PORTLAND, Ore. (AP) — Adidas is going barefoot.
The world’s second-largest athletic company unveiled its first “barefoot” training shoe Tuesday. The Adipure, which will be in stores in November for $90, is designed to mimic exercising barefoot, but with the protection, traction and durability of wearing shoes.
Adidas, which is trying to expand in the U.S. market where rival Nike dominates, is the latest athletic company to capitalize on the small but burgeoning market for so-called minimalist shoes. These shoes are a fraction of the $22 billion U.S. athletic shoe industry, but sales of them have more than doubled in the past year. Those who wear the shoes say they force them to rely on the body’s natural movements and avoid injury. Critics say the shoes cause muscle injuries that running shoes do not.