Adidas has timed the introduction of new product ranges to coincide with two feel good events in June – the adidas x Parley Run for the Oceans during World Oceans Week (5-11 June) and International Yoga Day (June 21). They are also offering retailers the chance to stock up for Women’s Month in August with new ranges aimed specifically at women.
Adidas invited runners from across the world to join a digital run between 5 and 11 June to show their commitment to ocean health. Runners were encouraged to register for the digital run and add the daily mileage they ran during the week to those recorded by runners from across the world who joined the movement.
They also encouraged runners to listen to the Story Run feature on their Runtastic Cardio App while running. Curated by a team of ocean advocates, the app aims to enlighten runners about the ocean’s delicate ecosystem, the Parley A.I.R. strategy and how they can all be part of the solution, while doing interval training.
The brand has teamed up with the Parley for the Oceans NGO to raise awareness of the dangers plastic waste pose to marine life through various initiatives, including the introduction of the ocean blue Parley editions of the UltraBOOST, UltraBOOST X and UltraBOOST Uncaged running shoes. An average of 11 plastic bottles were used to make each pair of these shoes, which all feature laces, heel webbing, heel lining, and sock liner covers made from recycled PET material … but still deliver ‘the same elite performance with every stride’ adidas promises.
This is in line with the A.I.R. Strategy they agreed to when they formed the partnership with Parley: avoiding virgin plastic, intercepting plastic waste, and redesigning new alternatives; challenging the status quo together, one step at a time.
“Plastic pollution is one of the biggest threats to the oceans,” says senior manager for adidas Running SA, Pieter Warnich. “The brand’s ambition is to create a global movement to stop killing oceans with plastic. With the adidas x Parley Run for the Oceans initiative we combine the power of sport with the power of a digital world to inspire positive action for the oceans.”
The blue of the oceans in the Parley UltraBOOST collection was taken further by the new eye-catching mystery blue colourways of the latest adidas UltraBOOST X collection for women, introduced into retail in time for Women’s Month.
“adidas Running takes women’s running needs seriously and with the unique design of Ultraboost X made to enhance her performance with every step, we aim at getting better,” says Warnich. “We’re excited to see women all over the country taking on their cities and running in the hills and sharp curves of their CBD’s while standing out in their fresh new UltraBOOST X shoes.
“The unique design of UltraBOOST X reflects the female foot’s natural running silhouette for an enhanced performance with every step. The shoe’s distinctive Dynamic Arch works alongside a sculpted midfoot and Primeknit upper to adapt effortlessly to the changing shape of the female foot, delivering superior comfort and support.”
A motion-tracking technology, ARAMIS, was used by the adidas development team to obtain a highly detailed analysis of the movement of the female foot. This enabled them to focus on the exact points that require the most support and where the foot needs room for natural expansion.
The result was a Dynamic Arch that was designed to follow the contour of the foot arch and adapt to the changing shape as she runs. The Primeknit upper wraps underneath the arch of the foot for additional support, with the pattern in the toe area more open to ensure increased breathability.
The full-length Boost midsole was designed to provide ultra-responsive comfort and cushioning by storing and returning energy with every stride. The Continental Rubber 4-way stretch web outsole, created for a female gait, provides good traction for urban running, in any condition.
In addition, adidas has launched the first apparel technology for women only: warp knit. The seamless knit construction delivers uncompromised comfort, matched only by a woman’s own skin. Warp knit is an innovation in knitting with high compression and a blend of soft nylon fabrics to ensure great comfort.
“adidas warp knit is the perfect blend of performance meets beauty and comfort, and supports the female body in the toughest workouts,” says Brett Burgess, adidas SA senior manager Training Division. “With the first ever woman focused technology the adidas warp knit collection is both stylish and functional, making the perfect statement piece for women who love looking and feeling great while she pushes her limits in the gym.
“Each piece feels custom fit to support your farthest stretch and hugs your body’s every curve; each time you put it on.”
The unique knit structure creates decorative open mesh patterns, carefully placed to provide breathability where it is needed most. “While each warp knit piece is carefully crafted for beauty in any environment, they are pure performance with a personalized compression feel from hem to hem,” he adds.
Warp knit technology was also employed to create some pieces of their new yoga and training apparel range introduced on International Yoga Day (June 21). The collection was developed in collaboration with their Wanderlust partner, a community that promotes physical activity amongst women and is known for the mass-attended yoga festival events they stage.
The collection was designed with input from yoga teachers, who ensured that they don’t inhibit any body movement. Warp knit allows the tight-fitting garments to move with the body like a second skin and have breathable mesh structures to keep the wearer cool and comfortable during movements, e.g. in the slate-grey Wanderflow warp knit Onesie.
The 25 pieces include halter bras, tank tops, tights, loose fit guru pants, outer layers like ponchos and sweat shirts, etc. in earthy colours.