ADIDAS ADIZERO: The Pursuit of Fast

The pursuit of fast is something that connects all runners. It’s more than just speed; it’s a feeling that unites us. Nowhere is this pursuit encapsulated more than adidas’ ADIZERO line: a collection rooted in pushing the boundaries of innovation, creating footwear that captures our united pursuit of fast. The ADIZERO range represents continuous research, testing and refining, resulting in a slew of record-breaking footwear. The story of ADIZERO’s performance accolades began in Berlin on 28th September 2008 with Haile Gebrselassie, who introduced the world to the ADIZERO ADIOS 1 by shattering his own World Record to become the first person to break the 2:04 hour barrier. Since then, 10 more world records and 111 major competition victories have followed, positioning the ADIZERO line at the forefront of performance innovation.

In recent years, there’s been a seismic shift in the performance running world, where the lines between both performance and aesthetics have blurred. Celebrating that, END. has taken the new ADIZERO range into the city, celebrating the pursuit of fast and the intersection between performance and fashion.

 Showcasing this synergy between performance and city wear, the campaign showcases runners in pursuit of the ultimate symbol of fast, the ADIZERO Pro Evo 1. The shoe is steeped in the record-breaking heritage of the ADIZERO line, representing a revolutionary road-racer weighing in at just 138g, 40% lighter than any racing supershoe adidas has created. With a first-of-its-kind forefoot rocker, revolutionised Lightstrike Pro, new outsole technology and a super-lightweight uppers, it’s as cutting-edge as running shoes get. The footwear of choice for runners chasing the ADIZERO Pro Evo 1 is the Pro Evo SL, which brings the racing shoe’s design DNA to non-race moments, engineered for those who want to look good and feel fast. It’s aesthetically rooted in the iconic silhouette, with clean lines and a minimalist white finish, highlighted by bold black three stripes that blur as you gain speed.

Further showcasing the connective fibres between performance and aesthetics, the Adios OG represents a lifestyle-focused shoe that nods to the very origins of ADIZERO. It represents a reissue of 2008’s record-breaking shoe worn by Haile Gebrselassie at the Berlin Marathon, symbolising the pursuit of fast that’s been at ADIZERO’s core since day one.