Shoes just got smarter with the unveiling of the “world’s first intelligent shoe,” the Adidas_1, a computerized running shoe. The shoe will be released Friday.
Anna Quarrell, head of Adidas America public relations, said the shoe molds to fit each athlete. With one flip of a switch, the shoe feels “right” throughout the run, Quarrell said.
“The shoe continuously adapts to the individual runner’s pace, running style, weight, terrain and fatigue levels,” Quarrell said.
Nicole Vollebregt, a public relations representative for Adidas America, said three scientists developed the shoe in a special office of the corporation’s Portland, Ore. headquarters. The shoe’s research was kept relatively secret between top Adidas officials and the select research team, Vollebregt said.
Quarrell said a sensor and magnet within the computer judge whether cushioning is too soft or too firm, which adjusts throughout the run.
“Adidas_1 shoes were designed for the everyday runner to provide them with something they have never had before — optimal cushioning level throughout the shoe,” Quarrell said.
Quarrell said the “brain” of the shoe is located under the arch and capable of making 5 million calculations per second and 1,000 readings per second from the sensors to the shoe’s “brain.”
Quarrell said Adidas, an 83-year-old German sporting goods corporation, is the pioneer in computer technology for assistance with athletes. Representatives from Nike and Mizuno said their corporations do not have any plans to build a similar computerized running shoe in the future.
“Adidas continues to the be the most innovative brand, once again changing the entire sporting goods industry through its creation of the world’s first intelligent shoe,” Quarrell said.
Quarrel said no sports stars will be used to market the new running shoes. Quarrel said Adidas launched advertising focusing only on the shoes.
“It is about the shoe,” Quarrell said. “The shoe is the hero of the ads.”
Preliminary commercials show a young man guided by the “smart shoes” through the darkness, Quarrell said.
The shoes will be offered in selected spots in the United States. The only store carrying the shoes in Louisiana so far this month is Finish Line Sports in the Acadiana Mall in Lafayette.
Derek Curry, a sales associate for Finish Line, said that the store is selling the shoes for $249.99. Curry said Adidas is sending representatives to the store Friday and Saturday to help promote the shoe by showing customers how they work and letting customers try the Adidas_1 shoes.
The “smart shoe” costs more than the other expensive running shoes because the computer equipment makes the shoe four to five times more expensive to make than the average shoe, Quarrell said.
Quarrell said Adidas is looking to employ this computer-oriented technology in some of its other shoes.
“Adidas is working on how it can apply intelligence to other products and sports but we can’t provide any further info at this stage,” Quarrell said.