Adidas recently unveiled a new type of sneaker it claims will forever change how runners run. YNN's Adam Balkin filed the following report.
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NEW YORK CITY -- A giant NYC press conference for a running shoe? Well, Adidas thinks its new Boost technology is so revolutionary that it will change running forever.
Boost is the name given to the new material used for the cushioning. Typically, shoes have what's called EVA Foam. Adidas insists, though, that Boost offers a greater energy return than anything on the market while remaining comfortable. And by the way, Adidas also says the Boost sole will be just as bouncy on day one it is on day 501.
"It comes down to these individual energy capsules," said James Carnes of Adidas. "How it works is that these little capsules are molded together, and they retain their normal properties better than any material out there. So they're able to actually absorb energy and then unleash that energy at a consistent rate over and over."
Those who follow shoes and fitness say that Adidas' bold move to try to gain better traction in the running shoe market could work if consumers agree that the shoes perform and feel as advertised.
"I'm kind of a skeptical person, so I think at first it seems crazy that something you put on your shoes can actually make you have more energy and go faster like that," says Brittany Risher of Shape Magazine. "But from the presentation and the people that they had speak, it seems like it's a real deal."
If you are a runner or know a runner, chances are you're familiar with the barefoot movement, which actually involves less cushioning in your running shoes. While it may seem that Adidas is going in the opposite direction, designers say that is not necessarily the case.
"You get the sensation of adaptability, which is barefoot, and at the same time, you get a lightweight, and you can build these shoes lower to the ground," said Adrian Leek of Adidas. "So it's not contradicting what's going on in the marketplace today."
Runners will get their shot at feeling the Boost when it hits shelves on February 27 for $150.