Adidas — Feet You Wear Technology
Sneaker Shown: Adidas EQT Elevation
Quite logically, adidas figured that since your foot is not flat, the sole of your sneaker should correspondingly not be flat, either. Keeping this in mind throughout the design process, adidas began constructing shoes so that they consisted of the natural curves, dips and overall contours of a human foot. This "back to basics" approach allowed for increased stability, flexibility and torsionability, which was most notably worn by a young rook named Kobe Bryant.