Adidas develops new Hyperide shoe for free-runners

by Staff, Marketing 19-Jan-05, 08:10

LONDON - Adidas has created a shoe that aims to tap into the free-running craze across Europe.

The shoe, dubbed Hyperide, will be launched across Europe. It will be sold exclusively in Footlocker stores in the UK.

Distribution will begin later this year in the Adidas Performance Store before a broader roll-out.

Hyperide has been designed as an extension of Adidas' a3 technology, which is intended to offer improved stability and control.

The shoes will be given to well-known free-runners, who use urban spaces as an obstacle course, to promote the brand.

Adidas is also planning in-store activity and is considering a print advertising campaign.

Free-running was started in France, where it is known as Parkour, 10 years ago, and recently featured on Channel 4 programme 'Jump Britain'.

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Free-running: Adidas tapping into craze