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Here's What Happened at the adidas Alpha Edge 4D Event in London

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Nov 03 2019

adidas and tech-partners Carbon bring 4D Sneaker tech to London


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Last night, adidas opened the doors to their flagship store on Hanbury Street for an after-hours event to mark the launch of the adidas Alpha Edge 4D.

Partnering with tech-firm Carbon on what is set to become the latest technology to dominate the sneaker tooling conversation, the 4D printed sole unit took centre stage in an evening focused on the potential impact this innovative new material might have on the sneaker industry and beyond.

Invitees included winners of the adidas app raffle and an intimate collection of industry partners, and the evening focused on telling the story of the Digital Light Synthesis process which has given birth to the ultra-responsive 4D material.

Alluding to more still to come between adidas and Carbon - but remaining tight-lipped on the details - Shanon Fernandez (Head of Brand Marketing at Carbon) and Andy Barr (Global Running Category Director at adidas) took part in an exclusive Q&A to lift the lid on their collaboration and what the future might hold for 4D.

Heralded as the follow on from Boost, 4D technology responds directly to each individual wearer and their every movement. Taking into account their stride and body mass, 4D's innovative structure has the capacity to respond in real-time and deliver the absolute pinnacle in cushioning and running support, cut-through with a fashion-leading aesthetic edge.

When asked what the future held, the answer was clear: this is the future.


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