{"id":65859,"date":"2023-09-27T02:00:36","date_gmt":"2023-09-27T06:00:36","guid":{"rendered":"https:\/\/ifintechworld.com\/uncategorized\/adidas-tests-upper-limit-of-running-market-with-500-shoe\/"},"modified":"2023-09-27T02:00:39","modified_gmt":"2023-09-27T06:00:39","slug":"adidas-tests-upper-limit-of-running-market-with-500-shoe","status":"publish","type":"post","link":"https:\/\/ifintechworld.com\/?p=65859","title":{"rendered":"Adidas tests upper limit of running market with $500 shoe"},"content":{"rendered":"
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\u00a9 Reuters. FILE PHOTO: Athletics – Berlin Marathon – Berlin, Germany – September 24, 2023 Ethiopia’s Tigist Assefa celebrates after winning the women’s Berlin Marathon REUTERS\/Lisi Niesner\/File Photo<\/span>
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By Helen Reid<\/p>\n

LONDON (Reuters) – Adidas (OTC:)’ newest running shoes, worn by Ethiopia’s Tigist Assefa on Sunday to set a new women’s marathon world record in Berlin, went on sale on Tuesday with an eye-watering price tag that will test the enthusiasm of amateur runners.<\/p>\n

Adidas, its bigger rival Nike <\/span><\/span> (NYSE:) and other sports brands, have been locked in a “supershoe” war for years, since the first running shoes containing a thick, shock-absorbing foam and carbon fibre plate helping athletes run more efficiently, were released.<\/p>\n

At $500 a pair, the Adizero Adios Pro Evo 1 cost $225 more than Nike’s equivalent Alphafly 2, raising the question of how many amateur runners will swallow the extra cost. <\/p>\n

“The price tag is just insane,” said Harry Swinhoe, founder of Grove Lane Runners, an amateur running club in southeast London. “People will flock to it, but I wonder whether the average runner will really feel the benefit of the ultra-supershoe, versus the supershoe, or the normal shoe.”<\/p>\n

Weighing just 138 grams (5 ounces), the shoes are very light, but not durable. They’re designed to be worn for a single marathon-distance race (42 kilometres, or 26 miles) and pre-race warmup, making the cost per mile at around $19 if, as Adidas says, runners must buy a new pair for each marathon.<\/p>\n

“This is a shoe optimized for speed, versus durability,” Adidas said. The retailer released just 521 pairs of the shoes on Tuesday, with a second drop planned for November.<\/p>\n

Adidas is marketing them as world record breakers, with CEO Bjorn Gulden on Tuesday posting on his Instagram a photo of him and Assefa holding the shoe, with the caption: “Tigist Assefa… we are so proud of you!” <\/p>\n

Assefa broke the world record by more than 2 minutes to finish in 2 hours, 11 minutes and 53 seconds. <\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a9 Reuters. FILE PHOTO: Athletics – Berlin Marathon – Berlin, Germany – September 24, 2023 Ethiopia’s Tigist Assefa celebrates after winning the women’s Berlin Marathon REUTERS\/Lisi Niesner\/File Photo By Helen Reid LONDON (Reuters) – Adidas (OTC:)’ newest running shoes, worn by Ethiopia’s Tigist Assefa on Sunday to set a new women’s marathon world record in […]<\/p>\n","protected":false},"author":1,"featured_media":2828,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[1],"tags":[83],"class_list":["post-65859","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-uncategorized","tag-featured","post_format-post-format-video"],"yoast_head":"\nAdidas tests upper limit of running market with $500 shoe | iFintechWorld<\/title>\n<meta name=\"description\" content=\"\u00a9 Reuters. 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