JOIN THE REVOLUTION: ULTRA BOOST

I don’t even know where to start! The last couple of days have been so freaking cool… I was very fortunate to be invited to the pre-launch of the Adidas Ultra Boost running shoe in New York on the 21^st -23^rd of January.

I arrived Wednesday evening to a room full of all kinds of cool Adidas gear at the Mondrian Hotel in Soho. The Adidas Group had rented the entire hotel so the press from around the world was able to all stay together. After check-in, we were all invited for welcome drinks in the hotel bar. Everyone was divided into groups: I was in the Scandinavian group with a guy and a girl from Sweden as well as two lovely Norwegian and Finnish girls. It was great to catch up with my own team as well as people from other regions.

The following morning, we were up early to make it in time for the big pre-launch event at 23 Wall Street. Adidas had really done everything to make this a memorable experience! As we first entered the building, it was completely dark and we were all excited to see the Ultra Boost in real life… The door was kicked open and all the top Adidas athletes jumped through a paper wall onto the runway – all wearing Adidas Boost of course!

After the revelation of the shoe, we were invited to take part in a variety of workshops. Experts told us about the shoe and the benefits of the Boost technology.

For me, the most impressive part was a live, video-filmed Adidas Boost test that Wilson Kipsang did. He ran first barefoot, then in an Adidas Boost shoe, and, finally, in another label running shoe. The footage clearly showed how the foot expanded more naturally in the Adidas Boost compared to the other brand. This is due to the construction of the sole. As you can see on the picture, it is constructed from little foam balls that are steamed and pressed to construct it.

I got to talk to Tori Bowie, US long jumper aiming to qualify for Rio 2016. Earlier in her career, she has had issues with an irritated and inflamed achilles tendon. With the new Ultra Boost, she does experience these problems anymore as the shoe has a soft and low heel-cap. According to Tori, it feels as if the shoe is ‘hugging her foot’.

Jamaican sprinter Yohan Blake was also part of the event. I got to talk to him and we quickly found out that my grandmother lives in the town where he grew up! We did a photo booth session together with lots of giggling and chatting about Jamaica. He is a really sweet and down-to-earth guy.

After the pre-launch event, I had a bit of time to catch up with long-time friend and running buddy Leigh Gerson. It was great to see her again. We had an awesome lunch at Jamaican Restaurant Miss Lilys (still feeling and missing the Jamaican vibe). Nothing beats plantain chips and jerk salmon!

The day ended with a team dinner with the Scandinavian team. I sat next to the founder of the Tough Viking series, a Swedish obstacle race that takes place throughout Sweden. When he found out that I am a runner myself, he challenged me to come and take place in one of the races this spring. Challenge accepted!

Early next morning, we all went for a 5K social run in Central Park to test the shoes ourselves. The company was good, I was full of endorphins, and the shoes felt amazing – it was like running on soft clouds. Some of the guys and I decided that 5K was not enough so we ran along the Hudson River all the way back to the hotel with the sun shining on my nose. Altogether an amazing feeling and I am not sure life could be much better than at that exact point in time.

Back at the hotel, my good friend Knox Robinson, founder and coach of running club Black Roses NYC, was waiting for me. We had coffee and discussed new and exciting projects.

After 45 intense and action packed hours in NYC, I boarded the plane back to Denmark full of new input and inspiration.

During my trip, I also managed to do interviews with Ben Herath, Vice President Design, Global Running and Mikal Peveto, Senior Director, Futures Running. They were very passionate people that knew A LOT about running and design. Stay tuned until next week to hear what they had to say.

Multi-tasking this week. Doing Stockholm AND Copenhagen international Fashion Weeks.

Brasch stays on the run!