Sunday evenings are generally a time for relaxing, however, Adidas India thought it would be the perfect time to introduce the people of Delhi to its newest running shoe, the Alpha Bounce. Congregating under the Indian Flag at Connaught Place, New Delhi, were some 50-plus people from all walks of life. Some were professional runners, some journalists and a lot of running enthusiasts. Adidas India, in association with Little Black Book, had put together a treasure hunt, at the end of which was a pair of Alpha Bounce for every member of the winning team.
Speaking to indianexpress.com at the event was Sunil Gupta, BU Head, Adidas Running (India), who shared that the company chose to go with a treasure hunt instead of a traditional launch event because they wanted to engage with their community and put them through a series of activities that the AlphaBounce shoe was designed for. He shared that the Indian consumer was starting to realise that there is no “one-shoe-to-rule-them-all”, and that there has been a significant uptake in running. Upon asking if Adidas was designing anything keeping the Indian runner in mind, Gupta said that while they weren’t designing anything specifically for the country, the footwear brand has been very keen on releasing shoes that work for the Indian runner. He said that typically, a majority of the runners are running on hard surfaces such as roads or pavements, instead of soft surfaces like grass and hence, the Adidas line-up of running shoes in India is a little skewed towards those kinds of surfaces.
When asked how the company was looking to raise awareness around the science of running shoes, Gupta shared that Adidas India has a flourishing runners community that meets up every weekend for runs helmed by professionals. You’d find runners of all levels here and the professionals are very helpful in helping with choosing the right type of shoe. Additionally, every Adidas store has an expert who will help recommend the right shoe for you depending on the goal, body type, etc, however, he insisted that people consult a professional doctor to understand what kind of a shoe would be best to achieve the desired goal.
While we spent a good time understanding how Adidas nurtured its running community, swarms of people had descended upon Connaught Place to decipher the 12 clues that led them to a free pair of AlphaBounce, which – for those who can’t find it hidden somewhere thanks to the Delhi smog – is now available in stores, and retails for Rs 10,990.