adidas, the German global sportswear giant, has created and delivered a customised solution for Indian heptathlete and Asian Games 2018 gold medallist, Swapna Burman, who had been battling pain by squeezing her six-toes into regular shoes.
adidas, staying true to its obsession of providing the best products for all athletes, took notice of Swapna and decided to go an extra mile to put an end to her struggle of finding the right shoes. adidas took Swapna to their Athlete Services Lab in Herzogenaurach, Germany for a detailed footwear analysis. Since the visit, the adidas footwear specialists worked extensively on multiple prototypes and subsequent feedback from Swapna to arrive at a long-term solution for the six-toed athlete from Jaipalguri.
The brand has been pushing boundaries on the technological front and bringing innovative solutions to help elevate the performances of athletes. After launching their 4D technology (3D printed) in recent years and recently introducing new offerings under the industry defining cushioning technology Boost, this was a challenge of a different kind for the adidas team to address. Now having helpedSwapna with customised pairs for all seven disciplines of Heptathlon, adidas hopes Swapna can progress further in her performances without any additional barriers and suffering due to her footwear needs.
Commenting on overcoming this unique challenge, Mr.Sharad Singla, Director – Brand Marketing, adidas India said“adidas is at the forefront of innovation and technological advancements in the sporting industry. This is just a step to reiterate adidas ’obsession to provide athletes, teams and consumers with only the best products, services and experiences. Taking into consideration the unique task we had at hand, we at adidas are proud to provide Swapna with unique pairs that shall help her across the seven different disciplines of Heptathlon.”
On receiving her new shoes, the heptathlete said, “I’m so excited to finally have these pairs. I have already started training in these and I know from here on I can focus entirely on improving my performances without worrying about any pain. The journey from here should get easier. I would like to thank the adidas team in India and at the Athlete Services Lab for helping me with this solution – I never dreamt in the past that I would have such unique pairs customised to my feet. I shall continue to work hard and keep moving towards my goal of winning honours for the country.”
adidas signed Swapna after her success at the Asian Games in a bid to support her in her journey to become an even more successful athlete on the global stage. In the past, the adidas Athlete Services lab has hosted the likes of Sachin Tendulkar and Rohit Sharma who were providedwith customised footwear to avoid injury concerns and enhance help with their performances.
Apart from Swapna, adidasrecently signed athletes Hima Das and NikhatZareen amongst others to use sports as a catalyst to bring positive change both on and off the sporting track for India’s talented youth. Staying true to its positioning of being the leading sports brand, adidas works with athletes across sports to perform at their best and inspire young athletes in the process.