The sportswear giant is creating just 2000 pairs of the A3 trainer,
which it will target at dedicated runners. Adidas believes A3's
exclusivity will stimulate interest in the trainer, and will support the
launch with a major advertising campaign through 180 later in the
year.
A3 has been designed by Adidas' in-house innovations team, which works on engineering advances in sports footwear and apparel technology.
Retailing for about £100 a pair, the shoe contains what Adidas calls an 'energy management system' to improve the way the foot strikes the ground and make athletes' movements more efficient.
The launch of A3 follows Adidas' unveiling of ClimaCool, a new trainer which offers increased ventilation, last month. A supporting ad campaign, called 'Feel the Breeze', is currently on air featuring Adidas-backed stars, including David Beckham.
Adidas is the official sportswear partner of the FIFA World Cup, and is fighting off the marketing efforts of rivals Nike and Reebok.
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