Adidas

After three years of highly confidential in-house development, Adidas has
unveiled the most advanced shoe ever. Called "1", the shoe provides
intelligent cushioning by automatically and continuously adjusting itself. It
does so by sensing the cushioning level, using a sensor and a magnet. It then
understands whether the cushioning level is too soft or too firm via a small
computer. It adapts with a motor-driven cable system to provide the correct
cushioning throughout the run.

"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," says Erich Stamminger, Executive Board Member responsible for
Global Marketing and North America, Adidas.

Three years in development, the shoe was a secret project, known by only a
few people even within adidas-Salomon. It was completely developed by the Adidas
Innovation team in Portland and Herzogenaurach. An exclusive distribution of
shoes will be in select retailers and Adidas Sport Performance stores in
December 2004. It will retail for $300 and 250 Euros.

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