adidas introduce the world's first intelligent shoe

Officially launched at the Grand Hyatt hotel, Dubai, the ADIDAS 1 has been in development with the adidas Innovation Team (a.i.t) since 2001. The ADIDAS 1 is a true industry first, technologically unique running shoe system that works like a human reflex action. It senses the cushioning level on every step, no matter what surface you are running on be it tarmac, grass or sand, understands whether the cushioning provided is too soft or too firm, then adapts itself to provide the right level of cushioning.

The shoe is the most advanced ever made. Its sensor, located just below the runners heel, works by measuring the distance to a small magnet at the bottom of the shoe, takes 1,000 readings a second, and is accurate to a tenth of a millimeter. It understands via a small microprocessor, located underneath the shoe arch, capable of making five million calculations per second, and adapts with a motor-driven cable system that spins at 6,000 rpm, faster than the blades of a helicopter.

"One thing all runners need is cushioning, and at the same time no two runners are the same. The ADIDAS 1's revolutionary technology ensures that no matter your weight, how heavy your foot strike, how fast you run or even the surface you are running on, the shoe gives the right amount of cushioning," said Walter Bruppacher, Marketing Manager, adidas Middle East.

Highlighting adidas' brand values, the ADIDAS 1 is coming to the Gulf region as an exclusive product, initially available in limited quantities for both men and women.

Supporting the launch of the ADIDAS 1 is adidas' latest and innovative campaign, 'Hello Tomorrow'. Following on and continuing the hugely successful 'Impossible Is Nothing' campaign, the now televised 'Hello Tomorrow' features an inspiring commercial to give the viewer a taste of the ADIDAS 1.

"ADIDAS 1 is the proof of our brand attitude, Impossible is Nothing," said Bruppacher. "Since this intelligent technology is a revolution to the footwear industry, adidas wanted to create a campaign that is equally unique and unexpected. Just like the ad illustrates, with the ADIDAS 1 you experience a new world."

"The challenge in creating 'Hello Tomorrow' was to showcase the ADIDAS 1 shoe while capturing the idea that every step taken would be different," added Bruppacher.

Additionally, adidas have launched a dedicated website, www.adidas-1.com, providing an abundance of information on the shoe's technology. Building on the theme of a new tomorrow, adidas have established an online competition for the campaign, "What does your tomorrow look like with your new ADIDAS 1's". The competition allows all website visitors the chance to win a pair of the exclusive ADIDAS 1 shoes by simply submitting a sentence of what their first day would be like in a pair of ADIDAS 1 shoes.

In the UAE, the shoe will initially be available at adidas' Deira city Centre, BurJuman and Al Ghurair stores in Dubai for AED1100. But be quick, as an exclusive product, the ADIDAS 1 is offered in limited stock.