Thursday, February 21, 2013

Boost Revolution

It was 1960 when eventual Olympic Marathon winner Abebe Bikila cruised through the shadows of a Rome night, barefoot. Bikila would become immortalized for his win, blisters and all. Sure, we all know this story, the one small credit towards barefoot running. What didn’t fall into folk-lore, was what Bikila whispered after the race. The one important word that would go silent for another 53 years. What the world missed after the exuberant Ethiopian crossed the finish line, forever marking history with his feet, was the then tiny word he shared to a race official upon finishing. “boost” he said quietly. The confused race official didn’t understand the broken english, so Bikila said it again, “BOOST”, this time louder with power. His eyes grew wide and he said once again, “BOOST” before faltering to his knees and being carried away. The race official stood perplexed, and shrugged off the incident as it would forever be lost in history before transforming into fiction here.
But now, it’s coming back. Can you hear it? Like a heartbeat, it’s getting faster, and faster. Like Godzilla taking quicker steps, closer, and closer. You can’t see it yet, but you can feel it. 
Like an explosion, blowing everything sky high into the stratosphere. 
Like Sonic The Hedgehog’s pack, ripping through the roller coaster to the finish.
Like when you’re halfway through a long run and you want to let something slip out between your (southern) cheeks, and it ends up being more than you bargained for.

It’s getting louder now, can you hear it? The Adidas Boost is almost here. With a revolutionary midsole that has an unrivaled energy-return, it’ll be sure to give you a boost in every run. We used to want to prance around like fairies along the trails, no wings, no dust, but now with a little boost in our step, we can chase bears and tackle mountain lions. “Boost Runner Sighting” will liter the trails and roads. Wild animals beware. With a little extra boost, we’re no longer afraid to run - fast
The term “Aggressive Running” will be thrown around more frequently with three-stripes on your feet. They’ll make t-shirts and warning signs. Runners without Boost will fear those with Boost, fearful of the savage three-striper hunting them down, and leaving them behind. “Boost Runner Sighting”. Too late, they’re already gone.
The Revolution has begun, and it didn’t start with a gunshot, it started with a BOOST. Which side are you on?
It’s coming. February 27th - at the Boulder Running Company - Boulder store, Adidas will rally the troops and officially launch the BOOST. Come join the Boost Revolution at 6pm, and also be a part of the most epic “Harlem Shake” ever. Bring your green hat, and be ready to RUN. See you Wednesday!

1 comment:

  1. BOOST is ringing in my ears! Can't wait for the epic Harlem Shake on Wednesday!