Cookie Consent by Free Privacy Policy website adidas Running Launches 'RUN THE GAME' Campaign Featuring The Al­ phaBOUNCE Beyond
january 16, 2018 - Adidas

adidas Running Launches 'RUN THE GAME' Campaign Featuring The Al­ phaBOUNCE Beyond

#adidas launches a design update of AlphaBOUNCE
• The #alphabouncebeyond targets athletes who are not runners, but instead use run­ ning as part of their wider training plan, helping them to be the best at their game
• The 'RUN THE GAME' campaign features a series of US athletes including football stars #florenciagalarza and #landoncollins and basketball player Damian Lillard

Herzogenaurach, January 16th, 2018 – As part of its new 'RUN THE GAME' campaign, adi­ das has launched the #alphabouncebeyond – a shoe designed to celebrate athletes who use #running as a tool to dominate their #sport. 'RUN THE GAME' reflects the intersection of #sport and culture, allowing players to remain in the zone throughout their training programme no matter the location, be it on the track, in the training room, hallway or streets. Through incorporating design elements into the shoe such as engineered mesh and a BOUNCE midsole, athletes are empowered to use #running within their training to obtain their competitive edge, giving them the power to 'RUN THE GAME'. To represent this, a series of personalised artworks, starring US sports stars #landoncollins, #damianlillard and #florenciagalarza, have been created to

demonstrate the importance of #running within their specific training programmes, making them the dominant players on the field and court.

The silhouette is aimed at athletes who do not identify themselves as runners, but instead
use #running as a training tool for their journey to become the best in their game. The Alpha­ BOUNCE Beyond is a #running shoe which gives them a competitive edge, allowing them to play the game at their pace, control its tempo and dominate the game. The two new colourways integrate a mixture of black, white and grey shades which highlight specific areas of the si­ lhouette that were impacted by stress during the testing process.

Andy Barr, Product Category Director for #adidas #running, said, "Athletes want to be the best at their specific #sport and they understand that #running is a key factor in obtaining their goals. #adidas have worked with a range of vertical athletes – those who compete in sports such as soccer, football, basketball, baseball, field hockey, tennis and boxing – as well as versatile athletes – those who are cultural leaders in dance and modelling – to develop a #running shoe that will give them the edge over their #competition, making them the best on the court, field or pitch."

Incorporating a range of dynamic materials into the fundamental design elements of the Alpha­ BOUNCE Beyond has allowed #adidas to assist sportsmen and ­women in their journey to
use #running in their training to help them become the best at their game, whatever the #sport. The use of Aramis technology, which measures the mechanics of the foot during movement, in­ formed the creation of a one­layer, seamless forged mesh upper. This unique upper works as one with the foot thanks to the built­in stretch areas that support the linear and lateral move­ ments required in multidirectional agility training. The shoe combines a dynamic BOUNCE mid­ sole, a responsive foam engineered to integrate an elastic feel to each step, with a Continen­ tal outsole, which provides superior grip for athletes training on any surface, from the polished wood of a basketball court to the freshly cut grass of a football field.

'RUN THE GAME' will see content rolled out across Social, Digital and Retail channels inclu­ ding a RUN THE GAME film, featuring world­famous athletes, and personalised artworks that highlight the importance of #running for every sportsperson's game. The next chapter of RUN THE GAME will be revealed later in spring 2018.

The #alphabouncebeyond has a MRRP of € 120 and will be available online from January 17th and in­store worldwide from January 24th. To find out more, please
visit: #adidas.com/alphabounce

Follow the conversation at @adidasrunning on Instagram, Facebook and Twitter and using #AlphaBOUNCE