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Adidas ClimaCool Seduction Shoe Ad

Adidas has come out with a new star-studded ad campaign for the ClimaCool Seduction running shoe. In an article posted on Sports One Source, an Adidas executive points out the emphasis on breathability and ventilation to keep runners cool and comfortable during the hot summer months. The shoe will hit retailers in April, but is currently available online in 10 different color choices at a $100 price point. Adidas may be seeking to compete with the Nike Fly Knit shoe with innovative sock-like knitted upper to decrease weight and increase comfort, however it will be priced at $150. As mentioned in Business Week's Nike Fly Knit article, lightweight shoes have seen a tremendous upswing, accounting for all of the U.S. running shoe growth last year and comprised 30% of the $6.5 billion market.

On the Adidas advertisement itself, it seems more of a brand ad than a shoe ad, playing on the different situations and reasons why people run. There are plenty of shoe shots, but there are as many, if not more of Adidas apparel, and there is no specific call out to the ClimaCool Seduction. Also of note is the quick shot alluding to the Olympics, without using specific names or marks. Check it out here:

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