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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