Dubai shoppers encouraged to BOOST™ their run with adidas in Dubai

UAE residents have the chance to try out adidas' revolutionary BOOST™ running technology at the adidas BOOST™ Activation Zones during the month of September

Dubai, September 24 2013: adidas is inviting avid runners - and those new to the revolution alike - the chance to experience the technology which is changing the running world as we know it.  adidas' Energy Boost gives more energy back than any other shoe on the market and now, consumers can feel the difference for themselves at the adidas BOOST™ Activation Zone in Dubai Mall.  Running between September 25th – 30th, the activation zone will be featured at Dubai Mall in front of the Ice Rink and the adidas store. Consumers will be able to try a pair of Energy Boost trainers on the treadmill and put the BOOST™ technology to the test.

Launched in early in 2013, the Energy Boost running shoe has transformed the running world. It features adidas' ground-breaking cushioning technology, BOOST™, which provides the highest energy return in the industry thanks to thousands of small energy capsules which make up the footwear's distinctive midsole. With their unique cell structure, these capsules store and unleash energy more efficiently in every stride. As a result, BOOST™ at last combines the previously contradicting performance benefits of soft cushioning and responsiveness to give runners a running experience unlike any other - something shoppers can feel for themselves at the adidas BOOST™ Activation Zone. 

This season, BOOST™ is being rolled out to more adidas running products and colours. In addition to the Energy Boost model, which will come in four colourways for both men and women, BOOST™ cushioning is now also available in adistar, adizero, and Sonic running footwear. In fact, BOOST™ foam will replace the common EVA material in all adidas running performance shoes by 2015.

The shoe's upper features adidas Techfit technology with highly durable and elastic polyurethane, providing optimal comfort and support to the entire foot while in motion. A stretch, breathable mesh material offers the fit of a sock, while engineered powerbands across the upper provide targeted support and stabilise the foot where needed when moving.

The trainer was honoured with the Runner's World 2013 Best Debut award and, in its first appearance at a global marathon; BOOST™ took home the crown in Tokyo.

Visit www.adidas.com/Boost for more information.