BrandArena: adidas Showcases Future of Football at First 'adidas lab'

Tuesday, 28 May 2013

adidas Showcases Future of Football at First 'adidas lab'

adidas has launched the 'adidas lab', the first in a series of innovation events that will showcase adidas products of the past, present and future.

The 'adidas lab' will focus on four leading innovations, where fans will be able to take part and test their skills. Visitors will get to experience the miCoach Elite Team System and the adidas Smart Ball, as well as getting a first glimpse of the 630g kitand 99g boot.
Image source: the 630g kit,

As part of the 'adidas lab', fans will also have access to 'The Track', a ground-breaking real time data visualisation experience that tests footballing attributes on a 15m Astroturf track by measuring speed, work rate and skill across three running challenges. As consumers take part their movement and vital stats dramatically come to life on the screens as they run past.

Herbert Hainer, CEO of adidas Group commented: "The 'adidas lab' is a fantastic opportunity for us to show fans the innovation, imagination and technological expertise that adidas consistently delivers at the cutting edge of football. Our pursuit of innovation is also a key success factor for our Group. It ensures that we continue to strengthen our market position in the global sporting goods industry."

Footballing legend Zinedine Zidane said, "I have been working with adidas for 17 years and throughout my career I have always known they have been leading the way when it comes to innovation in football. The adidas lab shows how the brand is shaping the future of football and is a great chance for fans to see it with their own eyes."

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