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Sports Equipment Technology

Adidas Releases Improved miCoach SPEED_CELL Technology

October 25, 2011


Adidas released its recent miCoach SPEED_CELL technology, a hi-tech shoe gadget to measure forward and lateral movement.

The SPEED_CELL technology captures information from motion in every direction. Previous versions of the miCoach technology, which have been available since 2009, measured forward-only motion.

It measures key performance metrics including speed, distance and time. The technology tracks average speed, maximum speed, number of sprints, distance at high intensity levels, and steps and stride during play. The memory can store up to seven hours and wirelessly transmit the data to a smartphone, tablet, PC or Mac.

“Understanding individual performance data is one of the best ways to improve your game,” said Mark Verstegen, founder and president of Athletes' Performance, said in a news release.

 “For the first time, amateur athletes can have access to the performance tracking and analysis technology available to professional athletes.”

The adizero F50, one of Adidas’ better-known soccer shoes, will be the first shoe compatible with the product. The SPEED_CELL is about the size of a tiny computer thumb drive and will be available Dec. 1 for $69.99.

The f50 includes other key Adidas technologies including Sprintweb, which provides stability during high speed movements, Sprintskin, a single layer synthetic for ball-feel and reduced weight, and Sprintframe, which uses geometrics and a new stud construction to offer the perfect balance between lightweight and stability.

In related news, Electronic Arts Inc. and Adidas Originals announced a gaming partnership promotion for Need for Speed The Run. Combining the cultural expertise of both brands, consumers will not only see the iconic Adidas Superstar shoes in Need for Speed The Run, but they’ll also be treated with exclusive and limited edition Need for Speed The Run Adidas branded apparel.

Rachel Ramsey is a TMCnet editorial assistant, contributing news items and feature articles on a variety of communications and technology topics. Rachel has previously worked in PR and communications at The Wriglesworth Consultancy, an award-winning London PR firm. She has also contributed to the creative services department at CBS 3 and The CW Philly in Philadelphia. To read more of Rachel's articles, please visit her columnist page.

Edited by Jennifer Russell