Two Innovative New Shoes Promote Improved Balance and Custom Comfort Heel to Toe.
CARLSBAD, Calif. (March 10, 2009) – adidas Golf, the choice of hundreds of professional golfers around the world, has introduced FitRX and FitRX SPORT, two new shoes featuring custom footbed technology to enhance support and provide personalized comfort.
“adidas Golf is known for delivering world-class products to golfers of all levels. Our focus on innovative technology and award-winning design has driven positive marketplace momentum and market share increases year after year,” said Dave Ortley, Global Senior Director of Footwear for adidas Golf. “For 2009, we’ve turned our focus to ‘FIT’ with the sole purpose of delivering unmatched individualized comfort at the critical $99 price point.”
The foundation of FitRX is an exclusive 3D FitFOAM™ inlay sole that provides ultimate support, comfort and a customized fit. A top layer consists of thicker memory foam to envelop the foot and conform to its unique contours, while two different densities of PU make up the base layer – one designed to absorb shock in critical areas and the other to deliver long-term support to protect the foot and reduce fatigue. The result is an unrivaled fit that delivers exceptional support from heel to toe.
To further enhance comfort, FitRX showcases a geoFIT™ ankle collar that places anatomically positioned padding in critical areas to hug the foot and help keep it comfortably secured within the shoe. There are also forefoot flex channels strategically positioned in the outsole that help to reduce foot fatigue and promote overall walking comfort.
Engineered with the same exclusive 3D FitFOAM inlay sole used in FitRX for unequaled customization, FitRX SPORT takes comfort in another direction, incorporating 50/50 Protect technology which combines a water-resistant TPU shield with membrane-lined mesh to surround the lower half of the shoe and protect the foot from mud, dirt, wet grass, etc. The top half of the shoe utilizes lightweight and highly breathable air-mesh for improved temperature management, flexibility, comfort and a bold, athletic look. Also setting the FitRX SPORT apart is an air-mesh, slip-on bootie construction in the collar that offers a more comfortable, slipper-like fit.
Both the FitRX and FitRX SPORT shoes incorporate a variety of additional technologies developed to improve comfort and performance: A lightweight EVA midsole for reduced weight, clog-resistant DYNAMIC TRAXION® cleats designed in a low-profile and turf-friendly shape to help eliminate spike marks and promote improved grip and durability. Also, both shoes feature adiTUFF™, an abrasion-resistant material that protects the toe from wear and keeps the shoe looking great.
FitRX is offered in medium and wide widths and a choice of multiple colorways available at retailers now: Running White / Running White / Black, Black / Black / Metallic Silver, Running White / Black / Black, and Running White / Running White / Scout Metallic. Running White / Cognac Brown / Black colorway is available February 1, 2009. FitRX includes a two-year waterproof warranty and carries a manufacturer’s suggested retail price of $99.00.
FitRX SPORT is offered in both Men’s and Women’s, each with its own colorway: Metallic Silver / Metallic Silver / Black (Men’s) and Running White / Metallic Silver / Black (Women’s). Availability for the FitRX SPORT at retailers begins February 1, 2009 and has a manufacturer’s suggested retail price of $89.99.
About Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company
TaylorMade Golf has led the golf industry’s technological revolution since the company was founded in 1979. TaylorMade metalwoods, irons and putters have been used to win hundreds of professional golf tournaments around the world. In 1998, TaylorMade became a wholly owned subsidiary of the adidas Group. adidas Golf creates high-performance, technology-infused golf apparel and footwear worn by hundreds of professional golfers around the world. Ashworth, which became a brand of the TaylorMade-adidas Golf Company in 2008, creates relaxed, lifestyle-oriented golf apparel synonymous with authenticity and quality. Learn more about TaylorMade-adidas Golf and its brands at (866) 530-TMAG (8624) or www.tmag.com, www.taylormadegolf.com, www.adidasgolf.com, www.ashworthinc.com, and www.taylormadegolfpreowned.com.
About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around three core segments such as adidas, Reebok and TaylorMade-adidas Golf. Headquartered in Herzogenaurach, Germany, the Group has more than 33,000 employees and sales of ?10.3 billion.
Contact:
TaylorMade-adidas Golf
Public Relations Department
Christa McNamara
Tel: 760.918.6466
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