adidas_1, intelligence 1.1 now available in the UAE

Launched globally at the end of November, an upgraded version of the shoe is now available in the UAE, called adidas_1, intelligence 1.1.

The revolutionary technology of the adidas_1 adapted itself in real time to find the right cushioning level, whatever the runner's weight, surface or pace. The higher intelligence level 1.1 makes the shoe better, stronger and faster.

It's better because there is an increased range of cushioning, meaning the shoe can become even softer or firmer. It's stronger because there is a new motor with 153 percent more torque. And it's faster because the shoe has been reprogrammed based on extensive research, to find the right level of cushioning even more quickly.

With the introduction of the new adidas_1, adidas is furthering its lead in the field of intelligent sporting goods. The adidas intelligence team (a.i.t) has already doubled in size and is using cutting edge equipment to develop technologies that will reinvent the industry.

"Advances in electronics come very quickly," said adidas innovation team Leader Christian DiBenedetto. "By using electronics in sporting goods, we are able to improve products capabilities quickly and keep moving forward. There is a lot of untapped potential in this field."

Commenting on the introduction of the new adidas_1 to the Middle East, Walter Bruppacher, Head of Marketing, adidas Emerging Markets, said, "When we introduced the adidas_1 back in April it was a great success with stocks flying out the stores. We can expect the same result with the new intelligence level 1.1, especially as we introduce the range for women."

The new adidas_1, intelligence level 1.1 will be available in a range of colours, and will be available at adidas' Mall Of The Emirates, Deira City Centre, BurJuman and Al Ghurair stores in Dubai.