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|Articles - April 2013|
|Monday, April 01, 2013|
Page 3 of 9
Director of Running, Adidas America
In these parts, Adidas might seem like one of the two biggest names in running. But in reality — and in the rest of the U.S. — Adidas comes in a bit lower on the list at No. 6.
Mikal Peveto, director of running at Adidas America, says that’s partly due to something that’s been missing from Adidas: technology.
“We need something beyond name recognition to stand out,” he says, “and technology is what leads the way in running.”
After several years of research and development led in part by the Adidas Innovation Team in Portland, the company has launched the technology that could help move it up in the pack.
Known as Boost, the new material is a unique foam that reportedly provides unparalleled energy return and cushioning compared to standard EVA midsole materials. Boost is also designed to maintain its integrity much longer than traditional materials.
Adidas launched the first of the new line in February; a stability shoe and a lightweight racing version will be released later this year. Boost will become a mainstay in all Adidas running shoes going forward.
“With Boost, we have a real opportunity,” Peveto says. “If and when we do take that rightful position in the marketplace, it has the potential to change where we sit globally.”
"The more hardcore runner you are, the more serious, the more skeptical you are of whatever is supposed to be the latest and greatest. So when [hardcore runners] tell me it's their shoe of choice, that means a lot."
Thursday, July 24, 2014
BY LINDA BAKER | OB EDITOR
Remember the naysayers? Those who called the South Waterfront aerial tram a boondoggle? Those who rejoiced at the massive sell off of luxury condos at the John Ross and Atwater Place?
Monday, July 14, 2014
BY VIVIAN MCINERNY | OB BLOGGER
Some people think Amazon’s winking eye logo is starting to look like a hoodwink.
Friday, July 18, 2014
BY JASON NORRIS | OB GUEST CONTRIBUTOR
Back in May, we shared a common Wall Street quote about investing, “Sell in May and go away.” Fast forward to July and the most common question we have been getting from clients is, “When is the market pullback going to occur?”
Monday, June 16, 2014
The Oregon economy could get a boost from a new trade agreement being negotiated between the U.S. and the European Union.
Thursday, May 29, 2014
BY LEE VAN DER VOO
A forest collaboration saves the Rough & Ready Lumber Company.
Thursday, June 05, 2014
BY HANNAH WALLACE | OB BLOGGER
What does it take to launch and run one of these mobile food businesses?
Wednesday, May 28, 2014
More than 350 people turned out today for Oregon Business magazine’s sixth annual celebration of the 100 Best Green Companies to Work For in Oregon.
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