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New Delhi, March 2006: adidas India Marketing Pvt. Ltd., the leading
sports performance brand in the world, has launched the a3®
Gigaride, a shoe that screams performance and has the technology
to back it up. Developed after five years of research and testing,
a3® Gigaride has impeccable style and cushioning and is priced
at Rs 8399/-. It is available at select adidas stores across India.
 The
a3® Energy Management System, a comprehensive midsole cushioning
and control system, has been designed to absorb even the fiercest
impact. Every time your foot hits the ground, the a3® Gigaride's
a3® cushioning elements store energy like a power cell ultimately
creating a chain reaction that cuts response time and powers the
foot forward enhancing speed, bounce and durability. This superior
cushioning thus ensures that the shoe meets the specific needs of
athletes in different sports.
"The heel to toe cushioning gives an unstoppably smooth ride
and the softest landing in its class. Says Mr. Andreas Gellner,
MD, adidas India "Concrete, grass, tarmac and potholes, whatever
the surface, the Gigaride gives an unstoppable stability. The seamfree
technology eliminates the synthetic overlays making the shoe more
comfortable and flexible without sacrificing the upper support.
The a3® Gigaride, unlike other one-dimensional shoe technologies,
allows each piece to be tuned to a particular need. It offers three
important benefits: cushioning, guidance and drives for optimal
performance.
Cushioning element - For shock absorption and reduction of pronation
velocity.
This element makes initial contact during heel strike. This softer
element optimises shock absorption and reduces the speed of pronation
offering the runner a smoother landing.
Guidance elements - For motion control during the footstrike.
Medially and laterally positioned guidance elements offer motion
control while the foot is still in the pronation phase. These two
elements guide the foot to a neutral position.
Stability element- For medial support and reduction of over-pronation.
As the foot rolls inward, the medially positioned stability element
helps to eliminate excessive pronation.
Highlights of the shoe
· a3® provides smooth, resilient cushioning
· Synthetic upper
· Molded EVA sockliner for comfort
· Structured midsole for optimal stability
· adiWEAR® outsole offers the ultimate in high-wear durability
· Imported
adidas has been innovating in sport for over 50 years now. By challenging
conventions and working closely with athletes, adidas delivers sporting
solutions that satisfy your needs and improves performance.
adidas India has also put in place an integrated communication
approach to support the launch of a3 Gigaride. The campaign will
include 4 X 15 sec television commercials, which will be played
extensively on ESPN STAR Sports and VH1 in addition to retail marketing.
adidas has also launched a dedicated microsite on a3 gigaride www.adidas.com/whatsnext.
adidas India Marketing Pvt. Ltd. is the Indian subsidiary of adidas
Salomon AG . adidas Salomon AG is an international sports company
with net sales of EURO 6.5 Billion in 2004. adidas products are
marketed in more than 160 countries. In India, adidas products are
available in all key cities.
Vidur Naik
adidas India Marketing Pvt Ltd
011-42691066
vidur.naik@adidas.co.in
Tina Mahajan
genesis public relations
0124- 404 4999 ext. 60
tmahajan@genesispr.com
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