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Adidas enters barefoot market
Sports brand launches debut barefoot shoe in US
Adidas has unveiled its debut barefoot training shoe, the Adipure Trainer.
The barefoot shoe is to launch in the US in November and is said to be part of an Adidas strategy to expand into the North American barefoot market, which is dominated by rival Nike.
In a report from the Associated Press, Patrik Nilsson, president of Adidas North America, is quoted as saying: "The Adipure Trainer is a unique piece of equipment for elite level athletes that we're bringing to our core consumer.”
The same report quotes Adidas chief executive officer Herbert Hainer as saying: “To be successful is damn hard work day in and day out. It's not just basketball or having Derek Rose or Tiger Woods, or whatever. It's a lot of different things all the time and connecting right with the consumer."
There is no word as yet whether the Adipure Trainer barefoot shoe will be available in the UK.
