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adidas launches '1' as most advanced shoe ever made

adidas launches '1' as most advanced shoe ever made

Author | exchange4media News Service | Saturday, May 08,2004 7:28 AM

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adidas launches '1' as most advanced shoe ever made

Sports shoe major adidas adds yet another feather to its cap, called '1' - claimed by an official release from the giant's Indian wing as the 'most advanced shoe ever manufactured'.

The release quoted Sriram Darbha, Brand Manager, adidas India Marketing, as saying: "We wanted to reinforce the fact that adidas, which is an epitome of innovation and style, is the No 1 sports brand in India." As the official claimed, the new artificially intelligent sports shoe was provided with a special cushioning that would continuously adjust itself with changing needs.

When exchange4media.com asked about the unusual naming of the product, Sriram said it was planned to reflect the group's numero uno status in the category. However, as the release mentioned, '1' would represent a human nerve cell. "The nerve is a magnetic sensing system, where the sensor sits just below the runner's heel and the magnet is placed at the bottom of the mid-sole. On each impact, this sensor measures the distance from top to bottom of the mid-sole, gauging the compression and therefore the amount of cushioning being used. About 1,000 readings per second are taken and are relayed to the shoe's artificial intelligence," explained the statement. The shoe has a motor-driven cable system circuiting the artificial intelligence.

Designing and manufacturing of the shoe were done under high secrecy. Other than a few directly associated with the operations, the project was kept hidden from everyone for three years - the time taken to create '1'. The group was planning exclusive distribution chain for marketing the shoe through select retailers and adidas Sport Performance Stores. For the brainchild, adidas has added a price tag of $250 and 250 Euros.

"This product will change the entire sporting goods industry. It establishes adidas as a clear leader in the field of innovation," the release quoted Erich Stamminger, Executive Board Member for Global Marketing and head of the North American operations.

adidas India Marketing is a joint venture company of adidas India - the Indian subsidiary of adidas Salomon AG and Magnum International Trading Co. adidas Salomon AG is an international sports company with net sales of Euro 6.5 billion recorded in 2002.

Tags: e4m

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