adizero Rush Debuts With Commercial Celebrating High School Sports
Katherinev123 — January 18, 2012 — Fashion
References: shopadidas & brandchannel
The new adizero Rush shoe is now available, and to kick off the launch of this ultra-light running shoe, adidas has created a 30-second commercial that celebrates high school athletics.
The adizero Rush, the brand claims, is "one of the lightest running shoes on the market that helps athletes of all levels turn up the speed." To demonstrate this, the brand's new video spot showcases different high school athletes, from basketball players to cheerleaders to band members, wearing the adizero Rush shoe and running to celebrate their team's victory. The ad ends with the tagline, "The faster you are, the further you'll take them."
As for the adizero Rush itself, the shoe weighs in at 7.5 ounces and among its features are 'SprintWeb,' which gives the runner lightweight support, and 'Lightstrike,' something that decreases the weight of the shoe's midsole by 15 percent.
As Mikal Peveto, the director of running for adidas America, states, "We design and engineer lightweight shoes to make athletes of all levels of sports faster so they can perform better on the track, the field and the court. We know seconds make the difference between first and second place or a personal best effort.”
The adizero Rush, the brand claims, is "one of the lightest running shoes on the market that helps athletes of all levels turn up the speed." To demonstrate this, the brand's new video spot showcases different high school athletes, from basketball players to cheerleaders to band members, wearing the adizero Rush shoe and running to celebrate their team's victory. The ad ends with the tagline, "The faster you are, the further you'll take them."
As for the adizero Rush itself, the shoe weighs in at 7.5 ounces and among its features are 'SprintWeb,' which gives the runner lightweight support, and 'Lightstrike,' something that decreases the weight of the shoe's midsole by 15 percent.
As Mikal Peveto, the director of running for adidas America, states, "We design and engineer lightweight shoes to make athletes of all levels of sports faster so they can perform better on the track, the field and the court. We know seconds make the difference between first and second place or a personal best effort.”
Trend Themes
1. Ultra-light Athletic Footwear - The trend towards ultra-lightweight shoes for athletes across all levels creates opportunities for companies to develop disruptively lightweight footwear.
2. Celebratory Sports Advertising - The trend of creating celebratory advertising that highlights the role of high school sports in American culture creates opportunities for brands to connect emotionally with consumers.
3. Nimble Footwear Material Innovation - The trend towards developing unique textile mixtures and new generation materials creates opportunities for footwear companies to develop nimble athletic shoes with innovative features.
Industry Implications
1. Athletic Footwear - The athletic footwear industry can take advantage of materials innovation to increase the speed, endurance, and agility of athletes at all levels.
2. Sports Advertising - The sports advertising industry can create campaigns that showcase the emotional impact and critical role that high school sports play in society.
3. Textile Manufacturing - The textile manufacturing industry can develop specialized materials that enable the design of innovative footwear that meets the specific needs of athletes.
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