阿迪达斯推出世界首双智能运动鞋(zt)

月光笑侠

http://www.sina.com.cn 2005/03/04 17:56  国际在线

　　Hoping the new Adidas 1 will be to the sneaker industry what Apple's iPod has been to digital music, Adidas will put on sale March 18 what it bills as the world's first computerized \"smart shoe.\"

　　But consumers will decide whether the bionic running shoe's $250 price tag — four times the average shoe purchase at stores such as Foot Locker — is a smart idea.

　　Adidas claims its new shoe, already profiled in Time and Popular Science, delivers on its promise to automatically and continually adjust itself to a runner's size, pace, terrain and even fatigue level.

　　The Adidas 1 uses a sensor, a microprocessor and a motorized cable system to automatically adjust the shoes' cushioning. The sensor under the heel measures compression and decides whether the shoe is too soft or firm. That information is sent to the microprocessor and, while the shoe is in the air, the cable adjusts the heel cushion. The whole system weighs less than 40 grams.

　　Batteries are included: replaceable lithium batteries estimated to be good for 100 hours of running. Users can turn the shoe's brain off — when it's off, they're regular sneakers — to save battery life. The chip also shuts itself off, keeping the same cushioning, if a runner walks more than 10 minutes.

　　Adidas' computer-driven shoe — three years in the making — is the latest innovation in the $16.4 billion U.S. sneaker industry, following other technology-driven shoes such as the Nike Shox and Reebok Pump.

　　Predicting Adidas 1 will turn the industry \"upside down,\" communications chief Uli Becker says it rolls out worldwide by April 1. The primary sales targets: hard-core runners — and 17-year-old boys looking for the newest, coolest shoes. \"This is new territory ... that we want to define,\" says Becker.

　　But will consumers shell out $250 for a pair of sneakers? Maybe.

　　Shoe fanatics have been known to drop $300 to several thousand for genuine 1980s-vintage Nike Air Jordans.

　　The top-end running shoe from New Balance lists for $199.99. With runners typically replacing shoes by 500 miles, the $250 Adidas could push costs to 50 cents per mile, though the company says Adidas 1 cushioning will outlast traditional shoes.

　　A retail expert says that's beside the point. \"Yes, there will be price resistance. But there will be plenty of people who have to be the first on the block to have them,\" predicts Marshal Cohen, chief analyst for NPD Group.

　　Bob McGee, editor of Sporting Goods Intelligence, says the \"retro\" shoe trend is waning and performance sales are heating up, allowing higher prices: \"eople are going back to running shoes and basketball shoes.\"

　　Adidas is spending an estimated $20 million on the roll-out. Film director Spike Jonze has created several cinematic, big-budget TV spots with ad agency 180/TBWA San Francisco. The theme: \"Impossible is Nothing.\"

　　In the first TV ad, the shoes tie themselves onto the feet of a young man waking up in darkness, then light up new worlds for him with every step. There are no star athletes — the campaign \"tries to make the shoes the hero,\" says Chuck McBride, creative director of TBWA/Chiat/Day North America.




阿迪达斯推出世界首双智能运动鞋(图)
　　据《今日美国》报3月2日报道，这双智能仿生学运动跑鞋被命名为“阿迪达斯1”，售价为250美元。在它昂贵的价格后面蕴藏着怎样的科技含量和优越性能呢？阿迪达斯公司说，它已经把这双鞋的技术数据发表在了最新一期《时代与大众科技》刊物上，人们可以从中了解到“阿迪达斯1”是如何不断地自动调节鞋体，以适应运动者的身材、步调、地形、甚至疲劳度。

　　报道说，“阿迪达斯1”里面嵌入了一个传感器、一个微处理器和一个机动电缆控制的自动减震调节系统；传感器被置于鞋跟里面。当脚踏在地面上时，传感器就会测量出鞋所受的压力，从而判断鞋是太软还是太硬，然后这个判断出来信息被送到微处理器；当脚离地处在空中时，机动电缆就会把鞋跟部位的垫子调节到适宜的软硬度。这套系统的总重量还不到40克。

　　支持这个系统运行的动力是一种可更换的锂电池。一块锂电池大约能支持100个小时的跑动。使用者如果想节省电池的话，可以把这套系统关闭，这时它就变成了一双普通的运动鞋。系统开启后，当使用者跑了10分钟并想继续奔跑的话，系统会自动关闭，而此时鞋的软硬度会保持在调节好的位置。

　　报道还说，“阿迪达斯1”的研制和生产历时3年；它是美国运动鞋产业大军里的最新成果。在“阿迪达斯1”之前，较为先进的有“耐克-减震”系列(Nike Shox)和“锐步-泵”系列(Reebok Pump)。

　　阿迪达斯公司宣传部主任尤利-贝克说,“阿迪达斯1”将在今年4月1日以后正式投入批量生产。初步的市场目标是酷爱跑步运动的人和追求最新最酷运动鞋的那些17岁男孩。贝克说：“这是我们想定义的一个新领域。”(文/孙亚萍)

月光笑侠

鞋类的电子化会不会成为sony的又一个机会
就像相机数码化中外行者sony所表现出来的气势

月光笑侠

记得当年listen最喜欢穿一双蠢笨的深蓝色adidas