Last February 2013, Adidas launched globally the Energy Boost running shoe which
is armed with the Boost revolutionary cushioning technology that enhances
performance by helping one run longer without losing steam with the highest
energy return among the 800 other
running shoes tested for the Runner’s World
Spring Shoe Guide.
Even the
highly-regarded Huffington Post of UK gave it a thumbs up with the words - "In our tests they are extremely lightweight
and comfortable, and have a raw, 'concept' appearance which is refreshingly
understated compared to many running shoes." I too was impressed which I wrote about it (http://www.bicolanopenguin.blogspot.com/2013/03/adidas-energy-boost-i-feel-need-to-run.html).
Now, BOOST is being rolled out to more
adidas running products and colors. In addition to the Energy Boost Franchise,
which will come in four colorways for both men and women, BOOST cushioning is
now available in Adistar and Adizero running footwear. Adidas in a press release has informed the
global public that BOOST foam will replace common EVA material in all adidas
running performance shoes by 2015.
Here in the Philippines, the new
colorful Energy Boost collection are available at Adidas Sports Performance
Store and selected retailers as of July 7, 2013 at Php 7,995. For more information visit www.facebook.com/adidas.
The price range of the Adidas Energy
Boost brings it into Newton
territory. This is premium
pricing and a visit to a business management website (http://smallbusiness.chron.com/premium-pricing-strategy-1107.html) tell
us that "unique" products usually have the best chance of commanding premium
prices. What makes it unique? What sets it apart from the competition?
Answering these questions, we turn to the mastermind and I have to thank the sole collector (http://solecollector.com/news/5-things-to-know-about-the-adidas-energy-boost/#ixzz2YkKhoPhR)). Here are just five things that set the Boost apart, as explained by adidas Head of Design for Sport Performance, James Carnes.
1.
How it's different:
Traditional
shoes using a foam-based cushioning utilize one large piece of foam. The Boost
platform has taken an entirely different approach - individual capsules.
"These
little capsules are molded together, and they retain their normal properties
better than any material out there," explains Carnes. "They're able
to absorb energy, and then unleash that energy at a consistent rate, over and
over."
2.
Responsiveness:
EVA
might be the most well-known foam that's used in footwear, but it isn't the
most advanced. Companies have been improving on it for years, and adidas claims
that Boost is not only better than EVA, but even the best of the competition.
"We
checked all of the latest technologies and foam-based materials on the market
from every competitor right now, and it’s superior to all of them," says
Carnes.
3.
Color:
Hopefully
you like the Boost's white midsole, because that's going to be your only option
for the foreseeable future.
"The
foam itself is actually rare enough – there’s not enough of it on the planet –
and you can basically only get as much as we’re producing," reveals
Carnes. "And right now, white is the best color to produce it in. So, the
foam itself will be the same color indefinitely, but we really just wanted to
highlight the foam and the upper separately."
4.
Longevity:
There's
no reason to beat around the bush. Lunar foam didn't last too long. Sure, it
felt great at first, but it quickly broke down, and became exceptionally
unspectacular. Not so with Boost, claims adidas.
"It
never stops," says Carnes. "From the very first step, to a thousand steps
later, or the first kilometer you run, until 500 killometers later, you have
exactly the same properties coming out of those energy capsules, as from the
very beginning."
5.
Temperature:
If
you’ve spent any time running outdoors in the winter, you may have experienced
a firmer ride from your shoes than you were used to in warmer weather.
"If you’re
cold, you think, ‘I’m supposed to be cold.’ And if your shoes are hard, you’re
like, ‘Well, it’s cold out, so they should be hard.’ When you actually start
walking around in these things in the cold weather, and they feel soft still,
it’s this new experience, and you realize that you’ve been putting up with some
crap for a while."
The premium price signals to the consumers that the product
is of high quality. And the BOOST
technology indeed delivers high quality
performance. Witness this year’s Tokyo Marathon where the 1st (Dennis Kimetto at 2:06:50) and 2nd (Michael Kipiego at 2:06:58) placers in the
Men’s Category were wearing the Adidas Boost (adizero adios boost racing flats
to be exact).
Sounds like somebody running longer without losing steam.
But not all of us are Kenyans blessed (if I were, this blog would have been called Bicolano Kenyan) with a superb physique for running. Thus, the best advice I could share with local runners out there figuring out if they should have a pair of the Energy Boost (the BP does have a pair) is to follow the words of practical wisdom from RW running authority Amby Burfoot (http://www.runnersworld.com/running-shoes/brief-history-energy-return-running-shoes) :
When you try out the Adidas Energy Boost, don’t imagine that you’ll bounce effortlessly off the road or run as fast as Haile Gebrselassie. Instead, run in the store or on the nearby sidewalk and ask yourself: Does this shoe feel like a natural extension of my body? Does it feel like it was almost custom-designed for my feet? Does it give me a smooth, crisp "ride" when I run in it?
Those are the important questions--the ones I’ll be asking myself. I’ll also be paying attention to the cushioning and durability, which may be the shoe’s most salient innovations. If my wife sees the $150 (Php 7,995) charge to our credit card, I want to be able to tell her the shoes will last twice as long as my last pair.
"So, you see, honey, they really only cost $75 (Php 3,997.50)."
Amen to that.
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