Concept running shoe combines performance agility with the latest technology for the fw07 season

Dubai, United Arab Emirates, August 14, 2007 - adidas has today (August 15) released its newest running shoe, MicroBounce to the region. Available in styles for both men and women, the magnetic shoe combines performance agility with the latest technology to restore energy to any workout.

Falling under the adidas Sport Performance division, MicroBounce or 'Bounce' affords runners the privilege of working out harder with minimal effort. Most suited to the athlete looking for flat-out speed, Bounce strips away the excess weight to achieve a smooth and faster ride.

The shoe's 'cells' are single structure elastic elements that line the bottom of the sole. With impact, the cells' horizontal walls are extended outwards, which creates tension in the horizontal inner bar. As load is reduced, the vertical walls are pulled back to their original position by the tension in the horizontal bar. The cells essentially serve to reduce the weight of the shoe in the heel, without sacrificing smooth, energy-packed cushioning.

MicroBounce is an advanced version of adidas' former a3 model and boasts a design that provides more rebound and is significantly lighter than its predecessor.

adidas has created a fully integrated media campaign for Bounce, which portrays the story of a single cell who is desperate to join the rest of the squad of cells that are vying to be part of the sole of the shoe. He is rejected from the team simply because he isn't good enough, and instead is considered the team mascot and placed between the 'B' and 'U' that make up the Bounce logo.

The global campaign includes TV commercials, print, retail, online and digital advertising and has kicked off regionally in conjunction with the shoe's release.

MicroBounce comes in a variety of dual combination colours, including black and red, black and silver and white and silver. With a design that provides a transparent window to the inside of the shoe and a comfortable and lightweight upper which makes for a great fit, Bounce is ideal for both training and casual wear.

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For further news and information contact:
Ellen Peacock
Regional Communication Manager 
Tel: +971-4-227 3033
Fax: +971-4-222 6675                                                           
Email: ellen.peacock@adidas.ae       

Anoushka Misra
ASDA'A Public Relations
Tel: +971-4-3344550
Fax: +971-4-3344556 
Email: a.misra@asdaa.com

© Press Release 2007