Today marked the official beginning of a new revolution in cushioning technology, as adidas held a large-scale press event in New York City to unveil the much-anticipated BOOST cushioning system in its latest running sneaker, the Energy BOOST.

Featuring a cushioning material that is made up of small TPU balls squeezed together to form an incredibly bouncy midsole, the BOOST system is designed to give off more energy return than standard foam midsoles.

"adidas helps make athletes better. With our new Boost foam, we are addressing a fundamental insight: everyone wants more energy. Whether you're running a marathon, training for an upcoming season or just trying to get back in shape, our revolutionary Boost cushioning foam provides the highest energy return in any running products," said Eric Liedtke, Head of Sport Performance, "Energy Boost will reset the running industry and pave the way for all future performance footwear."

The sleek design of the shoe is designed to literally boost your performance on the track or trail, even in the harshest of weather conditions. Unlike regular EVA foam, which loses energy return in cold temperatures, the BOOST foam is virtually temperature-resistant, being able to perform at optimal level whether the thermostat reads 40 degrees Celsius or -20. Moving away from the cushioning element, the sneaker features a seamless Techfit upper designed to be exceptionally comfortable and durable.

The adidas Energy BOOST will hit retailers beginning February 27, 2013. Available at adidas.

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