In keeping with its ethos of continually developing and expanding the boundaries of sports performance technology, Adidas unveiled the world's first intelligent running shoe, Adidas_1, in India on Wednesday.
"Adidas_1 is the proof of our brand attitude, 'nothing is impossible', " said Andreas Gellner, Managing Director, Adidas India. "This product will change the entire sporting goods industry. Adidas_1 highlights Adidas' brand values of constantly redefining the impossible," he added.
Equipped with breakthrough technology, the new shoe is priced Rs 12,499 and will be available at select Adidas stores in Delhi, Mumbai, Gurgaon and Bangalore from Saturday (April 30).
However, the company refused to disclose the sales target figures. Gellner said, "Our endeavour is to show customers what Adidas can deliver in terms of cutting edge technology."
The company has put in place an integrated communication approach using the tagline 'The World's First Intelligent Shoe' to support the launch of Adidas_1. The campaign will include television commercial and outdoors in addition to internet and retail marketing.