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Adidas for the little ones
15.08.2012 3162

Adidas for the little ones

Adidas decided to get serious about developing footwear for babies and launched a program called Little Performers ("Little Champions").

To participate in the initiative, Adidas has invited a renowned international expert in children's shoes - the medical director of the Center for Foot and Ankle Surgery at the Schön Klinik München-Harlaching and the FIFA Medical Center, Professor Markus Walther.

The company’s studies showed that babies up to 4 years old usually take up to 10 thousand steps daily and that more than 70% of their leg problems occur as a result of wearing the wrong shoes. The children's foot is different from the adult, and therefore babies need special shoes for normal development. Adidas decided to become the first brand to deal with this problem globally.

Using its extensive experience and knowledge of the best experts, the company identified five key criteria that shoes for babies should meet: a soft front that gives the feeling of walking barefoot; The correct size provided by the adidas adiFit verification system; low heel, allowing the Achilles tendon to develop correctly; the presence of the right arch support; and, finally, the use of materials providing the child’s foot with appropriate climatic conditions.

“Children are future athletes and we take great care to give their feet the best possible conditions early in life,” says Katrin Bressel, senior manager of kids shoes at Adidas. “This is why we have teamed up with biomechanics and medical specialists to ensure the healthy and natural development of children's feet in our children's shoes.”

Adidas recently introduced the DryDye eco-technology, which uses compressed carbon dioxide instead of water to dye fabrics. About this writes popsop.ru.

Adidas decided to get serious about developing footwear for babies and launched a program called Little Performers ("Little Champions"). To participate in the initiative, Adidas invited ...
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