When adidas launch a shoe, they really launch a shoe. When they first announced their new midsole material – Boost – they took a group of people (me included) to New York where we joined journalists and blogger from all around the world at a stunning event at the Javits Centre – the home of [...]
When adidas announced Boost as their latest technology, I honestly thought that they were on to something in terms of changing the paradigm. They had created a material that would challenge the ubiquity of EVA as the stuff that was on the bottom of every pair of running shoes (excluding the most minimalist of minimal [...]
I think that to a greater or lesser extent, all runners are creatures of habit and that is never truer than when it comes to our choice of footwear. The advice from experts and non-experts alike is often: find what works for you and then stick with it. I have friends who find a shoe [...]
EVA – the material used to make the sole of over 90% of all cushioned sports shoes, has been around for getting on for 20 years now. There is no doubt that when it was launched, this material represented a quantum leap forward in footwear technology and whilst many advocates of barefoot running, blame the [...]
How do you announce and celebrate a game-changing piece of technology in the running market? It must be difficult for the marketing and brand heads of running companies to answer that question sometimes. After all, there are so many times that a new product or a new piece of technology is touted as a game-changer, [...]
As I have mentioned on this ‘ere blog before, when it comes to footwear – and especially racing footwear – I am a big fan of adidas products and I have really enjoyed wearing the Adios AdiZero and the AdiZero Feather 2 for many of my races. The Adios AdiZeros were on my feet when [...]
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