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Adidas offers brainy new soccer shoes,[url=http://rogervivierheelssale.webstarts.com/][b]roger vivier heels sale online store[/b][/url]
After two years in development, the world's second-largest sporting-goods maker will release soccer shoes that allow the wearer to compare speed and movement with stars including Messi, the Barcelona forward twice named FIFA World Player of the Year. stores Dec. 1.
"We're able to show you what you did, give you the key metrics of your game and enable you to compare this to your previous performances, the performance of your friends, competitors or our global stars,[url=http://monclerjackenonlinech.albirank.net/][b]Moncler Günstig Moncler Jacken Günstig Moncler Weste Billig Österreich[/b][/url]," said , head of the go-to-market team in Adidas' interactive business unit.
The product, worn by Messi in Argentina's Sept. 6 exhibition game against Nigeria,[url=http://woolrichoutletde.albirank.net/][b]Woolrich Deutschland Outlet[/b][/url], was developed by Adidas to help fend off larger rival Nike and extend its leadership in soccer. Nike has sought to surpass Adidas as the sport's biggest brand by sponsoring teams including Barcelona and players such as Real Madrid's . Adidas controls about a third of a market it estimates is worth as much as $6.8 billion a year.
Good timing"Adidas has a heritage in football that Nike doesn't have, and its innovations should bring more growth,[url=http://parajumperssalenorge.albirank.net/][b]Parajumpers Jakke Salg[/b][/url]," said ,[url=http://duveticadoudoune.halod.com/][b]Femmes Doudoune Duvetica Pas Cher[/b][/url], an analyst at in Hamburg. "It's good timing for Adidas with the European championship coming up."
Nike shares have risen twice as much as Adidas' since Spain won the last European final in 2008,[url=http://duveticaouterwear.blogspot.com/][b]duvetica outerwear[/b][/url], gaining 53 percent to 24 percent for the German company. Nike didn't start ramping up its soccer business until the mid-1990s, while Adidas has been selling soccer shoes since the 1920s.
Record revenueAdidas forecasts revenue from soccer next year will exceed 2010's record $2.04 billion,[url=http://duveticaukoutlet.halod.com/][b]http://duveticaukoutlet.halod.com/[/b][/url], boosted by the European finals, starting in Poland and Ukraine in June. Mark Josefson, an analyst at GmbH,[url=http://rogervivierheelssale.webstarts.com/][b]roger vivier heels store[/b][/url], estimates sales may rise as much as 15 percent to $2.18 billion in the category, which accounts for more than 17 percent of group revenue.
"We definitely believe we will extend our lead in 2012," Chief Executive Officer said of Adidas' soccer market share on a conference call Thursday.
Adidas' new shoe is a version of the f50 adizero, which was introduced in 2010 and is the lightest product on the market at 5.8 ounces. It carries about a quarter-ounce chip inserted beneath the sole that transmits data on maximum speed, distance covered or number of sprints to a computer or mobile device.
"We wanted to get to a point where your boot is talking to your computer or smart phone,[url=http://woolrichoutletdeutschland.halod.com/][b]Woolrich Damen[/b][/url]," said Mitchell, a former Olympic medal-winning swimmer. "It needed to happen wirelessly."
The product uses an adapted version of Adidas' miCoach technology, which has been developed by the German company since 2006 for monitoring running performance. Measuring movement in soccer isn't as easy because players move in more than one direction, Mitchell said.
Speed cell chipThe chip, known as a speed cell,[url=http://woolrichoutletde.albirank.net/][b]Woolrich Arctic Parka[/b][/url], "is able to measure speed and distance in all 360-degree movements," he said. "It can measure the acceleration of your foot and can re-create the distance in every direction, not only going forwards."
After downloading the data, users can compare the results with their past performances or those of other players to help formulate a training program, Mitchell said.
A package that includes the shoes, a speed chip and related software will sell for $333. Conventional models of the f50 adizero cost $190 to $476 on Adidas' German website.
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