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But Adidas also owes much of its recent success to a white foam sole

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adidas trainers mens uk Another significant term of the agreement pertains to Wall’s health. Under most footwear and apparel contracts, athletes face reductions and pro-rations when they are injured and unable to perform. But thanks to a bit of savvy by Wall’s representatives (or a curious concession by Adidas), Wall is subject to no reductions or pro-rations for the first two years. Not until 2019-2020, must he play a minimum of 60 games to avoid pro-ration. Wall’s new Adidas deal was announced on Jan. 7. On Jan.30, if you asked anyone what the hottest sneaker brand in the world was and they didn’t immediately say Nike, you’d have thought they were either insane or lying.

adidas trainers womens uk Nike's stiffest global competition, Adidas, wasn’t so much a distant second as an almost non-existent one. In the United States, Nike’s home base, the Swoosh was even more dominant. Its market share of athletic footwear was hovering around 60 percent, and it had just introduced the most groundbreaking sneaker technology of the millenium in Flyknit, the godfather of knit upper running shoes. On both mass market and limited-edition level, A little over five years later, though, Adidas is not just more competitive than it was a half-decade ago from a financial standpoint—with reported increases in revenue and market share.

adidas trainers mens sale But Adidas also owes much of its recent success to a white foam sole called Boost, which set a new standard in comfort and cool in the sneaker market. (So much so that we've started referring to Adidas's history in terms of B.B. [Before Boost] and A.B. [After Boost]). Five years after the first Adidas Energy Boost hit shelves, it’s worth breaking down how Boost, well, boosted Adidas to the top of the sneaker game. Here’s the first thing to know about Adidas’s premier running shoe technology: it’s not actually made by Adidas. What we know as Boost is actually made by a German chemical company called Badische.

adidas trainers womens sale The first time Adidas saw Boost, it was via a small, tennis-sized ball that was used as a demo to show just how bouncy the material is. “We could not believe how higher the ball bounced back compared to EVA foams which were the standard material at that time. We could not stop watching this video and imagined what we can do with that material: we could revolutionize the running industry with that material,” says Matthias Am, the Category Director of Global Running at Adidas. By 2012, the company was testing prototype shoes with Boost. What sparked the turnaround? A few things.