adidas, in a press conference today, announced the release of their BOOST technology–an innovative material that will surely promote the brand beyond its already legendary status in sport development. Working with world-class partner BASF, adidas thought critically about an underlying challenge facing runners: energy. With this in mind, the company expanded TPU material into small, absorbant cells that not only absorb impact, but return it into the runner’s stride. The result is a better return on energy investment. BOOST Technology seems to be adidas’s answer to the space-named material of a certain competitor, and the potential for application seems near limitless. Look for BOOST Technology on the Energy BOOST, releasing worldwide at retailers on February 27.