MUMBAI: Adidas has introduced the world's first "intelligent" running shoe called - adidas_1 in India.
Priced at Rs 12,499, adidas_1 will come to India as an exclusive product and will be available at select Adidas stores in Mumbai, Delhi, Gurgaon and Bangalore.
"adidas_1 is the proof of our brand attitude, Impossible Is Nothing. This product will change the entire sporting goods industry. It is a true first and establishes Adidas as a clear leader in the field of innovation," said Adidas India MD Andreas Gellner.
The shoe works like a human reflex nerve. 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 midsole. On each impact, this sensor measures the distance from top to bottom of the midsole (accurate to 0.1 mm) gauging the compression and therefore the amount of cushioning being used. About 1,000 readings per second are taken and relayed to the shoe’s brain.
Underneath the arch is the shoe's brain, a microprocessor capable of making five million calculations per second. Software written specifically for the shoe compares the compression messages received from the sensor to a preset zone and understands if the shoe is too soft or too firm.
Once it has determined if the cushioning level is appropriate, it ends a command to the shoe's muscle to make a change.
A motor-driven cable system is the shoe's muscle. The motor, housed in the midfoot, receives the brain’s instructions and adapts by turning a screw, which lengthens or shortens a cable. This cable is secured to the walls of a plastic cushioning element. When the cable is shortened, the cushioning element is tensed and compresses very little. When the cable is longer, it allows the cushioning element to compress further, making the shoe’s ride softer. A small replaceable battery provides the motor's power. The changes are gradual and happen automatically, so all the runner notices is that the shoe feels right during an entire run.
"One thing all runners need is cushioning, and no two runners are the same. adidas_1's revolutionary technology ensures that no matter what your weight is, how heavy your foot strikes, how fast you run or even the surface you are running on, the shoe senses, adapts and provides the right amount of cushioning," added Gellner.
The company has also 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. Adidas has also launched a website, www.adidas-1.com, to provide information on the shoe’s technology.
