adidas lance l’adipure Trainer

adidas, 2ème marque d’articles de sport dans le monde et géant du marketing sportif, vient de lancer l’Adipure Trainer, sa première chaussure « barefoot » (pieds nus) ce mardi.

La chaussure a pour objectif d’imiter les sensations de la pratique sportive pieds nus tout en y apportant la protection et le dynamisme d’une chaussure. A mi-chemin entre le gant pour pied et la chaussure, l’Adipure Trainer sera vendu aux Etats-Unis à partir du mois de Novembre pour la somme de $99 dans les FootLocker mais aussi sur la boutique en ligne d’adidas, shopadidas.com.

Plus qu’une innovation, cette chaussure démontre l’envie d’adidas de toucher les consommateurs, fans de salles de sport et joggers qui ne jurent que par les chaussures légères et avec le moins de matériau possible, et de pénétrer le marché américain en pleine croissance, dominé par son rival de toujours, Nike. En effet, même si ce marché est l’un des plus petits du marché de la chaussure de sport, c’est l’un des secteurs les plus en verve avec un chiffre d’affaires qui a plus que doublé l’année dernière atteignant maintenant les 750 millions de dollars. De son côté, Nike détient 65% (!!!) du marché et espère plus avec sa gamme « Free ». Les autres marques de ce marché de la « chaussure minimaliste » sont Vibram, Merrell, Fila, Saucony, Asics et New Balance.

Bien évidemment, adidas s’est empressé de faire tester ce nouveau produit à ces ambassadeurs sous contrat et Heather O’Reilly, membre de l’équipe féminine de football et Jerrel Jernigan, wide receiver des New York Giants ont tous les deux vantés les sensations , la liberté de mouvement et donc l’aide que peut offrir l’adipure Trainer durant les entrainements et les exercices de renforcement musculaires des membres inférieurs.

Voici ce qu’en dit Mark Verstegen, le patron d’Athletes Performance, l’institut de recherche & développement sur la performance des athlètes :

[youtube]http://www.youtube.com/watch?v=nIGCGJzFHR0[/youtube]

L’adipure Trainer sera disponible en 4 coloris pour les hommes et 2 coloris pour les femmes. En voici un aperçu :

 

 

 

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