Director of Running, Adidas America
// 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."