Adidas begins global campaign for intelligent shoe
By Adnews Staff
Athletic shoe maker Adidas has begun a global ad campaign for its new shoe, the "adidas_1." The product went on sale in Canada on March 31. Described by the company as the world's first intelligent shoe, the product contains sensors and electronics that allow it to adjust itself to changing terrain automatically. On hard surfaces the shoe will provide more cushioning, while on soft surfaces the shoe will provide firmer support. The campaign is centered on a new television ad called "Hello Tomorrow" which was directed by Spike Jonze. Advertising for Adidas is handled by TBWA.
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