Adidas introduced its first five-fingered sneakers that create the feeling of walking barefoot, but at the same time provide protection, good grip and are distinguished by the durability of ordinary shoes. The most famous manufacturer of this kind of shoes - Vibram company with its FiveFingers shoes - occupies about 10% of the US market. Five-fingered offers are also offered by brands such as Merrell, Fila, Saucony, Asics and New Balance, which are also popular with American consumers. Adidas, inferior to Nike in the US, which owns as much as 65% of the sports shoe market, hopes to beat its main competitor with its new product. The world-leading German manufacturer is confident that the five-fingered Adipure Trainer sneakers are the best way to attract consumer attention and boost sales.
The Associated Press reports that new adidas shoes will appear in US stores in November for $ 90. Although five-fingered sneakers so far account for only a small fraction of sports shoe sales, reaching $ 22 billion in the US, this is one of the fastest growing product categories.
The popularity of five-fingered sneakers among Americans has especially increased after the publication of Christopher McDougall's book Born to Run in 2009, which describes the history and advantages of this type of shoe. Although she has critics claiming that the use of such sneakers leads to injuries, adidas are confident that the Adipure Trainer has every chance of becoming a new bestseller.
“Adipure Trainer is a unique sports shoe for the best athletes that we offer to all our consumers,” said Patrik Nilsson, President of adidas in North America. The site popsop reports.