Adidas 1997 Annual Report Download - page 24

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22
Feet You Wear:
helping nature
take its course
The foot works, we copied it.
It's that simple but surprising-
ly revolutionary idea that has
boosted adidas' success in
performance footwear. The
concept is about shoes that
reproduce the characteristics
of the foot to provide new
levels of support and protec-
tion, helping athletes perform
better.
The success of Feet You Wear
shows how adidas has been
able to combine creatively-
applied technology and inno-
vative marketing to sprint
ahead. In a tradition started by
Adi Dassler, these shoes pro-
vide athletes with improved
agility, stability, responsive-
ness and safety, all enhancing
their individual performance.
Another step toward
natural perfection
True to the tradition of 'listen,
test, modify', Feet You Wear
shoes have been developed
further with design enhance-
ments to produce an ever
more faithful reproduction of
the foot's natural control
mechanisms.
●The exclusive Feet You
Wear last, designed to reflect
the shape of both the sole and
the top of the foot for more
stability and better fit.
●A unique foot-like upper
construction which fits like a
second skin for better fit and
agility.
●A unique, low-profile, con-
toured outsole/midsole com-
bination which reduces the
lever arm present in traditional
shoes.
●The Dynamic Stability Tri-
angle enables the foot to use
its own geometry in prevent-
ing lateral rollover and allows
quicker response during
sport-specific moments.
●Torsionability and flexibility
provide midfoot support while
still allowing the forefoot and
the heel to move indepen-
dently.
●The Heel Cross provides
flexible support of the upper
heel, while tension straps pro-
mote a dynamic, snug fit.
This unique combination of
breakthrough design features
is complemented by the use
of innovative, proprietary
materials, such as adiPRENE
TM
.
1998 will see the launch of
a new Feet You Wear shoe
tailored to the needs of the
foot in soccer. Because adidas
is seen as the traditional
authority in soccer equipment,
this new shoe is expected to
be a flagship for the concept
and for the brand, bringing
credibility to both.
Kobe Bryant, in two short years, has gone
from high school to the NBA All Star Team
KOBE’S EQUIPMENT
KB8 FEET YOU WEAR
BASKETBALL SHOE