adidas launches Boost cushioning system in new running shoe...

NEW YORK--At a global launch event Wednesday that featured defending former world and Olympic champ Maurice Greene, two time Olympic 10000m champ Haile Gebreselassie of Ethiopia, and world 100 meter champion Yohan Blake of Jamaica (from left/photo courtesy adidas), adidas unveiled a new running shoe featuring Boost, a new cushioning technology that the company touts will render shoes that use ethyl vinyl acetate obsolete.

Ethyl vinyl acetate, or EVA foam, is the industry standard foam used to make midsoles of current running shoes.  According to adidas, the new Boost running shoe features a midsole comprised of thermoplastic polyurethane (TPU) developed in conjunction with BASF, the world's leading chemical company.

In the process that adidas developed with BASF, TPU  is literally blown up and turned into thousands of small energy capsules which make up the footwear's distinctive midsole. With their unique cell structure, these capsules store and unleash energy more efficiently in every stride.

adidas claims that not only does its Boost cushioning midsole return energy better than EVA, but that the Boost foam is three times more temperature resistant than standard EVA material.

"With our new Boost foam, we are addressing a fundamental insight: everyone wants more energy. Whether you're running a marathon, training for an upcoming season or just trying to get back in shape, our revolutionary Boost cushioning foam provides the highest energy return in any running products," says Eric Liedtke, adidas Head of Sport Performance, "Energy Boost will reset the running industry and pave the way for all future performance footwear."

In the years to come, the company plans to utilize the Boost cushioning technology across all of its performance products, including its basketball and soccer lines.

The new Energy Boost running shoe will be released worldwide on February 27th at a retail price of $150 at adidas Sport Performance stores, select retail outlets, or via adidas.com.

NOTE:  adidas media relations contributed to this report.  All photos courtesy adidas.