Adidas Launches Energy Boost Running Shoe Technology In N.Y.

adidas today hosted the global launch of Energy Boost, its latest running shoe technology, at an elaborate press conference at the Javits Center in N.Y. Boost features new cushioning material created by adidas partner BASF, a chemical company. The new sneakers will be available worldwide through e-commerce, select retailers and adidas Sports Performance stores. adidas America President Patrick Nilsson said, “The key to our marketing plan is to make sure that people try this product on. We believe that once you try it on, it’s going to be sold. It’s a transformational product.” Nilsson declined to comment on the marketing budget for Energy Boost promotion in America. Nilsson: “It will be seen and it will be known by the right people.”