Adidas Derrick Rose: adiZero Crazy Light commercial
I’m really feeling the beat in D Rose’s commercial!
On April 14, 2011 (yeah I know I’m a bit late with this) Adidas declared the adiZero Crazy Light to be the lightest basketball shoe ever at 9.8 ounces for a size 10 foot, approximately two ounces lighter than the nearest competitor. The adiZero Crazy Light gives Adidas the lightest in three sports, including football (see my next post "Adidas' adiZero Technology - Part 3 about the adiZero 5 star cleat) and soccer.
It took over two years to design this show and the adidas Innovation Team started from scratch with just a bare foot. The upper is composed of a SPRINTWEB exoskeleton that is less than 1mm thick and is bonded to a nylon textile base. This design reduces the weight of the shoe, provides great comfort and the web layout provides plenty of support when cutting and changing directions rapidly. The SPRINTFRAME external heel counter and TORSION SYSTEM are bonded together. This again reduces the weight of the shoe, and also allows for maximum energy return and motion control to support the player when accelerating or changing directions.1
I am curious if adidas will try to implement its miCoach technology into later versions of their basketball shoes as ways to further track player movements and improve upon their designs. I imagine this may depend on how much of a benefit this would provide given the investment. This may depend ultimately on sales and gaining a larger share of the market.
Nonetheless, the introduction of this new basketball shoe shows Adidas’ commitment to developing the lightest athletic shoes in major sports and reinforces their idea that lighter means faster and faster means better performance. See the video below from Elysia Davis, a sports researcher for Adidas America
Adidas America
Posted on Thursday, April 14, 2011 1:25PM
Elysia Davis, sports researcher for Adidas The adiZero Rose 2
Adidas also launched the “adiZero Rose 2” basketball shoe on October 1, endorsed by Derrick Rose. “All Flights Cancelled” is stitched to the top of the tongue of this shoe which references how D Rose’s play on the court will alter this opponent’s chances of “taking off” or having any success (I like Derrick Rose, but not sure what I think about that).
The design and technology for this shoe is very similar to that of the Crazy Light with the SPRINTWEB upper and but adds a few extra bells and whistles to appeal to consumers who want to wear them off the court (e.g. a solid leather toe cap). As a result, this shoe weighs in at 12.4 ounces2, which is pretty light, but no where near the Crazy Light’s 9.8 ounces.
With these new shoes and their marketing efforts, it will be interesting to see if Adidas is able to gain a larger share of the basketball shoe market which has long been dominated by Nike and the Jordan Brand.
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