words // Brandon Richard
On Wednesday, adidas took over New York City to officially introduce BOOST technology and the upcoming Energy Boost running shoe. Brand officials on hand for the big day included Brand CEO Erich Stamminger, Senior Vice President of Brand Marketing Eric Liedtke and Creative Director of Sports Performance James Carnes. These three men broke down the benefits of the new technology with a little help from Jamaican sprinter Yohan Blake and legendary distance runner Haile Gebrselassie.
Celebs on hand for the announcement included actresses Rosario Dawson and Maggie Grace, rapper Big Sean, Homeland's Morena Baccarin and Anton Yelchin of the revamped Star Trek franchise.
To see how it all unfolded, check out the recap video above and several shots from the event below. The Energy Boost launches Wednesday, February 27.