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• #UltraBOOST and #UltraBOOST X provide athletes with the confidence and creative drive to
be their best self, through endless energy return
• #adidas #running enlists professionals Dominique ScottEfurd, Nethaneel MitchellBlake and
UK ambassador Adrienne to front the SS18 campaign
• Driven by innovation and aesthetic, the silhouettes feature an updated PrimeKnit construction for enhanced comfort and support and an industrydefining BOOSTTM midsole
Herzogenaurach, February 13th, 2018 – #adidas #running releases new pinnacle performance innovations, the updated #UltraBOOST and #UltraBOOST X,designed to push the boundaries of #running technology and provide the ultimate #running experience. Fusing the past and future, as well as adidas' most advanced technologies, the new silhouettes are engineered for unparalleled movement, precision and fit.
To support the new footwear, #adidas #running presents Energy From The Ground Up – a cam paign designed to celebrate the raw, unfiltered emotions and energy of a runner's journey, befo re, during and after they run. Featuring global sports talent including South African longdistance runner Dominique ScottEfurd, sprinter Nethaneel MitchellBlake and ambassador Adrienne, both from the UK, the campaign aims to inspire runners with the confidence and inspiration to run to rise.
For SS18, the design approach has informed new features which are inspired by the best in pre vious #UltraBOOST models. In the #UltraBOOST, the ventilation holes of the original #UltraBOOST return to the upper across the foot's key sweat zones – the cage and forefoot. Combining this with a newly developed PrimeKnit composition, designed for reduced stretch to provide runners with a prime fit and additional support, the brandnew #UltraBOOST is a truly unique proposition. The silhouette also features a hightech Fit Counter integrated within the heel to enable free movement of the Achilles tendon whilst complementing the builtin BOOSTTM midsole, providing the wearer with adaptability, cushioning and energy return.
The #UltraBOOST X takes learnings from the #UltraBOOST Uncaged and the adizero Sub2 run ning silhouette, in which the cage and support features moved to the inside to give the silhouette a sleeker aesthetic for women. Fusing this aesthetic with modern, femalespecific design featu res, including the Adaptive Arch, which permits the PrimeKnit Upper to mould to any foot whilst moving in sync with the wearer's #running style, the #UltraBOOST X guarantees style and func tion.The integration of a purposely sculpted BOOSTTM midsole complements the Adaptive Archdesign, allowing the elements to work together to provide enhanced support and cushio ning. A 3D Sculpted Heel Counter is also designed to allow the Achilles tendon to flow vertically whist keeping horizontal movements on lockdown.
Stephan Schneider, #adidas #running Senior Product Manager, said, "As an open source brand, we are able to listen to the consumer, take on board what they like and dislike about each Ultra model,and use this insight to constantly evolve and change our products to meet their needs. This approach led us to create the brandnew construction of the PrimeKnit Upper, which fuses our consumers' favourite features of the old – the ventilation holes of the #UltraBOOST OG – and new –the knitted upper of the #UltraBOOST, creating something totally new and unique for our global #running community."
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