas takes you BACK TO THE FUTURE

Revolutionary Training with the World’s 1st Barefoot Training Shoe

New Delhi, December 6th 2011/PRNewswire/ - adidas today unveiled the new adipure Trainer in India, the first barefoot training shoe designed specifically for the gym. Promoting pure and natural movement by harnessing the body’s natural mechanics, the adipure Trainer activates and strengthens muscles, builds balance and promotes dexter-ity.

The adiPure Trainer has been developed by combining the benefits of barefoot training with path breaking design innovations to activate and strengthen muscles in the lower body. Unlike regular training footwear, the minimalistic design of the adiPure Trainer allows unrestricted natural motion and builds balance, foot strength and dexterity preventing chances of injury in the long run.

"A lot of engineering went into making your foot a high performance machine," said Mark Verstegen, founder of Athletes' Performance who helped design the shoe. "To achieve your full potential during a workout, focus on how your foot interacts with the ground in the same way you think about how your hand interacts with a ball or a bat. Using your foot’s natural power and movement will help you strengthen muscles you never knew you had in your feet, lower legs and throughout your core."

Talking about the shoe he has been using for almost 3 weeks now Indian cricketer and adidas athlete Suresh Raina said, "When I tested out the adipure I could immediately feel the muscles in my feet and legs were getting a different kind of workout. For a sport like cricket, lower body strength and balance is extremely important and the adiPure Trainer works the muscles in the lower body like a song. We have a crucial Tour to Australia coming up and every improvement in my training regimen to better prepare for the season will pay off on the field."

Talking about the adiPure Trainer, Tushar Goculdas, Brand Director adidas India said, “Be it on the field of play or in the gym, our feet absorb a lot of impact while we are on the move. The adiPure Trainer is built to strengthen leg muscles and provide stability and flexibility to our feet. Every design element, right from the flexible outsole to the EVA mid sole comes together to provide the ultimate training experience. Inspired from the effectiveness of barefoot training, but created with pioneering footwear technology, this shoe will transform the way we train and help outper-form."

The adiPure Trainer is priced at Rs. 4,999 and is available in 2 colors for men and 1 color for women. It will be retailed across at all adidas Sports Performance outlets in the country.

For more details, please contacts
Jerry Sebastian / Siddhant Chauhan
jerry.Sebastian@bm.com / siddhant.chauhan@bm.com
+91 9811613864 / +91 9811525715

adidas India Marketing Pvt. Ltd. is the Indian subsidiary of adidas-Group AG. The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around three core segments: adidas, Reebok and TaylorMade-adidas Golf. Headquartered in Herzogenaurach, Germany, the Group has more than 33,000 employees and sales of EUR 10.3 billion. adidas products are marketed in more than 160 countries. In India, adidas products are available in more than 130 cities.

The adidas Group launched its official corporate blog: http://blog.adidas-group.com. The overall objective of the adidas Group blog is to paint a personal and authentic picture of the company behind the brands. The adidas Group blog will provide insights into the adidas Group’s business and its company culture, which is based on a shared passion for sport and a sporting lifestyle.

BRIEF TECH FACTS

The low, quarter-inch profile gets you as close to the ground as possible and eliminates heel lift to align spine and legs and improve posture

A flexible outsole and flex grooves in the toes mimic the foot’s natural movement while providing traction and durability

The sock-like stretch upper conforms to feel like a sec-ond skin for a comfortable fit

An EVA midsole provides a streamlined layer of cushioning that helps prevent foot bruising and allows for less rubber outsole material

Wrapped up side walls provide stability and traction during ground-based positions and postures for pillar strength, movement preparation, yoga and Pilates exercises

The slip-on collapsible heel allows of easier entry

An Ortholite sock liner provides antimicrobial protection and moisture management

*Tested in three rounds by NCAA and other professional athletes training for sports in every setting