Sponsored by Lane Powell

The game changers

| Print |  Email
Articles - April 2013
Monday, April 01, 2013

Mikal Peveto

Director of Running, Adidas America

0413 GameChangers 04
// Photo by Joseph Eastburn

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."



+1 #1 The Key QuestionGuest 2013-04-02 18:16:27
They should have asked Dr. Chestnutt if he would let his boys play football. In fact I think we should take a poll of neuroscientists and perhaps medical doctors with that simple question: Would you let your boys play football? I would not and have written as much in the past:

Quote | Report to administrator
+1 #2 writerGuest 2013-04-02 20:36:10
Thanks for the comment. While it didn't make it into the story, we did ask Dr. Chestnutt that question. He does have a son who plays football and who in fact has had — and recovered from — a concussion himself.
Quote | Report to administrator

More Articles

Counterpoint: CLT not as green as people think

Contributed Blogs
Wednesday, September 16, 2015
photo-flickr-glasseyes viewthymbBY GREGG LEWIS | OP-ED

The issue of green-washing remains a significant challenge to those of us who would like to see the building sector in this country do more than make unverifiable claims of sustainability. Transparency about the impacts of a given material is the only way to allow designers to make intelligent choices when selecting building products.


After the Orange Line

Linda Baker
Tuesday, September 08, 2015
090815-trimet-thumbBY LINDA BAKER

Alan Lehto, TriMet's director of policy & planning, shares a few thoughts on ride sharing and more nimble bus services.


Salad Days

October 2015
Monday, September 28, 2015

How Portland's Garden Bar plans to become the Starbucks of salad.


Reader Input: School Choice

September 2015
Thursday, August 20, 2015

Which of the following would be most effective in reducing the cost of operating a public university in Oregon?


Mayoral musings

Linda Baker
Tuesday, September 15, 2015
091515-mayors-thumbBY LINDA BAKER

The 2016 presidential election is shaping up to be the year of the outsider, with Bernie Sanders and Donald Trump capturing leads in the polls and the headlines. In Portland, Wheeler vs. Hales is bucking the outlier trend.


Aim High

September 2015
Thursday, August 20, 2015

We get the education we deserve.


Downtime with Patrick Criteser

October 2015
Monday, September 28, 2015

Live, Work Play with the President and CEO of Tillamook County Creamery Association.

Oregon Business magazinetitle-sponsored-links-02