Adidas has unveiled its first five-toed shoe that delivers a barefoot feel while providing protection, traction and durability as a regular shoe. The most famous manufacturer of this kind of footwear - Vibram with its FiveFingers footwear - has about 10% of the American market. Brands such as Merrell, Fila, Saucony, Asics and New Balance also have five-fingered offerings, which are also popular with American consumers. Adidas, which is behind Nike in the US, with a whopping 65% of the athletic shoe market, hopes to beat its main competitor with its new product. The world-leading German manufacturer believes the Adipure Trainer is 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 grown especially after the publication in 2009 of Christopher McDougall's book "Born to Run", which describes the history and benefits of this type of shoe. While she has some critics who claim that the use of these shoes leads to injuries, adidas believes 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.